Star's MG iSmart: A Revolution in Infotainment Systems

Golden A' Design Award Winner for Interface, Interaction and User Experience Design in 2021

Star, a leading design team, has created an exceptional infotainment system HMI, the MG iSmart. The design process was centered around the human experience, with extensive research and creative sessions conducted with the SAIC team and MG customers. The goal was to create a functional, beautiful, and user-friendly interface that would seamlessly integrate with the vehicle and enhance the user's experience.

The MG iSmart stands out from other designs due to its focus on new technology trends such as connectivity, digital touchpoints, and smart assistants. The intuitive interface not only meets the functional needs of the user but also strengthens the emotional relationship between the consumer and the MG brand. This unique approach to design has led to the MG iSmart being recognized with the Golden A' Design Award in 2021.

The realization of the MG iSmart was a collaborative effort between Star and SAIC's innovation team. The process began with understanding market trends and competitors, followed by on-site ideation to understand the customer journey. After producing and testing multiple design directions, a final design was chosen and a detailed visual and motion design was developed.

The MG iSmart is now on the road in India and Thailand, thanks to Star's approach that ensured the UX flows were finalized and validated mid-project. This allowed the UI kit to be ready for engineers to implement and develop, resulting in a successful product launch.

The MG iSmart is a testament to the power of human-centered design and the impact it can have on the user experience. The recognition of the Golden A' Design Award further solidifies the MG iSmart as a leading design in the field of infotainment systems.