Innovative Service Design for Renault Group’s China Market
UX Design · UX Research · UI Design · Service Design
Background
Renault in China: Mobility Transformation
Renault China follows the same marketing strategy as in Europe, focusing on major car shows. However, younger Chinese customers (25-35) are less interested in these events, and Renault’s social media presence is limited. The challenge is to find new ways to engage this audience and make Renault more appealing to them.
My role
UX/UI Designer
Timeline
April 2018 - Jun 2018
Undustry
Automobility
Company
Renault, Poly University
Project Goal
The BlueMeg rebrand was essential to reposition the company as a forward-thinking tech-driven platform. Previously, BlueMeg operated in both corporate secretary services and technology solutions. However, after selling its traditional secretary business, it needed a stronger identity focused on innovation and automation in corporate governance.
Approach
Q. How to adapt the circle of life to chinese consumers?
3Cs – Company, Context & Consumers, we had different questions for each category. For Company, the current values of Renault and how does it translate in China context, as well as what is the competitors’ reaction to the China market. Context is where we focus on the different external factors that might influence our design directions at the moment as well as the future, such as the introduction of autonomous vehicles that will lead to a MaaS - Mobility as a Service base future, as well as the Economy Paradigm Shift where the industrial economy had been moving rapidly towards the knowledge base economy.
Company
Q. How to build and raise awareness, interest & purchase for the Renault brand in China?
Seize The Moment
Fully utilizing upcoming opportunities & resources from the alliance and partnerships, Vertical Migration & collaborations with mobility & lifestyle industries. By shifting centralized business model to a Decentralized or even Distributed economy.
Context
Q. What are the characteristics and trends of China’s car market in terms of social, economical, technological, futuristic points of view?
Preparing for the future
Helping new Chinese family to adapt to the sharing economy, in the transforming modern urban lifestyle. Adapting to the future, where mobility will be the linkage between personal to physical social environment.
Consumers
Q. What is the perception of car & its’ ownership for Chinese consumers and who are they?
The Chinese Circle of Life
Car brands symbolize different life stages, with work being the top priority. For millennials, car ownership is seen as both a tradition and a social obligation. Chinese Consumers’ Car PreferencesDeeply influenced by cultural norms and peer opinions, Chinese consumers favor “low-key luxury”—a subtle, understated form of luxury that reflects stability and elegance.
Solution
Subscription
Monthly subscription
The new way to car
Pay-per-mile subscription
Keep your freedom
Ownership subscription
The new way to own a car
Service
New Decentralized System
Service & Spare Parts
La Vie+ Lifestyle Hub
Sales, Showroom, Advertising + Lifestyle
4S Distributor Store
Focus on support, communication, and management
Life Style
Hub
Focuses on internal events and spaces, providing exclusive access to Renault-hosted activities and venues.
Partners
Engages with external events, collaborating with brands and organizations to offer unique experiences.
Beyond Car Mobility
Expands mobility solutions beyond cars, including bike-sharing and autonomous driving services.