Case Study: SAIC OIMT achieves a scalable, accessible HMI framework for MG models with Star

SAIC OIMT creates a scalable HMI framework with Star, earning a 2022 UX Design Award nomination

The customer, SAIC OIMT, sought to expand the capabilities of the HMI for its MG vehicle line to offer more features and grow its market share with millennial drivers. They returned to vendor Star to build upon their previous award-winning collaboration, the MG iSmart HMI, and tasked them with creating a new, safer, and more intuitive design language for a global audience.

Star developed the iSmart 2.0 HMI design framework through a co-creative process structured into four phases: experience, interaction, visual design, and animation. The solution enhanced accessibility and ease of use, incorporated voice control, and was designed for modularity and white-labeling across SAIC's global brands. The result was a final design concept ready for deployment, promoting vehicle longevity and a stronger brand relationship for MG. Star delivered a robust framework that supports different screen layouts and ensures consistent digital experiences.

SAIC OIMT