MG Next Generation Ngwa Enyi Ụgbọala by Star and Saic Oimt

MG Next Generation Ngwa Enyi Ụgbọala by Star and Saic Oimt is a highly esteemed winner of the very prestigious 2024 Ihe Nrite A' Design Award nke Ọlaedo in Nhazi Ihu Ngwá Ọrụ, Mmekọrịta na Ahụmịhe Onye Ọrụ Competition Category.

ỌlaedoIhu Ngwá Ọrụ· 2024

MG Next Generation Ngwa Enyi Ụgbọala

by Star and Saic Oimt

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

Ihe Nrite A' Design Award nke Ọlaedo Winner in Ihu Ngwá Ọrụ Category

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The Design

About MG Next Generation Ngwa Enyi Ụgbọala

MG Next Generation bụ ngwa enyi maka ndị nwe ụgbọala, nke e mere maka ekwentị mkpanaaka na elekere smart. Ngwa a na-achịkọta ọtụtụ ngwa mpaghara dị iche iche n'otu ngwaahịa zuru ụwa ọnụ. Enwere ike ịgbanwe atụmatụ ya dabere n'ebe mmadụ nọ na ụdị ụgbọala, ka onye ọ bụla nwe ụgbọala nwee ngwá ọrụ ndị e mere ka ọ dabara ya. A na-egosi ihe nlereanya ụgbọala nwere akụkụ atọ n'ime ebe nchekwa ụgbọala nke mebere emebe, ma widget ndị nwere ọdịdị hexagon na-agbaso njirimara akara ahịa ahụ. Ọnọdụ ọbịa na-enye ndị na-enweghị ụgbọala ohere inyocha isi atụmatụ ndị ahụ tupu ha emee mkpebi.

The Recognition

About the Ihe Nrite A' Design Award nke Ọlaedo

MG Next Generation Ngwa Enyi Ụgbọala meriri A' Design Award nke Ọlaedo, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa mbụ, dị ịtụnanya ma pụtara ìhè. Ndị meriri na Ọlaedo bụ ihe e kere eke dị oke ọhụrụ, nwere ọhụụ ma na-egbu maramara nke na-egosipụta ọgụgụ isi, amamihe na nka nke ndị designer ha. A na-atụ anya na MG Next Generation Ngwa Enyi Ụgbọala ga-abụ ihe e mepụtara kacha enweta otuto, na-edu ọnọdụ ma bụrụ ihe ncheta nke na-enye uru na-adịbeghị mgbe ọ bụla. Design a meriri A' Design Award nke Ọlaedo bụ ọrụ dị ebube, a na-asọpụrụ nke na-erite uru buru ibu ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. MG Next Generation Ngwa Enyi Ụgbọala na-eweta mmetụta ọchịchọ siri ike, na-akpali agụụ, na-akwado nzụlite ihe ma na-adọrọ anyị adọrọ.

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