Kia Connect Store CXUX Gap Analysis Research
CLIENT
DATE
SERVICE
INDUSTRY
Kia
2023.03
CXUX Consulting
Automotive/Mobility
In June 2023, Hyundai Motor Group launched the Kia EV9, positioning itself as a leading global brand in the popularization of eco-friendly transportation centered around innovative electric vehicles. Domestically, the group has recently ushered in the era of SDV (Software Defined Vehicle) with the launch of the “Kia Connect Store.” This store offers a FoD (Features on Demand) service that allows customers to selectively purchase vehicle software features, providing a more personalized mobility experience. This analysis examines the feasibility of applying the successful domestic case of the Kia Connect Store to the European market.

Kia is a global brand leading the popularization of eco-friendly transportation, centered around innovative electric vehicles. They expand purpose-built vehicles (PBVs) and various mobility services and provide sustainable solutions. Kia’s unique design, advanced autonomous driving technology, and sophisticated connectivity services offer customers new experiences.
* Due to the inclusion of significant strategic information, the detailed introduction of this project is restricted.
Analysis of the Feasibility of Applying Kia Connect Store in the European Region
The Kia Connect Store has achieved significant success in the domestic market, establishing itself as an innovative platform that offers the purchase and subscription of vehicle software features. This service provides customers with a tailored vehicle experience while simultaneously realizing user convenience and technological advancements. Building on this success, Kia is considering expanding into the European market, which is characterized by high technological receptiveness and diverse cultural backgrounds. As a dynamic mobility market, Europe demands a quick response to evolving customer needs.
To successfully advance the Kia Connect Store into the European market, Saltcake conducted an in-depth analysis of Customer Experience (CX) and User Experience (UX) across the European region. Through this process, we thoroughly identified potential gaps and requirements in the market to develop a localization strategy that considers the cultural and technological characteristics of each region. With this analysis and strategic approach, we aim to contribute to the successful establishment of the Kia Connect Store in the European market.

Kia Connect Store's Domestic Success Story
In June 2023, the Kia Connect Store made headlines as Korea’s first vehicle software store. This platform offers various options for upgrading vehicle software features, such as Remote Smart Parking Assist 2 (RSPA2) and lighting pattern functions. By continuously improving vehicle functionalities and offering opportunities to expand features based on customer needs, the Kia Connect Store significantly enhanced customer satisfaction.
This project aims to build on the success of this service in Korea and apply it successfully to the European market by conducting a comprehensive analysis of the current European market landscape.
01. User-Centric, Intuitive UI/UX Design
Saltcake led the UX/UI design for the domestic Kia Connect Store, ensuring that users could access services easily and intuitively. The platform was designed to facilitate a seamless product selection and purchasing process, enabling customers to adopt new features without requiring prior knowledge. This customer-centric design significantly contributed to the success of the Kia Connect Store and played a crucial role in enhancing customer satisfaction.
02. Innovative D2C Customer Experience
The Kia Connect Store provides a groundbreaking vehicle experience tailored to the era of Software-Defined Vehicles (SDVs). Customers can selectively purchase vehicle software features based on their needs, maximizing vehicle performance and convenience. This innovative approach not only boosts customer satisfaction but also plays a vital role in strengthening Kia’s brand value.
European Market Analysis and Application Strategy
The European market, characterized by its complexity, offers both significant challenges and opportunities. For Kia Connect Store to replicate its domestic success in Europe, thorough pre-market research and analysis are indispensable. Europe’s automotive market is distinguished by its strong demand for technological innovation and high expectations for user experience.
To secure a competitive edge in Europe, it is essential to craft a strategy that meticulously reflects these attributes. A tailored approach aligned with the unique characteristics of the European market is critical for the successful localization and expansion of the Kia Connect Store.

