UI/UX Case Study: Hero MotoCorp

Brief: As an aspect of a UI/UX module, we were allowed the chance to upgrade the client experience and UI of a current stage. My accomplice Arvind Vempati and I, did a top to bottom investigation of Hero MotoCorp in general, the current interface and issues with the current layout. We, alongside the direction of our guides, Abhrojit Sir and Rajeev Sir, proposed changes to improve the client experience and UI of the website.

Disclaimer: This contextual analysis is only for educational purposes only.

Hero MotoCorp

Hero MotoCorp is a leading Indian manufacturer of two-wheeler (i.e., motorcycles and scooters) that is headquartered in New Delhi. Based on market capitalization, it is not only the largest two-wheeler manufacturer in India but the largest in the world as well. In 2018, Hero MotoCorp has already expanded its global presence to 37 countries across 4 continents. In the same year, it became the first two-wheeler company in the world to achieve more than 7.5 million unit sales.

It was previously branded as Hero Honda. In 2011, the joint venture between Honda Japan and the Hero Group (managed by the Munjal brothers) ceased after the emergence of a series of problems between the two companies.

Vision:

The vision of the company is to be one of the best companies to sell two- wheeler throughout India and some parts of the world. They want to achieve ‘The future of mobility’ as they’ve said on their website.

Mission:

• Create

-Re-define mobility through the creation of a mobility road map.

-Set best practices and benchmarks for the industry.

• Collaborate

-Leverage partnerships and exhibit Teamwork.

-Co-create solutions that benefit the community, while caring for both the internal and external environmental

ecosystems and support sustainability.

• Inspire

-Move forward with purpose.

-Inspire our colleagues, customers and communities.

-Thrive on the local and global stage.

Values:

Passion, Integrity, Respect, Courage, Responsibility.

Stakeholders:

• Hero MotoCorp

- Manufacturing for the masses.

- Maintaining the existing standards.

• Customers

- People who appreciate Maximum performance within an affordable range.

- Mostly working men (20–35 year olds).

- Young female individuals you seek style and mileage in affordable rates.

• Automobile Dealers

- Dealers rely on the company for parts and products.

- The company also is dependent on the dealers to sell their products and services.

- Dealers play a very important role as they are responsible for the maximum outreach of the company products to its customers.

• Shareholders

Competitor analysis

The top competitors of Hero MotoCorp are as under:-

1. TVS Motor Company
2. Bajaj Auto
3. Honda motorcycles and scooters India

In terms of assets and Net profit only Bajaj is more valuable than Hero MotoCorp. The main reason for this is that Bajaj has been in the market for a decade or so more than Hero Motocorp.

Hero started off as a cycle manufacturing company in India. Around 26 years ago the Japanese company Honda partnered with Hero to manufacture motorcycles in India. This tie-up venture was really successful. but now the companies have split and Hero is an independent motorcycle manufacturer. Honda has also stayed in the country and they go by the name of Honda motorcycles and scooters India. Although Honda helped an Indian company(Hero) to expand its business by tying up with them, currently Hero stands as the world’s largest two-wheeler manufacturer.

Hero stands in the top 5 in the world in the leading bike companies beating a company like BMW. the only companies which are above Hero are Ducati, Harley Davidson and Yamaha which stands one number 1.

SWOT analysis

Strengths

• Huge Brand Equity– This is really one of the biggest strengths of Hero MotoCorp. This company is one of the biggest players in the market of two-wheeler.
• Strong Brand Image– A Company can only grow once it is popular by its brand name. Hero MotoCorp is really one of those companies who can play hard on the popularity field.
• Excellent Distribution– Hero MotoCorp has more than 3000 dealerships and service centers which have made it the leading company in the industry.
• Awards and Recognition– Customers can rely on a brand when it is acknowledged with rewards and awards. Hero MotoCorp has received many in all these years.
• Sponsorship– Events, related to sports and racing provide sponsorship to the company that has made it hugely popular of all its competitors.

Weaknesses

• Strong Competition– There are lots of national and international players in the market who give tough competition to the Hero MotoCorp.
• Lack of Innovation– Maximum products of Hero MotoCorp comes with almost similar features, whether is design and functions.

Opportunities

• Two-wheeler segment is one of the most growing industries.
• Export of Hero MotoCorp bikes is limited i.e. untapped international markets.
• Introduction of bikes in the premium segment.

Threats

• Strong competition from Indian as well as international brands.
• Dependence on government policies and rising fuel prices can affect business margins for Hero MotoCorp.
• Better public transport will affect two-wheeler sales.

Analyzing the existing interface

Problems

• No search bar
• Bad space management; a lot of negative space.

• Text is ineligible due to small size and off color.
• Lack of product images in the home page.
• Poor space consumption and arrangement of web page elements.
• Products drop down menu is cramped and unbalanced.

• Icons have a lot of inconsistency.
• Each product page has a different style and structure causing a feeling of disconnection from the home page.
• Sign in and login buttons are really small and not visible.
• As it is a brand for middle class, the price should be clearly visible. but navigating to the price of the product is quite tedious.

Suggested changes

• Introducing a search bar.
• Scaling the contents of the page the till the edge of the website.
• Adding pictures of products on the home page.
• Mentioning price of products as the audience is mainly interested in the cost of products.
• Reducing the number of steps required to reach the products page and also to reach the buy product page.
• Removing the drop down menu for products.
• Adding a separate page for product list where the user can navigate between products and compare prices.

Information Hierarchy

Navigation flow

Wireframes

Style guide

Prototypes

Conclusion

To conclude I would like to appreciate the involvement of my teammate and specially the help that my mentors provided me to have a wonderful experience while doing this UI/UX project on Hero MotoCorp. The challenges faced by me and my teammate were not less but the fun and experience was equally wonderful. I’ve learned a lot throughout the journey of this project.

Hope you all like it!

Thank you!

This was a collaborative project by:

Neel Mohanty

Arvind Vempati