Role
UX/UI Designer
XPENG Website
Study Case
XPENG Motors
Year
2022
Team
Ziying Liao, Seda Kosovali, Wensi He, Harry Sullivan, Brad Mace
The Challenge
The challenge was to address two significant hurdles: the impact of COVID-19 on the production process and the cultural mistrust faced by a Chinese tech company entering the Western European electric vehicle (EV) market.
The Impact
Increased engagement rate of 70%. Conversion rate increased with 100%. In the first two weeks, 150-ish people had signed up for a test drive.
What problems are we facing?
Introducing automation
The absence of automation in crucial processes such as test drive registrations and pre-orders hampers XPENG Motor's digital sales workflow, leading to abandoned customer experiences, missed data-driven insights, and limitations in scalability and competitiveness.
Building trust
The challenge XPENG Motor faces in the Western European market lies in establishing trust among consumers. Cultural differences, language barriers, and unfamiliarity with our brand pose significant obstacles to building credibility and loyalty. After conducting a survey, the results show that 78% did not trust Chinese electric vehicle (EV) brands, with the main reason being COVID-19.
Automotive Newcomers
As XPENG Motors expands its presence into the European market, the company faces the challenge of adapting its user experience design to meet the unique preferences, expectations, and cultural nuances of European consumers while maintaining its brand identity and values. The bounce rate is almost 90% and the average time spent on the website is less than 30 seconds.
Hypothesis
By implementing a user-centric design approach, streamlining the user journey, and incorporating trust-building elements, we expect to see an increase in user satisfaction, longer website visits, and a higher conversion rate.
Opportunities
Solutions:
- Cultural localization: To overcome cultural mistrust, we localized the website's content, design, and imagery to resonate with the Western European audience. This included incorporating regional references, using relatable visuals, and showcasing testimonials from local customers.
- Streamlined user journey: We optimized the website's navigation and user flow, ensuring a seamless and intuitive experience for potential car buyers. Clear calls-to-action guided users through the research, configuration, and booking stages.
- Interactive product showcases: To enhance the emotional aspect of car buying, we incorporated interactive product showcases, allowing users to explore XPENG's EV lineup in a visually appealing and engaging manner.
- Trust-building elements: Trust-building elements, such as customer reviews, industry awards, and safety certifications, were strategically placed throughout the website to instill confidence in XPENG's brand and products.
Based on these solutions, the following features were developed:
- Product pages, content pages, home pages, B2B pages
- User center - a user sign-up flow embedded into the website
- XPENG App
- Car configurator
Going the extra mile
European design system
As the UX/UI designer, I was always on the lookout to find opportunities and fill in the gaps not only for users, but also for my colleagues. A part of my time, I focused on streamlining processes within the team. One of these tasks was a European version of the XPENG Design system. My overseas team members had developed a Chinese design system, so I took it upon myself to make a European one. The difference? Lots! Some things were not culturally fitting to our western visual patterns, like certain icons, colours and interactions.
Visual design support
With my background as a visual designer, I could not help but support my colleagues in designing for events and campaigns. I enjoy this part of the work a lot! It keeps the brain fresh!
My takeaways
Collaboration with stakeholders
Work closely with cross-functional teams, including product managers, engineers, and marketers, from all over the world to align business goals and user needs effectively. This can lead to a well-rounded and successful e-commerce solution.
Customer-centric storytelling
Crafting an emotional connection by highlighting the benefits of EVs, tailoring the messaging, and using engaging content formats influenced user engagement and conversions. This approach resulted in increased user engagement and conversions, transforming the website into a platform that not only sells electric vehicles but also inspires a sustainable lifestyle.
Conclusion
By leveraging user insights and empathizing with potential car buyers, we successfully redefined XPENG Motors' website to meet the needs of the Western European market. Overcoming the challenges of COVID-19 and cultural mistrust, the redesigned website now serves as a key touchpoint for potential customers, offering a seamless, trustworthy, and emotionally rewarding car buying experience.
🚀 Behind the scenes
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"I’ve had the pleasure of working with Maral on several projects at XPENG. She’s a passionate designer that understands the creative industry and knows how to play a key role on a creative team, always thriving for the best results with powerful ideas that enrich every project. She is a great team player, always creating a better atmosphere around her with a great sense of humor." - Direct team member
