Hyundai Card DIVE is an app that unifies the full range of cultural assets Hyundai Card has built — the Library, Super Concert, Culture Project, and more — into one place. It started from the recognition that too many separate touchpoints were fragmenting communication, leaving these cultural investments under-recognized relative to what the company had put into them.
Hyundai Card DIVE
2019
Role
Service Detail Design / Design Team Lead — app concept, UX structure design, prototyping, user research
Outcome
1M downloads within 3 months of launch · 2019 iF Design Award
We first defined why customers would use it and why the company was building it, then narrowed that down to two goals.
Goals
A window that captures broader cultural trends,
and a tool that elevates the experience of the spaces and concerts themselves.
We built user scenarios for each cultural space, broke them down into individual features, and drafted the menu structure from there.
The design was then validated through concept testing, acceptance testing, and usability testing.
Final Design
The main feed was designed around the concept of “viewing the world through a card,” and its content modules follow the same card proportions. The app itself became a tool and admission ticket at the Library and concert venues — the Library, once accessible only to Hyundai Card holders, became a space anyone could enter simply by installing the app.
Outcomes
We reached 1 million downloads in about 3 months after launch — a milestone we'd expected to take over a year. The app also won the 2019 iF Design Award.