Analysis of Consumer Behavior Patterns by Country and Strategic Response

Privacy and Data Security Policy Analysis

Localized Information Architecture Design

European Customer Journey Design
01. Analysis of Consumer Behavior Patterns by Country and Strategic Response
The European automotive market, centered around key countries such as Germany, the UK, France, and Italy, is characterized by distinct traits and consumer preferences. To address these differences, Saltcake conducted detailed studies of each major market. Europe, as a hub of the automotive industry, boasts a strong market underpinned by high acceptance and trust in innovative technologies, which translates to elevated expectations for digital services.
By analyzing consumer behavior patterns in each country, Saltcake identified the specific demands for digital services. European consumers increasingly value connectivity and personalized experiences, making these key competitive factors in automotive digital services. Reflecting these preferences, Saltcake tailored the Kia Connect Store’s Feature on Demand (FoD) services to ensure competitiveness in Europe. Localization efforts included adapting content, user interfaces, and enhancing accessibility and usability to deliver a digital experience that meets European consumer expectations. Furthermore, through competitor analysis, Saltcake identified strategic differentiators that allow the Kia Connect Store to offer unique value.
02. Privacy and Data Security Policy Analysis
European countries enforce strict regulations on privacy and data security, significantly influencing the design and operation of digital services. The General Data Protection Regulation (GDPR) applies uniform data protection standards across EU member states. Saltcake meticulously adhered to these regulations while designing policies for the Kia Connect Store. Key measures included enhancing consumer consent procedures and data management practices to minimize legal risks during service delivery in Europe.
Additionally, Saltcake conducted a detailed analysis of automotive regulations and guidelines governing digital service operations in Europe. The European automotive industry operates within a complex regulatory environment that includes environmental policies, EV subsidy programs, and legal requirements for digital services. For instance, in some European countries, specific certification processes are required for EV-related digital services. Saltcake proactively analyzed these requirements and developed responsive strategies.
To ensure compliance, Saltcake also established a monitoring framework for regulatory changes, ensuring the Kia Connect Store’s operations align with local laws. This approach guarantees seamless FoD service operations while providing a secure environment where consumers can use the services with confidence.
03. Localized Information Architecture Design
Localization of the information architecture (IA) was a critical challenge for the successful establishment of the Kia Connect Store’s FoD services in Europe. Saltcake analyzed the structural differences between the successful domestic FoD platform and the unique requirements of the European market. As a result, a localized IA was designed to provide European users with an intuitive and convenient service experience.
Multilingual support was essential for the European market. Saltcake developed a multilingual system to enable users across Europe to access the service in their preferred language. Additionally, UI/UX design reflected cultural differences, offering familiar experiences to local users. For instance, preferences for color schemes and layouts vary across European countries, so culturally tailored design elements were applied to optimize user experiences.
Saltcake also restructured the overall flow of the IA to enhance digital accessibility and usability for European users. The revised structure made it easier for users to find the information they needed and efficiently access desired features. Simplified service structures, reduced task completion times, and optimized system integrations ensured a consistent, stable service while meeting the specific demands of the European market.
04. European Customer Journey Design
European consumers have high digital expectations and prioritize convenience throughout their service experience. Saltcake conducted a detailed analysis of European service usage patterns to design an optimized customer journey. For FoD services to succeed in Europe, every aspect of the customer journey, from initial access to service usage within vehicles, required meticulous planning.
Saltcake developed customized customer journey maps reflecting each country’s digital service usage patterns. These maps included streamlined purchasing processes, diverse payment options, and efficient customer support systems to address potential issues. For example, payment options were expanded to accommodate multinational consumers, and post-purchase support services were made more accessible.
This comprehensive customer journey design enables European consumers to enjoy a satisfying service experience, thereby supporting the global expansion of the Kia Connect Store.
Saltcake’s Multilingual and Multicultural Solutions
Building on its experience in developing Kia’s domestic FoD website and conducting pre-project research and requirement gathering across various countries, Saltcake offers tailored solutions for addressing multilingual and multicultural challenges. Successful global market expansion requires a meticulous approach that incorporates the linguistic and cultural nuances of each region. This approach is crucial for delivering a consistent and cohesive brand experience to customers worldwide. Saltcake thoroughly analyzes the regulatory environments and user behavior patterns of each country to formulate effective localization strategies.
Saltcake’s efforts go beyond mere language translation. By optimizing user experiences through a deep understanding of multicultural contexts, Saltcake strengthens the competitiveness of its clients in the global market. This approach ensures that consumers in each region can enjoy services aligned with their cultural background and expectations. Special emphasis is placed on designing user interfaces and communication strategies that reflect regional requirements, helping global brands establish trust and a strong presence in local markets.
Saltcake remains committed to enhancing its expertise in multilingual and multicultural solutions. By fostering partnerships with companies planning innovative services, Saltcake continues to support the successful introduction of these services to global markets, ensuring they resonate with diverse audiences worldwide.
To apply universal UX to various countries, cultures, and languages, try leveraging Saltcake’s expertise.
To apply universal UX to various countries, cultures, and languages, try leveraging Saltcake’s expertise.
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