Smart is owned by Mercedes' parent, Daimler AG. The brand aims to build a car that made urban mobility effortless and fun. In China , smart wants to build their own e-commerce platform, so that smart can reach more consumers and bring more sales.
Client: smart
Date: Feb 2017 Role: UI/UX
Click the video above to watch the interactive prototype
Before we move to design process, we need to understand the entire project expectations of smart for the project and how they view the smart brand. So we quickly conducted interviews with stakeholders and got the whole picture of the project. After that, I worked with the my team to conduct interviews with users to understand the user's car buying journey and their opinion on smart.
After the user interview, we created personas and then summarized the user needs and pain points of car purchase process.
In order to help users better understand the difference between smart and other brands, we convey the unique brand value of smart in an emotional way. We started with a brand video to help users understand "what is a smart".
Personalization is one of the smart "selling points". Compared with other brands, smart has more customizable details. The customer can see the final results more intuitively through this eCommerce platform, which greatly improves the customer experience.
smart is a super mini car. As it takes only half of the parking space, there would be more space left for the city. Therefore, we use a lot white space to emphasize it’s nimble and modern design. The usage of white space also gives smart a feeling of premium.