MG Next Generation Automotive Kompanjon Applikaasje by Star and Saic Oimt

MG Next Generation Automotive Kompanjon Applikaasje by Star and Saic Oimt is a highly esteemed winner of the very prestigious 2024 A' Design Award yn Goud in Ynterface, Ynteraksje en Brûkersûnderfining Ûntwerp Competition Category.

GoudYnterface· 2024

MG Next Generation Automotive Kompanjon Applikaasje

by Star and Saic Oimt

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

A' Design Award yn Goud Winner in Ynterface Category

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Verified Award Winner

Verify Award Status for #159578

View at A' Design Award Press Release Award Badge

Colors

The Design

About MG Next Generation Automotive Kompanjon Applikaasje

MG Next Generation is in kompanjon-applikaasje foar auto-eigners, makke foar mobile telefoans en smartwatches. De applikaasje bringt ferskate regionale applikaasjes gear yn ien wrâldwiid produkt. Funksjes kinne oanpast wurde op lokaasje en op fiertúchmodel, sadat elke eigner in personalisearre set ark krijt. In trijediminsjonaal automodel wurdt toand yn in firtuele garaazje, en heksagoan-widgets folgje de merkidentiteit. In gastmodus lit minsken sûnder auto de wichtichste funksjes ferkenne foardat se in beslút nimme.

The Recognition

About the A' Design Award yn Goud

MG Next Generation Automotive Kompanjon Applikaasje is in winner fan de A' Design Award yn Goud, in ekstreem prestisjeuze erkenning foar earste-klas, prachtige en treflike ûntwerpen. Goudwinners binne tige ynnovative, fisionêre en glamoureus ferbjusterjende skeppings dy't it sjeny, de wiisheid en de feardigens fan har ûntwerpers wjerspegelje. Fan MG Next Generation Automotive Kompanjon Applikaasje wurdt ferwachte dat it in tige priizge, trendsettende en monumintale útfining is dy't unferlykbere wearde leveret. Dit winnende ûntwerp fan de A' Design Award yn Goud is in spektakulêr, respektearre projekt dat grutte foardielen bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. MG Next Generation Automotive Kompanjon Applikaasje makket yntinse gefoelens fan begearte, stekt passy oan, stimulearret kreativiteit en fassinearret ús.

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