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MG Next Generation App: A Modular, Personalized Approach to Automotive Digital Companions

SAIC and Star's MG Next Generation app has been recognized with the prestigious Golden A' Design Award in the Interface, Interaction, and User Experience Design category for 2024. Developed over six months in China, the app addresses the fragmented user experience across multiple MG applications by consolidating them into a single, modular platform. This unified companion app empowers users to tailor features based on their location and specific vehicle model, ensuring a seamless and personalized experience for MG car owners worldwide.

The design team, comprising experts from both SAIC and Star, drew inspiration from the need to simplify and enhance the MG digital ecosystem. By integrating all pre-existing functionalities and adopting a modular structure, the app guarantees clarity, predictability, and scalability. Notably, the app features a realistic 3D model of the user's vehicle within a futuristic virtual garage, utilizing a distinctive black and white palette with metallic and orange accents. Hexagon widgets echo the MG brand identity, while fluid animations and tactile interactions mimic real-world car experiences, creating an engaging digital environment.

Extensive research and user testing informed the app's development, with card sorting exercises and global usability sessions guiding the prioritization of features and refinement of controls. The app introduces a customizable "My MG" screen for owners, a guest mode for potential buyers, and a companion watch app delivering essential features on the go. By consolidating regional apps into a single global solution, the MG Next Generation app not only streamlines maintenance and boosts scalability but also sets a new benchmark for automotive digital experiences, as recognized by its Golden A' Design Award win.

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