[UX/UI] Kia Automotive: UX Audit & Website Redesign

Overview

This was a freelance UX/UI project commissioned through a Dubai-based digital agency. The brief was to audit the existing regional website and redesign three core pages: the homepage, vehicle detail page (VDP), and a car configurator, with a focus on clarity, usability, and alignment with global Kia design standards.

Problem

The existing site wasn't keeping up

The regional website lagged behind in both UX quality and design consistency compared to other Kia markets. Navigation lacked hierarchy, CTAs were buried, and the configurator offered little guidance to users making high-consideration purchase decisions. The overall experience felt generic rather than premium.

• Weak information hierarchy: Key CTAs and model info competed for attention with no clear visual priority

• Disconnected page flows: Homepage, VDP, and configurator felt like separate products with no cohesive journey

• Configurator UX gap: Users had no live feedback as they customised, making decisions feel uncertain

Process

Audit first, design second

I started with a structured UX/UI audit, reviewing the existing site page by page and benchmarking it against Kia's best-performing global markets. This surfaced the specific pain points that would anchor the redesign.

01 UX Audit

Documented usability issues across navigation, content structure, CTA placement, and mobile experience. Benchmarked against a high-performing Kia market to identify concrete gaps.

02 Design Direction

Established a clear hierarchy: guide the user toward the right model, then into the detail, then into configuration. Each page needed to feel like a natural handoff to the next.

03 Figma Designs

Delivered high-fidelity designs for all three pages, with annotated specs and responsive considerations across desktop and mobile.

Key Design Decisions

Three pages. One journey.

Homepage

The redesigned homepage leads with a fullscreen hero that anchors the brand, followed by a focused gateway: model finder, featured vehicles, and trust signals in a clear, scannable sequence. Every section has one job.

Vehicle Detail Page

The VDP was restructured around how users actually evaluate a car: overview first, then specs, then the push to configure. Content was organized into three categories (Design, Tech, and Safety) with short, direct descriptions that inform without overwhelming.

Configurator

The configurator was redesigned with a three-column layout: options on the left, live visual in the center, summary on the right. A dynamic summary card updates in real time as users make selections, giving immediate feedback and reducing purchase anxiety. Scroll-based navigation keeps the user oriented throughout.

Outcome

Delivered. Shipped. Done.

The full audit report and Figma designs for all three pages were delivered to the agency within the agreed timeline. Fully paid client project.