01· Project Overview
1. Project Overview & Gamification Context
This UX case study explores the development of 'Cinta Hyundai', an interactive gamified digital campaign created for Hyundai Motor Indonesia. The initiative was designed to boost consumer engagement, elevate brand recall, and drive foot traffic to Hyundai exhibition booths and test-drive activations across four major cities: Medan, Bandung, Semarang, and Banjarmasin.
- 4-City Exhibition Activation: Driving physical mall booth attendance and test drives in Medan, Bandung, Semarang, and Banjarmasin.
- True-or-False Gamification: An accessible, high-engagement trivia format educating visitors on Hyundai vehicle innovations and eco-friendly features.
- Loyalty Ecosystem Integration: Seamless points-to-coins conversion with official MyHyundai Coins for real-world discounts and grand raffle tickets.
Campaign hero banner and project details for Hyundai Motor Indonesia.
OutputCampaign scope, 4-city deployment strategy, and stakeholder alignment.
02· Goals & Process
2. Campaign Goals & 6-Phase Design Process
To ensure maximum user engagement and business impact, we established five key goals and executed a 6-phase user-centered design methodology.
6-phase user-centered design framework.
Increase Participation
Boost the number of visitors attending Hyundai exhibition booths in Medan, Bandung, Semarang, and Banjarmasin to participate in test drives and the campaign.
Promote Gamification Usage
Motivate users to actively utilize gamification features such as points accumulation, levels, daily missions, and achievement badges.
Extend Engagement & Time Spent
Prolong the duration users spend interacting with the campaign platform through captivating, rewarding gameplay mechanics.
Raise Brand Awareness
Amplify consumer knowledge of Hyundai’s latest electric vehicles (EVs), connected car features, and brand vision through an entertaining medium.
Deliver Simple & Intuitive UX
Craft gamification mechanics that are intuitive, transparent, and frictionless for users of all digital literacy levels.
OutputQuantifiable campaign targets and structured 6-phase design roadmap.
03· Market Research
3. Empathize: Indonesian Gamification Dynamics & Automotive Trends
We conducted extensive secondary market research into the Indonesian digital landscape to understand user appetite for gamified consumer activations.
✦ Indonesian Market Dynamics & Demographics
Key findings from industry reports (Statista, Nielsen, PwC, McKinsey, TechInAsia):
- 12% Compound Annual Growth Rate (CAGR): The gamification market in Indonesia has expanded rapidly, with massive consumer adoption.
- Mobile-First Domination: High smartphone penetration demands 100% responsive, touch-optimized mobile web experiences.
- Target Age 18–34: The most engaged demographic in gamified experiences comprises tech-savvy millennials and Gen Z.
- High Demand for Tangible Rewards: Indonesian users show strong preference for real-world benefits (discounts, exclusive merchandise, grand holiday tickets) over purely virtual badges.
- 5–7 Minute Attention Span: On average, users spend 5 to 7 minutes per session on automotive gamification platforms, requiring immediate value delivery.
Indonesian gamification market growth and automotive trends.
Consumer behavior insights highlighting engagement spans and tangible reward inclinations.
OutputComprehensive market report outlining mobile-first, hybrid educational, and tangible reward guidelines.
04· User Research & Interviews
4. Provisional Personas & 5 In-Depth User Interviews
To validate market assumptions, we formulated 3 provisional personas (Elsa, Eric, Lisa) and conducted in-depth qualitative interviews with 5 diverse participants.
✦ 3 Provisional Personas
- Elsa (18–34, Worker & Gamification Enthusiast): Enjoys loyalty points, accumulating rewards, and social sharing.
- Eric (25–40, Loyal Hyundai Customer): Regularly attends brand events, follows product innovations, and seeks community tickets.
- Lisa (30–45, Promo Seeker): Actively tracks campaigns and newsletters, aiming for merchandise and exclusive gifts.
