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Maserati Connect: case study
Maserati Connect will give you a seamless experience in and around your car. here’s how I updated the interface to increase usability and match visual styles to align with the brands luxury reputation.
Overview
Maserati Connect will give you a seamless experience in and around your car. You’ll be able to intuitively manage performance, comfort, and safety, so as to transform every trip into a unique and thrilling new experience. Being always connected to the car means receiving innovative services and features over the car’s lifetime. You will be always informed on its status and position: you’ll be able to stay in touch with the car through your smartphone, smartwatch, or a virtual assistant (Alexa) from the comfort of your home.
Enjoy the connected navigation with real-time traffic info and up-to-date maps. Take advantage of the Wi-Fi hotspot (complimentary 3GB package), activate Alexa in the car, and receive dedicated support in case of emergency, breakdown, or car theft.
Always be in the know.
source: maserati.com
Plan of Action
Maserati, synonymous with luxury vehicles, embarked on a journey to elevate user experience through a redesigned Maserati Connect mobile application. The previous iteration faced challenges including inconsistent UI elements, non-compliance with brand guidelines, and lacked essential user-centric features. This case study details the process of reimagining the app to resonate with Maserati's luxury brand image while significantly enhancing functionality and accessibility.
Starting out by cleaning up the user onboarding screens, and providing a simple Push to Start button thats standard on most smart vehicle apps. Establishing the premium tone right at the beginning sets up a comfortable and trustworthy experience for the user.
Inclusion of AI chat Assistant
A conversational AI assistant was integrated to provide users with instant support and answers to common queries regarding their vehicles. As AI chat features become more common in app software, I thought it would be beneficial to include to stay ahead of the curve of most other smart vehicle apps. The AI assistant I named “Driver”, enhances user convenience and engagement by offering a seamless interface for interaction. Users can ask questions regarding their vehicles systems, view documentation, run tasks, etc. A chatbot offers a smooth Q+A response thats swift, efficient, and cuts out the lengthy time of the user’s journey if they opted to search manually.
Updating UI to a Modern, Luxurious Feel.
The primary objective was to create a sleek and modern interface that reflects Maserati's luxury ethos while prioritizing ease of use and accessibility. The redesigned visual system featured refined icons, a harmonized color palette aligned with brand guidelines and WCAG standards, and intuitive navigation patterns. Key functionalities and essential information were strategically placed on the main screen, ensuring users have immediate access to everything they need at their fingertips.
Elements such as a fixed navigation bar, and rotating dial options mimic the experience of a real dashboard system, providing familiarity and comfort.
Updating UI to a Modern, Luxurious Feel.
To inform the redesign, I conducted a comprehensive review of other leading automotive smart apps. This analysis provided insights into best practices in UI design, feature sets, and user interactions. It identified opportunities for Maserati Connect to differentiate itself through superior visual appeal, enhanced functionality, and a seamless user experience.
My aim was to separate all major vehicle systems into designated screens for ease of use. The Dashboard or Home screen will provide a real-time status report of fuel level, total milage, and battery capacity. A live news module can provide the user with Maserati-related articles for curious readers or for those who want to be informed on the latest industry updates.
The Control screen offers a customizable module based layout that users can set up with quick shortcuts based on their desired points of action. Just like a real dashboard setup, any vehicle warnings or service reminders will be pushed as banner notifications at the bottom.
Final Product
The redesigned Maserati Connect app successfully addressed previous UI inconsistencies and accessibility issues while introducing a comprehensive suite of user-centric features. The sleek and intuitive design aligns seamlessly with Maserati's premium brand image, enhancing overall user satisfaction and engagement. Early feedback indicates improved usability, streamlined navigation, and heightened functionality, reinforcing Maserati's commitment to excellence in digital innovation and customer experience.
Conclusion
By leveraging meticulous research, strategic design decisions, and a focus on user needs, the redesigned Maserati Connect app sets a new benchmark for luxury automotive applications. By adhering to brand guidelines, enhancing visual coherence, and integrating cutting-edge features such as an AI assistant chat bot, the app not only meets but exceeds user expectations. It underscores Maserati's dedication to innovation and customer-centricity, reaffirming its position at the forefront of the automotive industry in the digital era.