MG iSmart Atanga Pūnaha Whakamōhio-Whakangahau by Star

MG iSmart Atanga Pūnaha Whakamōhio-Whakangahau by Star is a highly esteemed winner of the very prestigious 2021 A' Design Award Koura in Hoahoa Atanga, Tauwhitiwhiti me te Wheako Kaiwhakamahi Competition Category.

KouraAtanga· 2021

MG iSmart Atanga Pūnaha Whakamōhio-Whakangahau

by Star

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

A' Design Award Koura Winner in Atanga Category

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Colors

The Design

About MG iSmart Atanga Pūnaha Whakamōhio-Whakangahau

Ko MG iSmart he atanga pūnaha whakamōhio-whakangahau i hoahoatia mō ngā waka o te waitohu MG. Ka tautoko te atanga i te whakarewanga ki tētahi mākete hou mā tētahi otinga motuhake i hangaia e pā ana ki te tūhononga, ngā pānga matihiko me ngā kaiāwhina atamai. Nā ngā wānanga rangahau me ngā wānanga whakaaro hou i te taha o te rōpū waitohu me ngā kiritaki i ngā mākete e whāia ana i arahi ngā rerenga kaiwhakamahi. E toru ngā ariā pāhekoheko i whakatauiratia, ā, e ono ngā ahunga ataata i whakamātauria i mua i te kōwhiringa o tētahi ahunga whakamutunga kotahi me tōna whakawhanaketanga taipitopito. Kei runga i ngā huarahi o Īnia me Tairana ngā waka kua whakauruhia ki te MG iSmart.

The Recognition

About the A' Design Award Koura

Ko MG iSmart Atanga Pūnaha Whakamōhio-Whakangahau te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko MG iSmart Atanga Pūnaha Whakamōhio-Whakangahau he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a MG iSmart Atanga Pūnaha Whakamōhio-Whakangahau i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.

Behind 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.