✦ 5 In-Depth Interview Transcripts
- 1
Zahra (22, Student)Views gamification as a powerful motivator that turns routine activities into fun challenges. Motivated by points, status, and recognition.
- 2
Salman (31, Working Professional)Pragmatic perspective. Values simplicity and efficiency over complex mechanics; dislikes forced or distracting gamification.
- 3
Olivia (27, Tech Worker)Extremely enthusiastic about gamification. Highly motivated by tangible rewards (discounts, gift cards, grand travel prizes).
- 4
David (33, Manager)Context-dependent view. Appreciates gamification when seamlessly integrated, but rejects cluttered experiences. Values community recognition.
- 5
Ardian (36, Digital Specialist)Driven by purpose and achievement. Motivated by exclusive/early access to new vehicle features and clear progress tracking.
Visual profile cards of the 5 interview participants.
Output5 validated interview transcripts capturing broad perspectives from enthusiastic gamers to pragmatic users.
05· Empathy Map & Persona
5. Empathy Mapping & Primary User Persona (Olivia)
We synthesized the interview transcripts into an Empathy Map, uncovering common trends and formulating our primary user persona: Olivia.
✦ Empathy Map Insights & Needs
- Diverse Perceptions: Gamification must balance playful engagement for enthusiasts while remaining clean and unobtrusive for pragmatists.
- Tangible Real-World Rewards: Direct integration with MyHyundai Coins, mall vouchers, and holiday flight raffles drives top engagement.
- Adaptable Difficulty: Moderate, enjoyable difficulty prevents user frustration and ensures high completion rates.
✦ Primary Persona Profile: Olivia (32, Surabaya)
Olivia is a tech-savvy Digital Marketing Specialist living in Surabaya. She is an active Hyundai owner who uses the MyHyundai app regularly and loves participating in promotional campaigns to unlock exclusive travel experiences and vehicle perks.
- Goals: Actively participate in Hyundai campaigns to win the grand prize holiday trip to Jakarta and redeem MyHyundai Coins.
- Motivations: Sense of achievement, tangible vehicle savings, and sharing premium experiences with family.
- Frustrations: Vague campaign rules, unattainable rewards, and convoluted multi-page progress flows.
Empathy mapping matrix synthesizing user thoughts, feelings, sayings, and actions.
Primary user persona profile: Olivia, 32, Digital Marketing Specialist, Surabaya.
OutputStructured Empathy Map and primary persona model guiding all gameplay mechanics.
06· Storyboard
6. 10-Stage User Journey Storyboard: From Mall Booth to Flight
To visualize Olivia's complete end-to-end journey from initial awareness at an exhibition booth to claiming her grand prize, we crafted a 10-stage visual storyboard.
✦ The 10-Stage Storyboard Flow
- 1
1. Event Poster DiscoveryVibrant posters displayed prominently across exhibition venues in Medan, Bandung, Semarang, and Banjarmasin catch Olivia’s attention.
- 2
2. Goal SettingOlivia is inspired by the aspiration to win a dream trip to Jakarta with 3 companions.
- 3
3. Visiting the Hyundai BoothOlivia visits the mall booth and is warmly welcomed by a Hyundai representative who offers a test drive.
- 4
4. Test Drive & Unique CodeOlivia test drives a Hyundai EV and receives a Unique Campaign Code as a reward.
- 5
5. Inputting Unique CodeOlivia inputs the code into the mobile web app to unlock gameplay access and bonus points.
- 6
6. Playing the Trivia GameShe plays the interactive True-or-False trivia quiz, answering questions about Hyundai innovation.
- 7
7. Anticipation & Point AccumulationOlivia completes daily missions, collects points, and converts them into raffle entries.
