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Launching Kia’s First Pickup Truck in the Middle East
Launching Kia’s First Pickup Truck in the Middle East
Launching Kia’s First Pickup Truck in the Middle East
7 min est. read
Overview
Kia Tasman was Kia's first pickup truck launch in the Middle East. Nothing from their global setup could be used directly. Korean assets couldn't be licensed to the region, 3D renders had to be created from scratch in parallel, and the microsite and configurator had to feel like one connected journey despite being built as two separate surfaces.
I led the experience direction across both surfaces, delivered in English and Arabic with full RTL support.
Kia Tasman was Kia's first pickup truck launch in the Middle East. Nothing from their global setup could be used directly. Korean assets couldn't be licensed to the region, 3D renders had to be created from scratch in parallel, and the microsite and configurator had to feel like one connected journey despite being built as two separate surfaces.
I led the experience direction across both surfaces, delivered in English and Arabic with full RTL support.
My Role
Lead Designer
Responsibilities
0 to 1 Experience Design
Timeline
Q1 2025
Outcomes
Outcomes
Regional Launch
Regional Launch
Kia's first pickup truck introduced to the Middle East through a dedicated digital experience built from scratch.
Kia's first pickup truck introduced to the Middle East through a dedicated digital experience built from scratch.
Built to Adapt
Built to Adapt
A component library meant 3D asset corrections could be swapped across the entire configurator in minutes rather than days.
A component library meant 3D asset corrections could be swapped across the entire configurator in minutes rather than days.
One Cohesive Journey
One Cohesive Journey
Two separate surfaces designed to feel unified from discovery through to a configured build.
Two separate surfaces designed to feel unified from discovery through to a configured build.
The Challenge
Three things made this launch genuinely difficult.
A new category with no regional reference
Nobody in the Middle East had considered a Kia pickup truck before. The experience had to make them consider it, understand it, and want to configure one in a single visit.
No assets to work with
Kia Korea wouldn't license their 3D renders to the Middle East market. The configurator couldn't exist without them. A third party agency was commissioned to create new renders in parallel with our design work, which meant we were designing a configurator without the core visual asset it depended on.
Two separate surfaces that needed to feel like one
The microsite and configurator were built independently but had to feel like a single connected journey from discovery to configuration.
Three things made this launch genuinely difficult.
A new category with no regional reference
Nobody in the Middle East had considered a Kia pickup truck before. The experience had to make them consider it, understand it, and want to configure one in a single visit.
No assets to work with
Kia Korea wouldn't license their 3D renders to the Middle East market. The configurator couldn't exist without them. A third party agency was commissioned to create new renders in parallel with our design work, which meant we were designing a configurator without the core visual asset it depended on.
Two separate surfaces that needed to feel like one
The microsite and configurator were built independently but had to feel like a single connected journey from discovery to configuration.
Approach
Keep Moving With Placeholders
Keep Moving With Placeholders
Waiting for 3D renders would have stalled everything. I suggested moving forward with placeholder assets and a disclaimer on every frame that renders were not final. This kept approvals moving and separated the asset problem from the design problem. Kia sent a representative from Korea to work alongside us throughout.
Waiting for 3D renders would have stalled everything. I suggested moving forward with placeholder assets and a disclaimer on every frame that renders were not final. This kept approvals moving and separated the asset problem from the design problem. Kia sent a representative from Korea to work alongside us throughout.
Briefing for Jellybeans
Briefing for Jellybeans
Configurator assets aren't simple renders. Each customizable element needs its own layer, color, wheels, trim parts, tow hooks, so the configurator can swap them without reloading entirely. I briefed the 3D agency on this structure early so assets were built to work technically, not just look right.
Configurator assets aren't simple renders. Each customizable element needs its own layer, color, wheels, trim parts, tow hooks, so the configurator can swap them without reloading entirely. I briefed the 3D agency on this structure early so assets were built to work technically, not just look right.
Component Library as Insurance
Component Library as Insurance
When renders came in with errors caught by the Kia product team, swapping assets was straightforward. Change a few key components and the library updated everything else. Without components, each correction would have taken days.
When renders came in with errors caught by the Kia product team, swapping assets was straightforward. Change a few key components and the library updated everything else. Without components, each correction would have taken days.
A Background That Felt Regional
A Background That Felt Regional
Most configurators use grey or nothing. I pushed for a subtle regional background that placed Tasman in the Middle East. Internal team members disagreed. Kia loved it.
Most configurators use grey or nothing. I pushed for a subtle regional background that placed Tasman in the Middle East. Internal team members disagreed. Kia loved it.
One Journey Across Two Surfaces
One Journey Across Two Surfaces
Consistent terminology, visual patterns, and interaction principles across both surfaces so users never felt the seam between them. Trim first, exterior second, interior third, accessories last. Biggest decisions when attention is highest.
Consistent terminology, visual patterns, and interaction principles across both surfaces so users never felt the seam between them. Trim first, exterior second, interior third, accessories last. Biggest decisions when attention is highest.
Bilingual From the Start
Bilingual From the Start
Every surface delivered in English and Arabic. Layouts and hierarchies rethought for right to left readers, not just mirrored.
Every surface delivered in English and Arabic. Layouts and hierarchies rethought for right to left readers, not just mirrored.
Microsite
Configurator
Outcomes
The launch delivered Kia's first regional pickup truck experience built entirely for the Middle East market. A component library meant 3D asset corrections from the parallel render agency could be swapped across the entire configurator in minutes rather than days. Two separate surfaces were designed with shared language, patterns, and flow so users moved from discovery to configuration without feeling the seam between them.
The launch delivered Kia's first regional pickup truck experience built entirely for the Middle East market. A component library meant 3D asset corrections from the parallel render agency could be swapped across the entire configurator in minutes rather than days. Two separate surfaces were designed with shared language, patterns, and flow so users moved from discovery to configuration without feeling the seam between them.
Learnings
Separating design decisions from asset availability keeps projects moving when dependencies are outside your control.
Briefing the 3D agency on jellybean structure early meant we never had to redesign the configurator architecture later. Understanding technical constraints changes the quality of decisions you make at the start.
The regional background reminded me that the most impactful suggestions are sometimes the ones that go against the obvious default.
Separating design decisions from asset availability keeps projects moving when dependencies are outside your control.
Briefing the 3D agency on jellybean structure early meant we never had to redesign the configurator architecture later. Understanding technical constraints changes the quality of decisions you make at the start.
The regional background reminded me that the most impactful suggestions are sometimes the ones that go against the obvious default.