MG Next Generation Аўтамабільны дадатак-кампаньён by Star and Saic Oimt

MG Next Generation Аўтамабільны дадатак-кампаньён by Star and Saic Oimt is a highly esteemed winner of the very prestigious 2024 Залатая прэмія A' Design Award in Дызайн інтэрфейсаў, узаемадзеяння і карыстальніцкага вопыту Competition Category.

ЗолатаІнтэрфейс· 2024

MG Next Generation Аўтамабільны дадатак-кампаньён

by Star and Saic Oimt

Client: SAIC Overseas Intelligent Mobility Technology Co., Ltd.

Залатая прэмія A' Design Award Winner in Інтэрфейс Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About MG Next Generation Аўтамабільны дадатак-кампаньён

MG Next Generation — гэта дадатак-кампаньён для ўладальнікаў аўтамабіляў, распрацаваны для мабільных тэлефонаў і разумных гадзіннікаў. Дадатак аб'ядноўвае некалькі рэгіянальных прыкладанняў у адзін глабальны прадукт. Функцыі могуць наладжвацца ў залежнасці ад лакацыі і мадэлі аўтамабіля, таму кожны ўладальнік атрымлівае персаналізаваны набор інструментаў. Трохмерная мадэль аўтамабіля дэманструецца ў віртуальным гаражы, а шасцівугольныя віджэты адпавядаюць фірмоваму стылю брэнда. Гасцявы рэжым дазваляе людзям без аўтамабіля азнаёміцца з асноўнымі функцыямі перад прыняццем рашэння.

The Recognition

About the Залатая прэмія A' Design Award

MG Next Generation Аўтамабільны дадатак-кампаньён — пераможца Залатой прэміі A' Design Award, надзвычай прэстыжнага прызнання, якое прысуджаецца першакласным, цудоўным і выдатным дызайнам. Залатыя пераможцы — гэта надзвычай інавацыйныя, вельмі празорлівыя і бліскуча ўражальныя творы, якія адлюстроўваюць геніяльнасць, мудрасць і майстэрства сваіх дызайнераў. Чакаецца, што MG Next Generation Аўтамабільны дадатак-кампаньён — гэта вельмі ўхваляльнае, тэндэнцыйнае і манументальнае вынаходніцтва, якое дае нябачаную раней каштоўнасць. Гэты дызайн, што атрымаў Залатую прэмію A' Design Award, — спектакулярны, паважаны праект, які вельмі карысны і пашырае межы мастацтва, навукі, дызайну і тэхналогій. MG Next Generation Аўтамабільны дадатак-кампаньён выклікае моцныя пачуцці жадання, абуджае запал, заахвочвае творчасць і зачароўвае нас.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Tags: mobile, apple watch, 3D, car, automotive, companion app, design system, EV
Production 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.
Design 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.
Research: 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.
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.
Project Duration: up to 6 month, China
Operation Flow: 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.
Team Members: 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