General Motor, Shanghai Automotive Group, Cadillac

Role: Project Lead, Product Strategy, UXUI Direction

Team: Sean, Tuzi, Linghao HU @ S.POINT

FusionSolar, Huawei’s smart PV brand, faced challenges including an ambiguous brand image, market perception confusion, and negative user feedback regarding its namesake app.
The project objectives were to:

1. Redefine brand positioning​ with cross-departmental alignment
2. Design a new brand identity system​ (VIS)
3. Execute global launch at Intersolar Europe

Based on in-depth interviews with owners of three major client brands, we gained insights into their pain points and needs at every touchpoint throughout the entire journey—from vehicle purchase and usage to repurchase—and transformed these insights into innovation opportunities. We designed the AI intelligent customer service digital product to deliver innovative service experiences across four key channels: in-car systems, official websites, social media, and mobile apps, covering scenarios such as pre-sales consultation, appointment booking, and after-sales support.

iChat intelligent customer service has been deployed and launched on three major channels—the brand’s official website, mini-programs, and mobile app—enhancing lead conversion on the website.