MG Next Generation

Companion App for SAIC Overseas Intelligent Mobility Technology Co., Ltd.

The MG app is a mobile and watch companion for car owners. The 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.

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MG Next Generation by SAIC and Star

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Companion App by SAIC and Star

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SAIC and Star MG Next Generation

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SAIC and Star Companion App

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SAIC Overseas Intelligent Mobility Technology Co Ltd Brand Logo

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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.

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.

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.

Image Credits

Star

Project Overview

MG Next Generation Companion App has been a Golden winner in the Interface, Interaction and User Experience Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Golden Recognition

SAIC and Star was recognized with the coveted Golden A' Design Award in 2024, a testament to excellence of their work MG Next Generation Companion App.

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