Lifestyle Design for Midea
“Hello, Midea”
Duration: 7-8 weeks My Role: UI/UX Designer, Researcher, 3D Modeling Tool: Figma, KUJIALE, Photoshop Instructor: Xiangyang XinINTERN Project (ongoing)
@XXY INNOVATION
Nowadays, major electrical appliance brands are doing their own experience stores and specialty stores. How can Midea be recognized by the public in such fierce competition? What kind of values need to be conveyed? What kind of products and stories need to be told?
Redesigning the brand value of Midea to bring new energy to Midea products and providing new experiences to Midea users is the main purpose of this project.
Promoting product sales through lifestyle design is Mr. Xin's main guideline. Our team updated the online app and designed the offline lifestyle exhibition experience through field inspections, interviewing Midea users, and using models to analyze data. "Health, sustainable and green" runs through the whole project, and it is also a new concept we define for Midea's products, brand value and users.
Opportunities all come from the needs of lifestyle transformation, rather than the pain points of user experience of existing products or services; Regardless of macro or micro, entity or software concepts, the goal is to develop user habits, cultivate lifestyles and build Midea's brand value.
As an online and offline combination of life experience space focusing on guiding lifestyles, Midea Lifestyle Exhibition shows the diverse possibilities of life style, and has a positive long-term impact on user's life. The ultimate goal is to increase product sales and satisfaction through a new media, in order to convey Midea's brand value, and build brand loyalty.
Project Outline
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Different from the usual perception and manipulation, SaaS uses the interaction design concept of behavioral logic to organically combine good user habits, the cultivation of lifestyles and the brand value of Midea.
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Different from conventional product displays, Midea Life offline experience stores also center on the cultivation of healthy lifestyles and the shaping of green brand values, planning experience goals, exhibition content and new methods.
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means to effectively connect the existing old air conditioner digital upgrade or electric heating and other environmental air equipment to the product service system.
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New categories of hardware concepts are selected based on:
1) new scenarios (outdoor Air-Go), new demands (smell Air-Bo);
2) can become a lifestyle transformation initiator;
3) can Enable new business models.
About Midea
Midea Group is a Fortune 500 company, with robust business growth across multiple sectors.
They believe in humanizing-technology, which means they provide customized solutions based on their deep understanding of human nature, enabled by the joint forces of 52 years manufacturing excellence and global leading robotic and automation technology.
They go above and beyond to embrace the future, constantly exploring and inventing to meet the ever-changing demand of our customers and consumers.
Trend Insights
Social/Political: Economical: Technology: User:
Environmental-Friendly, Healthy
From Product to Product Eco System; From Production Supply Chain to Content Support Chain
Digital Transformation, Products from Commodity to Content Carrier
From User experience to Lifestyle Shaping
Experience Matrix
User Insights
Control and perception are the key pain points of human-computer interaction in existing air conditioners
Constant temperature and ultra-clean is not the standard of a healthy air environment; the concept of health and environmental protection has become the focus of attention of users
The lifestyles of the new generation are diversified, and we look forward to exploring the application of traditional products in new scenarios and ecological chain content products that can guide new lifestyles
Group Discussion Process
Persona
We concluded four main groups of our potential customers based on interview, survey & analysis.
User Journey
Floor Plan
Location:
Tier 1 cities ( 450 square meter): Shanghai, Hangzhou, Shenzhen
Tier 2 cities ( 315 square meter): Wuxi, Suzhou, Nanjing
Tier 3 cities (180 square meter): Dali, Sanya, Wenzhou
3D Render
After analyzing the four main groups of people, we designed different spaces for them in the offline lifestyle exhibition. As far as the specific venue content and layout are concerned, it includes scene-based display areas, products + consumables + recycled goods + co-branded display areas, Midea Workshop that showcases the new brand value of Midea, and a service area that includes sales + after-sales + recycling + maintenance.
Here we rendered living room and outdoor camping scene to make it easier for customers to connect with their lives and make consumption decisions. After experiencing such an experience, the user will have a preference for the product according to his own needs. Even if he has not purchased any product, he has already reflected on the company's cognition, his own lifestyle, and the way the product is used, which will lead to positive long-term development.
3D Render—Living Room
3D Render—Living Room
3D Render—Living Room
3D Render—Outdoor Camping
3D Render—Outdoor Camping
