#HMI
#Automotive
#Roadmap
#B2C
How to Envision Hyundai's Next-Gen Family Vehicle Roadmap?
How to Envision Hyundai's Next-Gen Family Vehicle Roadmap?
How to Envision Hyundai's Next-Gen Family Vehicle Roadmap?
How to Envision Hyundai's Next-Gen Family Vehicle Roadmap?
How to Envision Hyundai's Next-Gen Family Vehicle Roadmap?
How to Envision Hyundai's Next-Gen Family Vehicle Roadmap?
Embarking on an exciting journey to reimagine the future, let's explore how Hyundai's Family Automotive Roadmap will transform the streets of China over the next ten exhilarating years!
Embarking on an exciting journey to reimagine the future, let's explore how Hyundai's Family Automotive Roadmap will transform the streets of China over the next ten exhilarating years!
Embarking on an exciting journey to reimagine the future, let's explore how Hyundai's Family Automotive Roadmap will transform the streets of China over the next ten exhilarating years!
Embarking on an exciting journey to reimagine the future, let's explore how Hyundai's Family Automotive Roadmap will transform the streets of China over the next ten exhilarating years!
Embarking on an exciting journey to reimagine the future, let's explore how Hyundai's Family Automotive Roadmap will transform the streets of China over the next ten exhilarating years!
Embarking on an exciting journey to reimagine the future, let's explore how Hyundai's Family Automotive Roadmap will transform the streets of China over the next ten exhilarating years!
May 2023 - July 2023
Timeline
UX Intern
Role @ TANG UX
May 2023 - July 2023
Timeline
UX Intern
Role @ TANG UX
Overview
Overview
This strategic roadmap, crafted by our UX consulting team, is designed to help Hyundai's family car apartment in alignment with the dynamic shifts of the Chinese automotive market, ensuring resonance with local consumer behaviors over the next decade.
This project is currently under confidentiality. If you're interested in learning more, shoot me an email at yuediao@umich.edu, and let's chat about more details!
This strategic roadmap, crafted by our UX consulting team, is designed to help Hyundai's family car apartment in alignment with the dynamic shifts of the Chinese automotive market, ensuring resonance with local consumer behaviors over the next decade.
This project is currently under confidentiality. If you're interested in learning more, shoot me an email at yuediao@umich.edu, and let's chat about more details!
My Role
My Role
Since I joined the TANG UX Design Consulting team in May 2023, my journey here involves more than just charts and plans; it's about connecting deeply with our users. I've delved into their worlds through online diaries, user interviews, and focus groups, reaching out to 36 individuals in three bustling cities. Collaborating across borders, I've bridged gaps between teams in two different countries and an array of departments, all while pinpointing the metrics that really spell success.
Our international team comprises a Creative Director, Product Manager, 2 UX Designers, 2 UX Researchers, several Engineers, a Chinese-Korean translator, and 2 representatives from Hyundai. I constantly strive to balance user desirability, business viability, and engineering feasibility. This integrated approach has ensured that our automotive solutions not only satisfy user needs but also align perfectly with the client's long-term strategic objectives.
Since I joined the TANG UX Design Consulting team in May 2023, my journey here involves more than just charts and plans; it's about connecting deeply with our users. I've delved into their worlds through online diaries, user interviews, and focus groups, reaching out to 36 individuals in three bustling cities. Collaborating across borders, I've bridged gaps between teams in two different countries and an array of departments, all while pinpointing the metrics that really spell success.
Our international team comprises a Creative Director, Product Manager, 2 UX Designers, 2 UX Researchers, several Engineers, a Chinese-Korean translator, and 2 representatives from Hyundai. I constantly strive to balance user desirability, business viability, and engineering feasibility. This integrated approach has ensured that our automotive solutions not only satisfy user needs but also align perfectly with the client's long-term strategic objectives.
Challenge
Challenge
1
Vague Client Goals
Our client, Hyundai, has set a broad objective for exploring the future of family cars in China over the next decade. However, their requirements are somewhat vague, focusing mainly on the concept of 'family car' and 'future trends.' We need to delve deeper into the specifics of Chinese consumer preferences and market dynamics. The goal is to transform these broad concepts into detailed, actionable insights that can effectively guide our strategic approach.
1
Vague Client Goals
Our client, Hyundai, has set a broad objective for exploring the future of family cars in China over the next decade. However, their requirements are somewhat vague, focusing mainly on the concept of 'family car' and 'future trends.' We need to delve deeper into the specifics of Chinese consumer preferences and market dynamics. The goal is to transform these broad concepts into detailed, actionable insights that can effectively guide our strategic approach.
