MG iSmart Infotainment System HMI by Star is a highly esteemed winner of the very prestigious 2021 Golden A' Design Award in Interface, Interaction and User Experience Design Competition Category.
GoldInterface· 2021
MG iSmart Infotainment System HMI
by Star
Client: SAIC Overseas Intelligent Mobility Technology Co., Ltd.
Golden A' Design Award Winner in Interface Category
Verified Award Winner
Verify Award Status for #120910The Design
About MG iSmart Infotainment System HMI
MG iSmart is an infotainment system interface designed for cars of the MG brand. The interface supports a new market rollout with a custom solution built around connectivity, digital touchpoints and smart assistants. Research and ideation sessions with the brand team and with customers in the target markets guided the user flows. Three interaction concepts were prototyped, and six visual directions were tested before one final direction was selected and developed in detail. Vehicles equipped with MG iSmart are on the road in India and Thailand.
The Recognition
About the Golden A' Design Award
MG iSmart Infotainment System HMI is a Golden A' Design Award winner, an immensely prestigious recognition granted to first-rate, marvelous, and outstanding designs. Golden winners are exceedingly innovative, visionary, and glamorously dazzling creations that reflect the prodigy, wisdom, and prowess of their designers. MG iSmart Infotainment System HMI is expected to be a highly praised, trendsetting, and monumental invention that delivers unprecedented value. This Golden A' Design Award-winning design is a spectacular, respected project that highly benefits and advances the boundaries of art, science, design, and technology. MG iSmart Infotainment System HMI creates intense feelings of desire, evokes passion, encourages creativity, and fascinates us.
Where to Get It
Automotive UX and HMI Design Services
We specialize in creating human-centered digital experiences for the automotive industry. Our award-winning team designs intuitive infotainment systems and HMI solutions that strengthen emotional connections between drivers and brands. From concept to implementation, we deliver UX that transforms mobility.
Discuss Your ProjectBehind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- SAIC s brand MG was challenged with a new market rollout and needed a custom HMI solution to support this strategic initiative. The design embraces new technology trends centered around connectivity digital touchpoints and smart assistants with an intuitive interface that strengthens consumers' emotional relationships with both the vehicle and the MG brand.
- Dimensions & Packaging
- Star s approach ensured that the UX flows were finalized and validated mid project so that the UI kit was ready for engineers to implement and develop. New MG cars equipped with our new HMI solution are now on the road in India and Thailand.
- Tags
- Infotainment HMI, MG iSmart, UX, Automotive industry, Technology
- Production Technology
- We began by understanding market trends and competitors. Then we conducted on site ideation to understand the customer journey and quickly prototype core interaction frameworks. Equipped with three interaction concepts we joined forces with SAIC s innovation team to work on the visual design. Together we produced six different design directions tested these internally and selected three finalists. SAIC selected a final design direction and our team developed a detailed visual and motion design.
- Inspiration
- Everything we do here at Star is human centered. We wanted to create an HMI that was not only functional and beautiful but user friendly and seamless. We dug in and hosted numerous creative and research sessions both with the SAIC team and MG customers in respective markets to learn about their needs what engages them and gather data points that empowered our design process to be user-focused from its inception.
- Project Duration
- Timeline January 2019 until May 2019
HMI was released on time new vehicles were presented on Shanghai Autoshow in April 2019. - Team Members
- Star team: Mikhail Rakityaskiy, Head of Design; Vladimir Gnatovych, UX Design Lead; Nikolay Apostol, User Experience Designer; Valery Loboda, Senior UX Designer; Vitaliy Davidenko; UX Designer.
From SAIC team: Ying Bai, UI Designer; Zhao Hua Fang, UI Designer; Shengjie Huang, Senior Product Manager.
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