Supporting ongoing efforts to improve the digital retail experience by identifying usability issues, analyzing customer feedback, conducting competitive research, and coordinating enhancements across customer-facing experiences.
ROLE
Interactive Marketing Intern
TOOLS & SKiLLS
Project Management, Stakeholder Collaboration, Customer Insights
TEAM
Digital Marketing, Customer Communications
TIMELINE
May 2026 - November 2026
challenge
HyundaiUSA.com serves as a critical touchpoint in the vehicle purchase process, helping customers research models, compare trims, explore incentives, and begin their path toward ownership.
As new vehicle launches, marketing initiatives, and business requirements were introduced, maintaining a seamless customer experience required continuous evaluation and refinement.
Key challenges included:
Friction across vehicle research and shopping journeys
Inconsistent experiences between shopping tools and user flows
Growing customer expectations for personalization and AI-powered assistance
Balancing customer needs with business priorities and technical constraints
Supported product enhancement initiatives across Hyundai's digital ecosystem including:
Conducting website audits and quality assurance reviews across customer-facing experiences
Analyzing customer feedback and behavioral data to identify recurring pain points
Documenting usability issues and coordinating enhancement requests with stakeholders
Performing competitive benchmarking across automotive and digital retail experiences
Supporting prioritization discussions by evaluating customer impact, business value, and feasibility
Validating releases through user acceptance testing and post-launch reviews
Research & Discovery
To better understand customer needs, I analyzed user feedback, customer insights, and recurring support themes across Hyundai's digital experiences.
Common Feedback Trends
Limited pricing transparency throughout the shopping journey
Confusion around incentives, financing, and promotional offers
Difficulty navigating between vehicle research and purchase-oriented tools
Requests for richer content, comparisons, and interactive shopping experiences
These findings helped inform enhancement discussions and identify opportunities to improve key customer touchpoints.
Customer journey
Beyond customer feedback, I regularly evaluated Hyundai.com's shopping tools to uncover usability issues and process inefficiencies:
Vehicle configurators
Vehicle comparison experiences
Payment calculator flows
Model selector functionality
Promotional offer experiences
Vehicle category and shopping pages
When opportunities were identified, I documented findings, collaborated with product and engineering teams, and submitted enhancement recommendations for future releases.
key insight
Many customer frustrations were a result of small inconsistencies, missing information, and usability issues that accumulated throughout the shopping journey.
Competitive Research
To identify emerging opportunities, I evaluated digital experiences across automotive competitors and adjacent industries including:
AI-powered chatbot experiences
Vehicle shopping and comparison tools
Personalization capabilities
Digital retail experiences
Customer support journeys
key insight
Across the automotive industry, AI assistance and personalized shopping experiences were increasingly becoming competitive differentiators. Customers expected quicker access to relevant information and greater guidance throughout the vehicle research process.
Product Prioritization
I participated in discussions surrounding enhancement requests and future initiatives, including support for Hyundai Drive and other digital experiences.
Proposed enhancements were often evaluated based on:
Customer impact
Business value
Technical feasibility
Strategic alignment
Through this process, I gained firsthand experience balancing stakeholder priorities while advocating for customer needs.
results
During my internship, I contributed to multiple initiatives aimed at improving Hyundai's digital retail experience that collectively contributed to a more reliable, accurate, and customer-centered vehicle shopping experience.
what i delivered
Website audits and usability evaluations
Customer feedback synthesis and insight reporting
Competitive benchmarking analyses
Enhancement recommendations and maintenance tickets
Quality assurance testing and release validation
Stakeholder presentations and product documentation
REFLECTION
One of my biggest takeaways from this experience was learning that strong product experiences are rarely the result of a single major feature launch.
Instead, exceptional customer experiences are often created through continuous iteration, close attention to customer feedback, and collaboration across teams. Even small improvements can reduce friction, build trust, and create measurable value when viewed as part of a larger customer journey.
Key takeaways
1
Customer feedback is most valuable when translated into clear product actions, helping uncover opportunities that improve the user experience and drive business outcomes.
2
The best solutions balance user impact, business value, and technical feasibility, requiring thoughtful prioritization of competing needs and constraints.
3
Cross-functional collaboration is critical to delivering successful digital experiences, requiring effective partnership across Product, UX, Engineering, and Marketing teams.
4
Strategic thinking is key to building scalable digital products, balancing customer needs with organizational priorities and long-term business goals.
Thank you to my family at Hyundai! You have made this corporate office feel like a home. <3
