MB's image as a premium brand is difficult for consumers to relate to, so MB is looking to attract younger consumers to the brand with the unveiling of new features. The three-month production process involved brainstorming with stakeholders, iterative testing and final design. The process included user experience, experience design, interface design
The Problem:
Making brand appeal to a younger generation of consumers
MB brand image as a premium and professional brand has led to an aging client base that is turning off young people. Clients are struggling with how to make a high-end brand accessible and interesting to a younger generation of consumers.
The Aim:
Attracting young consumers with the presentation of new intelligent features.
What:An attractive and visible campaign
Who:Male, 25-40 Junior with some financial means, executive level but not senior executive, and potential younger consumers who have not yet made up their minds
When:Take part in the experience during daily work break or during leisure shopping
Where:Commercial district, Shopping Plaza
Why:Engage consumers and interact with them to generate good impressions of the brand
I created three customer/user personas to represent users with different backgrounds and needs.
I also created a customer/user journey for the device experience to understand the overall journey of how the consumer/user would physically experience it and what they would need to complete it.
Brainstorming with reference to the consumer/user journey.
All creative ideas focus on how to make the invisibility a reality for the customer.
Proposal 1 : Create an eye-catching installation that visually conveys the intelligent experience inside the car
Proposal 2 : Emphasis and visualisation of the intelligent car to detect the user's mood
Proposal 3 : Visual intelligent car detects user's mood for the public
Traffic flow and the action design
In order to complete the experience, it is necessary to consider both traffic flow and actions.
ModifiedPersonal journeys and a post-experience custom video (with user face-mapping in the custom video).
Because of technical problems, it was too difficult to build an experience unit, so it was reworked.
Face mapping TestIterative testing with multiple teams to correct facial mapping functionality
Usability TestsOn-site testing with stakeholders
Final design of interactive device
Re- design the device because of the budget and location space issue. Because of the difficulty of making curved thin light tubes and the size restriction of the later added venue, the original light tube design was changed to a streamlined light strip.
