Client: Volkswagen Autoplatz
MedIa: Mobile App, Print
Year: 2013
My role: Branding, UX research & Design, UI design
What is it
Hug on helps car owners to protect private information by no showing personal phone number and showing individual code instead.
Our client was Volkswagen official seller, they wanted to earn communication channel with their customers by offering user benefits.
We set up the project from planning, research, test to design & development.
Human-centered approach
The problem
It is typical behavior for Korean drivers to display a personal number on the vehicle's frontal window.
But it caused personal information leakage, and it was an important social issue.
But it caused personal information leakage, and it was an important social issue.
Contextual inquiry
Hug-on service was positioned explicitly for the clients of 'Autoplatz', the official seller partner of Volkswagen Korea. The team interviewed target car owners (from Autoplatz customer data ) to understand their unique needs.
Our target profile was,
Age: late 30s - 40s
Professionals who can afford imported automobiles.
Open to digital experiences.
"New generation family guys looking for a prestigious urban lifestyle"
Professionals who can afford imported automobiles.
Open to digital experiences.
"New generation family guys looking for a prestigious urban lifestyle"
We asked them how much stress they feel about private information leakage, how knowledgeable they are about related issues, how much further action they're willing to take for the benefit.
Insight
Since they were not native smartphone users, though they know how to use apps, they prefer to use existing messaging / mail apps, instead of downloading a new app.
Still we have opportunities that they are aware and willing to start privacy security service, so our challenge was to make the service SUPER user-friendly and SIMPLE.
Mobile application
Simple UI design targeting the persona's lifestyle and preference.
Features are restricted and UI design naturally lets you know where to touch, with only 1 or 2 options given. We specifically highlighted most important features, make it hard to confuse
Insight
User Test
with mock-ups, we asked dealers to test the app with customers and collected opinions and practical data. The team could come up with 'FAQ' of the servies to improve.
From the test, we resolutely removed data security-related features which were one of key ambition of the client, except 'device cleaner', the only feature that didn't confuse our targets. Other than that we could improve some UIs for a better usability.
Later we created 'sales guide' filled with what we find out from users, what are their curiosities and how to answer them.
At the early phase, 'sales guide brief' session happened 2~3 times in 6 months to back up additional question and answers.
At the early phase, 'sales guide brief' session happened 2~3 times in 6 months to back up additional question and answers.
How it works
Physical card as below, will hide the owner's private number and help requesters to contact the owner with all type of alarm messages
(MMS, e-mail, in-app push, sound alarm)
(MMS, e-mail, in-app push, sound alarm)
physical card to attach to a dashboard or frontal window.
The caller can use 'contact to' and add 'driver code' to get in touch with the car owner.
The caller can use 'contact to' and add 'driver code' to get in touch with the car owner.
Logo Design
We designed circular line that is cover the shape to match with its name and Volkswagen's geometric identity typeface.
Hug-on means we’re hugging in the users and dealers into our new platform.
Promotional Design
Walk Through