- 8
8. Winner AnnouncementOlivia’s name is drawn during the campaign finale as the lucky grand prize winner.
- 9
9. Celebrating with Loved OnesOlivia celebrates and plans her Jakarta vacation with family and friends.
- 10
10. Boarding Flight to JakartaOlivia and her companions board the plane, completing an unforgettable brand journey.
Storyboard stages: Code redemption, quiz gameplay, points collection, and winner announcement.
Storyboard stages: Celebrating with loved ones and boarding the flight to Jakarta.
Output10-stage journey storyboard mapping physical exhibition touchpoints to digital rewards.
07· Goals & Ideation Concepts
7. Define: Business vs. User Goals & 3 Ideation Concepts
We aligned Hyundai's corporate marketing goals with user desires, followed by brainstorming three potential gamification formats.
✦ Business Goals vs. User Goals Alignment
- Business Goals: Increasing exhibition attendance, driving test drives, promoting gamification usage, and boosting brand recall.
- User Goals: Winning the grand prize, transparent points tracking, receiving event alerts, and enjoying simple, fun gameplay.
✦ Evaluation of 3 Brainstormed Concepts
- 1
Concept 1: Car Driving GameVirtual driving simulation with Hyundai vehicles completing obstacle tracks. (Rejected: Required heavy 3D rendering and caused high mobile drop-offs).
- 2
Concept 2: Virtual Guessing GameGuessing hidden car features and interior components. (Rejected: Narrow appeal, harder for casual automotive fans).
- 3
Concept 3: True-or-False Quiz (Selected Final Idea)Fast-paced, card-based True-or-False quiz testing automotive trivia. (Winner: Easiest accessibility, lowest cognitive barrier, highly addictive for all ages).
OutputSelection of True-or-False Quiz concept, defined sitemap, and core gameplay mechanics.
08· User Flow & UI Guidelines
8. Ideation: User Flows, Wireframes, UI Moodboard & Guidelines
We established three core design principles ('Playful', 'Professional', and 'Simple') and built a comprehensive UI design guide tailored to Hyundai's brand identity.
✦ 3 Core Design Principles
- Playful: Energetic card swipe mechanics, confetti micro-animations, and vibrant reward badges.
- Professional: Clean typography, authoritative vehicle specs, and compliance with Hyundai global brand standards.
- Simple: Zero learning curve, large touch targets, and instant feedback on correct/incorrect answers.
✦ Typography & Color Architecture
- Color Palette: Hyundai Active Blue (#002C5F), Sky Blue (#00AAD2), Golden Amber (#F7B928), and crisp neutral whites.
- Typography: Hyundai Sans Head and Hyundai Sans Text with clear hierarchy and optimal legibility.
- Component Shapes: 16px rounded card corners, bold floating action buttons, and clear indicator tags.
Hyundai Sans Head Office typography scale, brand color tokens, and modular UI components.
OutputComplete UI style guide, moodboard, and high-fidelity component library.
09· High-Fidelity Prototyping
9. High-Fidelity Design & Interactive Prototyping in Figma
We transformed the wireframes into pixel-perfect high-fidelity mockups and constructed an interactive Figma prototype to simulate real-world gameplay.
✦ High-Fidelity Prototyping Features
- Card Swipe Gestures: Swiping right for True and left for False with tactile haptic and visual feedback.
- Real-time Countdown: Visual pressure gauge motivating quick answers while displaying life points.
- Points & Raffle Feedback: Immediate reward popup displaying earned MyHyundai Coins and raffle ticket numbers.
High-fidelity mockups for game start, active question card, correct answer celebration, and point ledger.
OutputInteractive Figma prototype ready for multi-variant concept testing.
10· User Testing & Iteration
10. User Testing & A/B Concept Evaluation (Design 1 vs. 2 vs. 3)
We recruited potential customers and internal stakeholders to evaluate three distinct card game design concepts in A/B testing.
✦ 3 Concept Variations Tested
- 1
Design 1: 60-Second Timer + Gamified CardsEmphasized time pressure with yellow special question highlights. Feedback: Exciting pace, but button icons were missing and visual style felt slightly overwhelming.
