WEY EU
Market Brand.com
Role
UX Design
UI Design
Timeline
2021.9 - 2021.11
GWM, a prominent Chinese automotive manufacturer, unveiled its WEY brand at the Munich IAA 2021 in September. The brand is set to launch its "Coffee" series of models in Europe by the close of 2021.
ABOUT
To ensure a thorough grasp of the WEY brand and streamline the ordering process for European consumers, the official WEY Europe website provides dependable and efficient information, along with a user-friendly ordering system.
Responsibility
Leading a team of 4 designers, I collaborated with overseas design teams to conduct research on European users. I proposed user experience recommendations, guiding the process from ideation to execution and implementation. Finally, I presented the design report to the Vice President of the GWM EU department.
Goals
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Guide customer from understanding the vehicles to exploring them, and further converting them into car purchases in the pre-sale phase.
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Aim to bridge the gap with consumers, provide detailed information on branding, finance planning, insurance, charging service, after-sale services, quickly locate offline stores. To dispel any concerns they may have about WEY.
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Align all information among departments and establish the website within 60 days.
It all starts with the brand.
WEY EU market brand. com guiding principle is to assemble the brightest minds and proactive individuals of the NEW GENERATION. The website is a dynamic platform and communication bridge between branding and customers. We provide an open environment addressing topics that resonate with our users, creating an engaging online experience for exploration, inspiration, community connection and conversion.
Target users
Define the problem
How might we optimize the creation of a website that is engaging and builds a trustworthy image, meanwhile meet the business presale goals and integrate all relevant information effectively?
See the experience from the customer's perspective
User will get the useful information from WEY website for sourcing, experiencing the brand
Ideation
A full-functional responsive website to provide a complete experience for customers and win their trust. There are three main ideas:
A clear and intuitive navigation
Interactive engagement
Rich narrative
Benchmarking
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Selecting Benchmark Brands — European Traditional Brands and Electric Vehicle
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Analysis of Website Functional Architecture for Traditional Brand and New Force Brand
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Breaking down the functions of each brand's website into the finest granularity, forming functional elements, and then recombining them based on their commonalities to create a comprehensive website functionality list.
Design Ideation
Functional architecture
Wireframe ideation
Concept 1:
All features have been consolidated into the header navigation with drop-down menu with pictures, categorized as primary and secondary bar menu.
Result:
Expert test though this concept is too complicated for users.
Concept 2:
All features listed on the header and have the secondary category in the subpages. Without dropping down and sub-category.
Result:
Expert test favoured this approach， it's more straightforward in accordance with European user habits。
User Experience Flowchart
Wireframes
High Fidelity Solutions
UI Design for PC
UI Design for mobility
Design Guideline
