Responses by Kelly Kliebe, VP group creative director, Innocean
Background: Some of the unique challenges of a new automotive brand are the pains associated with developing our dealership network. Until our network grows into its eventual projected size, we had to find new ways to engage users and get them familiar with our products. The .com configurator for Genesis is a first-of-its-kind immersive experience that enables users to virtually try the car before they buy.
Highlights: The configurator is built with cutting edge web and 3-D technologies to deliver a rich 3-D interactive car-building experience. The configurator coincides with the launch of our newly redesigned website and the all-new award-winning G70 sedan. It plays a critical role in allowing consumers to immerse and familiarize themselves with the car.
Challenges: Ensuring that the build load times feel seamless and uninterrupted since users are always customizing. Navigational structure: We wanted to keep users focused and engaged with building their vehicles. Therefore, when users enter the site to build, they are directly taken into a “funnel” experience where the primary navigation is removed, to not distract users with too many options that do not apply to the direct build and price experience.
Time constraints: Due to time constraints, we decided to space out the site model launches. This is to ensure quality of the experience and give us the ability to enhance and improve our future model sites.
Technical features: The Genesis G70 configurator is a standalone custom-built application that leveraged WebGL in combination with AEM and VueJS. The configurator uses trim and package information coming from data feeds to allow the user to configure the G70 to their taste. Vehicle Trims are sets of packages for a model of car that typically contain engine capacity, color, features and interior and exterior styling.
Anything new: We learned how to really push the limitations of web based Web GL experiences and create a unique, one-of-a-kind vehicle build and price tool that we have never seen anywhere else.
Alternative approach: Due to legal limitations, we are still not able to allow users to purchase or pre-order vehicles within the site. We are hoping to allow that in the future; it would be such a great experience to design and buy your dream Genesis vehicle all in one place.