1
Vague Client Goals
Our client, Hyundai, has set a broad objective for exploring the future of family cars in China over the next decade. However, their requirements are somewhat vague, focusing mainly on the concept of 'family car' and 'future trends.' We need to delve deeper into the specifics of Chinese consumer preferences and market dynamics. The goal is to transform these broad concepts into detailed, actionable insights that can effectively guide our strategic approach.
2
Complex User Demographics
Even though we're focusing on Generation Y, the term 'family car' brings a wider audience into play, including non-drivers like seniors and children. Our task is to categorize and synthesize these varied needs into a practical set of design parameters. This process involves understanding and integrating the needs of a wide demographic, including tech-savvy individuals, into a cohesive commercial design plan.
2
Complex User Demographics
Even though we're focusing on Generation Y, the term 'family car' brings a wider audience into play, including non-drivers like seniors and children. Our task is to categorize and synthesize these varied needs into a practical set of design parameters. This process involves understanding and integrating the needs of a wide demographic, including tech-savvy individuals, into a cohesive commercial design plan.
2
Complex User Demographics
Even though we're focusing on Generation Y, the term 'family car' brings a wider audience into play, including non-drivers like seniors and children. Our task is to categorize and synthesize these varied needs into a practical set of design parameters. This process involves understanding and integrating the needs of a wide demographic, including tech-savvy individuals, into a cohesive commercial design plan.
3
Different Cultural Nuances
One of the most intriguing aspects of this project is the cultural bridge between China and Korea. For example, our primary target group in China is referred to as “post 80,90”, a categorization that doesn’t directly translate into Korean culture. We're tasked with not just comprehending these cultural idiosyncrasies but also effectively incorporating them into our project. Ensuring that our solutions are culturally attuned and resonate well with both Chinese and Korean sensibilities is key.
3
Different Cultural Nuances
One of the most intriguing aspects of this project is the cultural bridge between China and Korea. For example, our primary target group in China is referred to as “post 80,90”, a categorization that doesn’t directly translate into Korean culture. We're tasked with not just comprehending these cultural idiosyncrasies but also effectively incorporating them into our project. Ensuring that our solutions are culturally attuned and resonate well with both Chinese and Korean sensibilities is key.
3
Different Cultural Nuances
One of the most intriguing aspects of this project is the cultural bridge between China and Korea. For example, our primary target group in China is referred to as “post 80,90”, a categorization that doesn’t directly translate into Korean culture. We're tasked with not just comprehending these cultural idiosyncrasies but also effectively incorporating them into our project. Ensuring that our solutions are culturally attuned and resonate well with both Chinese and Korean sensibilities is key.
Solutions
Solutions
1
Integrated Strategy Focused on Common Goals
For Vague Client Goals: Our approach centers on aligning common objectives that cater to both business and user goals. We have refined our strategy to emphasize adaptability and flexibility.
1
Integrated Strategy Focused on Common Goals
For Vague Client Goals: Our approach centers on aligning common objectives that cater to both business and user goals. We have refined our strategy to emphasize adaptability and flexibility.
1
Integrated Strategy Focused on Common Goals
For Vague Client Goals: Our approach centers on aligning common objectives that cater to both business and user goals. We have refined our strategy to emphasize adaptability and flexibility.
2
Family Car Usage Analysis with Emphasis on Female Perspectives
For Complex User Demographics: We conduct a quantitative analysis (metrics) based on family car usage scenarios. To identify and create personas for four distinct types of family car users, focusing on extracting key functional points relevant to each group. A significant aspect of this analysis, also emphasized by the client, is the attention to female drivers' perspectives. This focus not only aligns with the client's vision but also introduces a new dimension to our understanding of family car usage.
2
Family Car Usage Analysis with Emphasis on Female Perspectives
For Complex User Demographics: We conduct a quantitative analysis (metrics) based on family car usage scenarios. To identify and create personas for four distinct types of family car users, focusing on extracting key functional points relevant to each group. A significant aspect of this analysis, also emphasized by the client, is the attention to female drivers' perspectives. This focus not only aligns with the client's vision but also introduces a new dimension to our understanding of family car usage.
2
Family Car Usage Analysis with Emphasis on Female Perspectives
For Complex User Demographics: We conduct a quantitative analysis (metrics) based on family car usage scenarios. To identify and create personas for four distinct types of family car users, focusing on extracting key functional points relevant to each group. A significant aspect of this analysis, also emphasized by the client, is the attention to female drivers' perspectives. This focus not only aligns with the client's vision but also introduces a new dimension to our understanding of family car usage.
