Kia Motors America (KMA) introduced a completely redesigned customer web site, www.Kia.com, which has been updated to provide consumers with a new and easier way to navigate their online experience.
The site, which provides both model-specific and historical brand information, is segmented to make it easier for consumers to find the exact Kia vehicle they’re looking for based not only on model category such as sedan or crossover, but also on individual feature preferences such as leather seat trims or all-wheel drive. The comprehensive redesign, which started in December 2017, is the result of more than 18-months’ worth of concepting, customer research and consumer testing on the site’s functionality, design and usability.
“In this ever-changing digital world, we wanted to ensure that Kia and Kia.com were ahead of the curve by providing customers with solutions based on their individual needs and ones that instantly and intuitively support their shopping decisions,” said Michael Cole, chief operating officer and EVP, Kia Motors America. “We also wanted to give consumers insight into our “Give It Everything” brand history and connect with them on a personal level through pages that detail the people behind the brand.”
The new website, developed for the U.S. market, was redesigned for today’s consumers who demand the ability to research and shop for the vehicle of their choice in a targeted way that provides all the pertinent information on one screen. Feature “call-outs” populate all models that offer a particular feature such as “seven passenger capability”, while the “Buying Made Easy” page provides as close to an end-to-end customer experience as possible. This function seamlessly populates all model, trim level, local dealership, inventory and test-drive availability, as well as financing options and payment calculators, on one page.
“Our goal is to provide the best online experience,” continued Cole. “With this new approach, we can improve customer engagement based on interactions with the site and use that intelligence to refine and enhance the digital experience even more in the future.”