MG Next Generation Companion App by Star and Saic Oimt |
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| DESIGN NAME: MG Next Generation PRIMARY FUNCTION: Companion App INSPIRATION: To address the scattered UX complexity present across multiple MG apps, our team developed a unified app using a modular approach. This design empowers users to customize features according to their location and specific vehicle model, delivering a personalized experience. The reimagined structure now incorporates all pre-existing functionalities, guaranteeing clarity, predictability, simplicity, scalability, and substantial value for both users and the business. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The MG app is a mobile and watch companion for car owners. Our main objective was to create a more holistic mobile experience by integrating existing apps from various markets into a unified global application. The new app aims to boost the adoption of companion devices, allowing users to customize features based on their location and specific vehicle model, delivering a personalized experience. OPERATION / FLOW / INTERACTION: Incorporating real-life patterns and metaphors makes the design clear and intuitive. We based the placement of frequently used functions on user research and ergonomic principles, ensuring easy accessibility. Feedback from validation sessions led to refinements for more clear controls. Careful attention was given to the first-time experience to assist users in binding the car and exploring features. Furthermore, we introduced a guest mode, enabling potential buyers to explore the app's advantages for more informed decision-making. Finally, the watch app offers essential features precisely when users need them. PROJECT DURATION AND LOCATION: up to 6 month, China FITS BEST INTO CATEGORY: Interface, Interaction and User Experience Design |
PRODUCTION / REALIZATION TECHNOLOGY: We aimed to mimic real car experience digitally using a 3D model, giving users a real sense of their vehicle on their screens. We placed the car in a virtual garage inspired by futuristic and sci-fi concepts. We adopted a clear black and white palette, with hints of metallic and vibrant orange for contrast. Elevating surfaces and visual effects added tangible materiality to the interface, intensified by fluid animations and interactions that emulate real-world functionality. Hexagon widgets, echoing MG's logo, maintain coherence and reinforce the brand's identity. SPECIFICATIONS / TECHNICAL PROPERTIES: - TAGS: mobile, apple watch, 3D, car, automotive, companion app, design system, EV RESEARCH ABSTRACT: Our team thoroughly analyzed vehicle-related apps, identifying market trends, strengths, areas for improvement, and potential innovations. We employed card sorting exercises to grasp user navigation preferences, collaborating with the client team to prioritize features aligning with business goals. Utilizing insights from these exercises, we crafted an interactive prototype showcasing 8 core use cases. Testing this prototype with car owners worldwide uncovered usability issues and app pain points. Leveraging these insights, we refined and improved the app's design to meet user expectations, ensuring a seamless and satisfying experience. CHALLENGE: We've segmented users into two distinct groups: car owners and non-owners. Each group has unique informational needs and preferred functionalities. For car owners, access is provided to a customizable My MG screen, offering swift vehicle control along with personalized features and essential data. Non-owners utilize a guest mode to preview key features and gather information about MG cars. This mode enables potential buyers to explore the advantages of informed decision-making. One of the significant challenges faced by the client was managing separate regional apps, leading to maintenance issues and limited scalability. In response, we executed a comprehensive revamp of the app's design approach to address this issue. ADDED DATE: 2024-02-27 16:35:30 TEAM MEMBERS (1) : Viacheslav Shkolnyi, Anastasiia Gryshchenko, Kate Hutenieva, Nikolay Apostol, Maryna Ionova, Ivan Shvarov, Bao Yidan, Tang Shenghao, Wu Donghai, Lu Min, Xu Jie, Ruan Bo IMAGE CREDITS: Star |
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NAME: SAIC Overseas Intelligent Mobility Technology Co., Ltd. PROFILE: SAIC OIMT is a Chinese state owned automotive design and manufacturing company headquartered in Shanghai China with multinational operations. SAIC Motor s business covers the research production and sales of both passenger and commercial vehicles. It is actively promoting the commercialization of new energy vehicles and connected cars and exploring the research and industrialization of intelligent technologies such as smart driving. |
| AWARD DETAILS | |
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Mg Next Generation Companion App by Star and Saic Oimt is Winner in Interface, Interaction and User Experience Design Category, 2023 - 2024.· Read the interview with designer Star and Saic Oimt for design MG Next Generation here.· Press Members: Login or Register to request an exclusive interview with Star and Saic Oimt. · Click here to register inorder to view the profile and other works by Star and Saic Oimt. |
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