- 2
Design 2: Attempt Counter + Polaroid Card StyleNon-time-based attempts with retro polaroid styling. Feedback: Nostalgic feel, but lacked urgency without a timer, and card style felt less aligned with high-tech automotive.
- 3
Design 3: Life Indicator + Bright Thumb ButtonsBright colored cards with prominent thumb action buttons. Feedback: Intuitive button symbols, but background imagery distracted from question readability.
✦ Merging the Best Design Solutions
By synthesizing user survey data across all 3 concepts, we merged the winning elements into an optimized final design:
- Timer System: Added a calibrated countdown to inject excitement without causing undue stress.
- Life / Health System: Implemented 3 lives per session to prevent users from making random blind guesses.
- Transparent Tutorial: Introduced a clear, skippable 3-step onboarding tutorial on first launch.
- High-Contrast Question Typography: Cleaned card backgrounds so text is instantly readable under bright mall exhibition lighting.
A/B concept testing comparing timer-based, polaroid-style, and thumb-button variations.
Merged final design incorporating calibrated timer, life system, clear icons, and brand colors.
OutputFinal validated trivia interface combining time urgency, life mechanics, and pristine readability.
11· Improvements & Loyalty
11. Experience Improvements: Onboarding Redesign & MyHyundai Coins
Testing revealed initial user confusion when first landing on the web app. We overhauled the onboarding sequence and deepened loyalty mechanics.
✦ Onboarding UX Overhaul
- 1
Clear 3-Step GuidanceStep-by-step visual walkthrough explaining how to earn points, participate in test drives, and claim raffle tickets.
- 2
Visual Progress IndicatorsClear stepper displaying mission completion (3/5 missions complete) and countdown timers (Diisi dalam: 5j 30m).
- 3
MyHyundai Coins Point ExchangeIntegrated points-to-coins conversion tiers: 10, 20, 100, 1000, 2000, and 20,000 coins directly spendable in the MyHyundai App ecosystem.
Redesigned onboarding sequence providing step-by-step visual guidance and mission countdowns.
Daily missions dashboard, raffle entry status, and Jakarta holiday trip campaign banner.
Coin redemption tiers allowing users to exchange campaign points for official MyHyundai app currency.
OutputFrictionless onboarding experience and rewarding MyHyundai loyalty loop.
12· Launch & Campaign Results
12. Soft Launch, Accessibility & Measurable Campaign Results
We deployed a soft launch to test real-world performance in mall environments, ensuring full accessibility before full rollout across Medan, Bandung, Semarang, and Banjarmasin.
Bridging Physical Exhibitions with Digital Delight
The Cinta Hyundai campaign demonstrated that simple, accessible gamification backed by real tangible rewards dramatically elevates brand perception and drives physical showroom engagement.
Measurable Campaign Outcomes
- 🚀 +32% Increase in Booth Exhibition Attendance: Foot traffic to Hyundai exhibition booths surged by nearly a third compared to the previous year’s campaign.
- 🚀 +61% Increase in Gamification Engagement: Active user participation in gamified challenges expanded dramatically across all 4 host cities.
- 🚀 +25% Increase in Average Time Spent: Visitors spent significantly more time interacting with the brand’s digital and physical touchpoints.
- 🚀 +15% Increase in Brand & Feature Recall: Post-campaign surveys recorded higher consumer knowledge of Hyundai EV technology and smart features.
- 🚀 7 out of 8 User Satisfaction Rating: Overwhelmingly positive qualitative feedback regarding ease of use and gameplay delight.
Strategic Key Takeaways
1. Listen to User Feedback: Conducting early concept testing and A/B evaluations transformed initial friction into an intuitive, high-converting experience.
2. Data-Driven Decision Making: Establishing clear performance baselines (time spent, attendance, recall) allowed the team to iterate with laser focus and achieve superior business results.
