KIA MOTORS AMERICA
Kia Continuum
Kia Motors America approached me with a business problem - they didn’t have a branded merchandise platform and they wanted me to invent one. I took the road a little further and strategized a complete rewards eco-system in which users could not only earn swag or buy Kia swag, but also earn partnership rewards and even cold hard cash toward their next Kia. Kia Continuum customers will be armed with both a desktop and mobile application to make the most of the Continuum partnership ecosystem and their Kia vehicle. Users can Shop for a new/used Kia using points, Redeem points for an Amazon Gift card, Pay for all or part of their monthly payment with points, Book or upgrade travel, & Shop for official and partner branded merchandise & services.
Services: Brand Design & Strategy, E-Commerce Strategy, User Research, Creative Direction, Information Architecture, Experience Design, Visual Design, Prototyping
Logo Design
I designed the Kia Continuum logo to both give the branded program it’s own identity but also to leverage the visual style of the all-new Kia main mark. The logo uses hash marks to reinforce proper pronunciation of the name.
On the desktop, users will be met with a simple layout featuring aspirational messaging designed to excite and entice exploration. The main hero image will reflect the model the user owns and the types of general interests they exhibit.
In this case, let’s see the experience of a 47 year old, male Telluride owner. Through advanced personalization technology, Kia Continuum users will receive direct links (via graphical touts) to areas of the site that will drive general use and, ultimately, conversion.
Further exploring the homepage, users will see Official Kia Products and promotions geared toward driving sales and customer retention. In this case, the user’s lease is close to expiring, so they are met with a special promotion to use their points balance toward a new Kia purchase or lease.
Scrolling further down the homepage, this particular user will see an offer to enter a sweepstakes to win 2 tickets to the NBA game of their choice.
35yo. female Sorrento owner
This is an example of the same page but for a different user with a different VEhICLE and interests
DATA TARGETED
The products and services are tailored to the interests of the driver. Creative touts are served in the same fashion as the Telluride owner, but reflect the specific things that we have determined are of interest to this specific user.
AUTOMATED
Using marketing automation tools, the page changes from user to user to accurately serve up the most relevant offer at the most opportune time.
PERSONALIZED
This particular user will see a Target feature area (instead of the NBA promotion seen for the Telluride owner) at the bottom of the page.
As users explore the site further, the will be able to select specific areas of interest - like the movies - to enrich and expand their lives.
MobilITY DONE RIGHT
The Kia Continuum Mobile Companion app offers all the basic functionality of the Web App, but with one key difference… it brings everything into the real world… the real LIVES of Kia drivers.
With smartphones being ubiquitous in today’s world, we can leverage this modality to offer profound benefit to Kia Continuum members. Drivers armed with smartphones are searching for their destinations, plotting their course, and staying in contact with co-workers, friends and family 24/7.
In this case, we have a user that has plotted a course to the local mall for some shopping. The Kia Continuum system recognizes this and serves up a special offer for discounted movie tickets for the AMC at the mall.
The user finds the movie they have been waiting to see and buys two tickets on the spot. The Kia Continuum in action provides users with real-world benefits and extends the value of the Kia Experience beyond that of a tool to get from point A to Point B, but rather to a trusted partner, concierge and advisor.
KIA BRANDED MERCHANDISE
I designed these concepts to reflect the style and design cues of Kia Vehicles.
