General Motor, Shanghai Automotive Group, Cadillac

Role: Project Lead, Product Strategy, UXUI Direction

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

Traditional automotive chatbots often suffered from a “cold, mechanical” feel, featuring static avatars and low interactions that lose touch users. Furthermore, aggressive hard-selling style led to poor user tolerance and low conversion rates. Cadillac required an empathetic, conversational product that could seamlessly integrate business scenarios with a humanized user experience to boost engagement and commercial value.

User Insight & Service Blueprinting: Directed extensive user research, including 1v1 deep interviews and focus groups, mapping out a comprehensive User Journey Map and Service Blueprint to identify key Moments of Truth (MOTs) across pre-sales and after-sales scenarios.

Emotional Interaction Design: Redesign chat interfaces with a dynamic AI avatar capable of 9 distinct emotional expressions, significantly elevating brand warmth and interactive engagement. Integrated rich UI components like Floating Action Buttons (FAB) and visual cards into the chat stream to simplify complex tasks intuitively.

Soft Marketing & Lead Generation: Transformed hard sales style into engaging “soft marketing” features. Designed gamified car-recommendation quizzes based on user scenario

Cross-Platform Integration: Managed the end-to-end product delivery, collaborating with technical teams to integrate NLP engines and internal APIs, ensuring a unified launch across Web, Mobile App, and WeChat ecosystems.

Project Outcomes: iChat not only significantly increased user interaction time at digital touchpoints and led conversion rates by 10%, but also successfully reduced the cost of human customer service by approximately 24%.