Zung Fu Automotive
RETAIL EXPERIENCE INNOVATION
Exceptional premium mobility products deserve an innovative service experience. For Zung Fu Greater China, we created and developed a connected mobility program for new drivers by creating a platform and smart device key by connecting consumers to premium Hong Kong experiences and the world of mobility as a whole.
My role was to help craft the experience design, including a full design and build of the hardware physical prototype and a detailed mapping of the user journey.
AGENCY Ogilvy – YEAR 2019 – DURATION 3 MONTHS – LOCATION HONG KONG
TEAM Vivi Fitriani - UIUX Design Lead, Debbie Fung - UI Lead, Shelin Mei - Strategy Lead, Manolis Perrakis - Tech Lead
ROLE INDUSTRIAL DESIGN, USER RESEARCH
CONCEPT
A key to more than a car.
A welcome like no other.
We crafted a premium, personal welcome experience focused around the notion of bringing the user the new lifestyle that comes with ownership of a luxury vehicle.
A smart key fob that unlocks real world experiences.
Let’s face it - the car key fob is a chance to flex. Taking that insight, we created a smart key luxury IOT device that connects to the user’s phone and augments the customer’s automotive experience, before and after the car purchase.
Premium digital.
We built an interface and a series of interactions to facilitate a new way of communicating to Zung Fu drivers. The platform serves as the digital portal by which the user accesses new lifestyle experiences.
Challenge
BRAND TRANSFORMATION:
We helped Zung Fu transform from a distributor label to a new operating business that directly creates pull with consumers around mobility as a whole.
Insight
OPPORTUNITIES:
There is a lull in the car buying process between POS and the time you receive your car.
In a city where owning a car is a non-necessary luxury, Zung Fu customers are individuals who are motivated by prestige.
Solution
OMNI-CHANNEL EXPERIENCE STRATEGY:
A branded, persona-driven O2O membership experience.
A smart key fob that opens new doors beyond your new car. A digital platform that provides total transparency and access to tailored content and member experiences.
PROCESS
DISCOVERY
From motors to mobility.
Establish objectives for customer, brand, and business impact.
We tackled a broad brief with our strategy team by first breaking down the full customer journey and identifying the space we would innovate in, the aftersales retention and growth.
Key Omni Channel Strategy Mission Statements
How may we build brand through
digital experiences?
How may we build
content, community and loyalty?
How can we enhance
reputation and credibility?
Persona-driven user research to support a tailored user experience.
Supported by information gathered during the in-person on boarding, this helped us find specific key opportunities to elevate the user’s existing lifestyle. From this, we discerned that our platform needed to offer a personalised experience based on the customer’s member class and product class.
Jane Choi
OPPORTUNITY USER
Product Classes: A- class, B-class, CLA
Content Pillar Focus:
Travel
F&B
Fitness & Wellness
John Wong
CORE USER
Product Classes: S-class, E-class, C-class
Content Pillar Focus:
Art
Luxury
Tech
Rapid ideation to expand on every touchpoint.
We used structural brainstorming techniques with the strategy team and client-side team to ideate collaboratively in a series of workshop sessions until we arrived at our lifestyle key fob concept.
Storyboarding to map the journey and discover missed opportunities.
Storyboarding the full journey helped us troubleshoot, revise, and solidify the mechanics of the user flow.
This also allowed us to identify more details in the waiting process and generate new, specific and more targeted ideas, e.g strategic notifications at specific times of day, companion perks, etc.
UX + UI
Premium digital.
Uses that evolve over the customer journey.
These features include a clock that uses the lights to indicate the time and a compass that through the phone’s GPS and an on-board magnetometer to display where you have parked your car .
Moments of delight in practical solutions.
The UI design focused on tactile design and immersive, visually-driven compositions.
DESIGN & BUILD
A fully functional prototype.
This was my key contribution to this highly collaborative project.
Learning from hi-fi prototypes.
Building a prototype to this fidelity is not only valuable to the design process, it also helps to sell in new and unconventional experience concepts. Iterated in tandem with the app platform, we developed alongside each other to make sure our use mechanics were airtight.
The technology.
The device has various features that utilize the onboard hardware. The device connects to the user’s phone through a bluetooth low-energy micro-controller, which allows for instant notifications through vibrations and light indicators.
The embellishments.
From card stock to embossing, every detail was considered in the crafting of this project. We manufactured the packaging of the welcome kit to build the vision and enrich the presentation.
DESIGN METHODOLOGIES
product research – formal exploration – concept sketching – design development – 3D modeling (Fusion 360) – 3D rendering (Blender) – rapid prototyping – lo-fi prototypes – materials research – hardware design
Design detail - the light feature.
One particular challenge in this project was to develop the lighting in such a way that it would emulate the elegant UI elements of the app. It was a design detail that took longer to solve than expected both programmatically and physically, but it was very satisfying to work out.