3
Culturally Attuned Market Strategy
For Bridging Cultural Gaps: In every interaction with the client, we'll highlight the subtle differences between the Chinese and Korean automotive markets. Our focus will be on emphasizing the unique aspects of the Chinese market. We aim to enhance the client's understanding of the cultural nuances specific to China, tailoring our UX strategy to resonate well within this distinct market context.
3
Culturally Attuned Market Strategy
For Bridging Cultural Gaps: In every interaction with the client, we'll highlight the subtle differences between the Chinese and Korean automotive markets. Our focus will be on emphasizing the unique aspects of the Chinese market. We aim to enhance the client's understanding of the cultural nuances specific to China, tailoring our UX strategy to resonate well within this distinct market context.
3
Culturally Attuned Market Strategy
For Bridging Cultural Gaps: In every interaction with the client, we'll highlight the subtle differences between the Chinese and Korean automotive markets. Our focus will be on emphasizing the unique aspects of the Chinese market. We aim to enhance the client's understanding of the cultural nuances specific to China, tailoring our UX strategy to resonate well within this distinct market context.
I'm really impressed with Yue Diao's work in our UX team. Her unique approach and empathy bring fresh, insightful ideas to the table. She quickly grasps new concepts and has done a fantastic job leading interviews and focus groups. Yue's growth and contributions are truly inspiring to us all.
Wei Cheng
Creative Director of TANG UX
I'm really impressed with Yue Diao's work in our UX team. Her unique approach and empathy bring fresh, insightful ideas to the table. She quickly grasps new concepts and has done a fantastic job leading interviews and focus groups. Yue's growth and contributions are truly inspiring to us all.
Wei Cheng
Creative Director of TANG UX
I'm really impressed with Yue Diao's work in our UX team. Her unique approach and empathy bring fresh, insightful ideas to the table. She quickly grasps new concepts and has done a fantastic job leading interviews and focus groups. Yue's growth and contributions are truly inspiring to us all.
Wei Cheng
Creative Director of TANG UX
I'm really impressed with Yue Diao's work in our UX team. Her unique approach and empathy bring fresh, insightful ideas to the table. She quickly grasps new concepts and has done a fantastic job leading interviews and focus groups. Yue's growth and contributions are truly inspiring to us all.
Wei Cheng
Creative Director of TANG UX
Tools
Tools
Figma
Microsoft Teams
Numbers
Midjourney (for future concept image)
Takeaway
Takeaway
1
Breaking Student Mindset and Integrating Business and Customer Perspectives:
Learn to drive project strategies in real scenarios. Understand how to maximize data integration within constraints of time, budget, and location to assist in creating project plans.
1
Breaking Student Mindset and Integrating Business and Customer Perspectives:
Learn to drive project strategies in real scenarios. Understand how to maximize data integration within constraints of time, budget, and location to assist in creating project plans.
1
Breaking Student Mindset and Integrating Business and Customer Perspectives:
Learn to drive project strategies in real scenarios. Understand how to maximize data integration within constraints of time, budget, and location to assist in creating project plans.
2
Team Dynamics in a Predominantly Female Team:
In the context of understanding family car usage, particularly from a female perspective, the team—comprising mostly women—aims to generate more insights about women's usage scenarios in family vehicles.
2
Team Dynamics in a Predominantly Female Team:
In the context of understanding family car usage, particularly from a female perspective, the team—comprising mostly women—aims to generate more insights about women's usage scenarios in family vehicles.
2
Team Dynamics in a Predominantly Female Team:
In the context of understanding family car usage, particularly from a female perspective, the team—comprising mostly women—aims to generate more insights about women's usage scenarios in family vehicles.
3
Rapid Familiarization with User Information and Leading Discussions:
Became quickly familiar with over 30+ user profiles and independently led focus groups and offline interviews, gaining substantial experience in handling a large volume of information.
3
Rapid Familiarization with User Information and Leading Discussions:
Became quickly familiar with over 30+ user profiles and independently led focus groups and offline interviews, gaining substantial experience in handling a large volume of information.
3
Rapid Familiarization with User Information and Leading Discussions:
Became quickly familiar with over 30+ user profiles and independently led focus groups and offline interviews, gaining substantial experience in handling a large volume of information.
4
Cross-Cultural Thinking and Understanding Market Dynamics:
Stepped beyond the Chinese market to understand the process from manufacturing to market entry in China, with a cross-cultural comparative perspective.
4
Cross-Cultural Thinking and Understanding Market Dynamics:
Stepped beyond the Chinese market to understand the process from manufacturing to market entry in China, with a cross-cultural comparative perspective.
4
Cross-Cultural Thinking and Understanding Market Dynamics:
Stepped beyond the Chinese market to understand the process from manufacturing to market entry in China, with a cross-cultural comparative perspective.
