Hyundai Card DIVE

2019

Project Background

Hyundai Card DIVE is an app/service that integrates the brand assets built by Hyundai Card so far. It encompasses offline spaces such as design, travel, music, and cooking libraries, as well as various cultural activities like super concerts, culture projects, and Da Vinci motels.

I participated in the project from the initial stage of app planning. I defined the app concept and direction, defined the UX concept, designed the initial structure, and developed prototypes. After that, I worked as the leader of the team responsible for detailed design and implementation.

The portfolio content is structured based on the concept document organized during the initial planning stage, images submitted for the iF Award, and app screenshots after launch.


Issues

The difficulties felt by the leadership of Hyundai Card at the start of the project were as follows.

  1. There are excessively many user touchpoints, causing communication activities to be dispersed.

  2. Customers need to invest considerable interest, time, and effort to keep up with Hyundai Card's cultural activities.

  3. Culture activities are not recognized as much as expected in comparison to the company's investments.


To solve these issues, we had to begin by defining what services were needed, whether these services could solve the aforementioned problems, and what additional value they could provide to users.


Project Goal Setting

After extensive internal discussions, we were able to narrow down the project goals to the following two.

  1. A gateway that can encompass not only Hyundai Card's cultural activities but also current social trends.

  2. A tool that can enhance experiences in spaces and concert venues.


Definition of functional requirements and design

To achieve the goals, we organized the necessary functions for each space and case. Based on the results, we created a draft of the menu tree using a mind map as follows.

During the design process, we underwent various design concept tests, checked the responses of actual users through acceptance tests, and verified usability through usability tests. (In the decision-making process, this was quite complicated, and I remember completely overhauling the main concept about three times.)


Results

The app's design concept was based on the shape and proportion of cards, as expected from a company famous for credit card design. Furthermore, interactions utilizing the metaphor of 'cards' were consistently applied.


The design of the main feed was organized based on the concept of 'seeing the world through cards.'


The design modules forming the content body were also designed in accordance with the proportions of cards.


The DIVE app serves as a tool that can be utilized in cultural spaces such as libraries and concert venues. Additionally, we lowered the threshold for accessing the library space, which previously could only be visited by Hyundai Card holders, so now anyone can enter simply by installing the app.


The project duration extended much longer than originally planned (about 2 years after starting the conceptual work), and during that time, we faced the risk of the project being derailed due to a reorganization. Looking back, it was truly fortunate that we were able to witness the launch despite numerous difficulties.


Achievements

We achieved the target of 1 million app downloads, which was expected to take more than a year, in about 3 months after launch. Additionally, despite being before launch, this project was awarded the 2019 iF Design Award.

Moreover, after the app's release, we also initiated the integration of various existing cultural activity websites that were scattered, rebranding them under the same brand. (The webpage redesign was carried out by an external partner, and I served in a supervisory role.)

©2024

Seongki Sohn