the client

the method

At Fantasy, we utilized a three-diamond structure to break down challenges into manageable checkpoints, ensuring close collaboration and feedback from our clients. Leading the UX team for the Honor brand revamp, I focused on gathering critical insights through a landscape review and user research. We analyzed seven key competitors by evaluating their user experiences and brand values, identifying market trends and positioning Honor strategically for future challenges.

Our dual approach revealed each competitor's strengths and weaknesses, helping us predict future trends and define Honor's unique value proposition. These insights were instrumental in guiding the project's direction, enabling us to make informed design decisions that aligned with our client's goals and user needs.

In the second phase of the project, we aimed to gather user insights and assess brand awareness through a comprehensive user research study. This included 36 user interviews, a mobile diary study where participants recorded their screens over four days, and an online survey with 400 participants to prioritize needs within a statistically recognized sample size. We identified three key mindsets—Technophile, Utilitarian, and Loyalist—and assessed their needs in 12 areas, including overall experience, default apps, device interactions, and voice assistants. We also pinpointed 10 scenarios and 15 visual hero apps to deliver Honor's new brand identity.

Additionally, we evaluated brand awareness for Honor and its competitors, examining communication strategies, tone of voice, visual assets, and corporate social responsibility across various media. An online survey with over 1,200 respondents measured customer perceptions of brand values. Using these insights, we conducted three workshops with Honor's stakeholders, involving management, marketing, design, and development teams, to craft a brand that resonated with both customers and stakeholders. I was responsible for constructing research methods, defining goals, consolidating data, facilitating workshops, and client communication. Ultimately, we delivered over 500 slides and held more than 10 workshops, providing valuable insights that guided the project's direction and ensured alignment with client and user needs.

In our second phase, ideation, I led a series of workshops to develop and prototype new concepts that aligned with Honor's vision and the needs of the target audience. We employed various techniques, including design thinking, rapid prototyping, and user testing, to explore different ideas and validate them with real users. We began by defining design principles that would guide our process, focusing on simplicity, personalization, and consistency. These principles ensured we stayed focused on creating a cohesive, user-friendly experience across all devices.

We then generated a wide range of ideas for features and interactions through brainstorming, sketching, and other ideation techniques. Rapid prototyping allowed us to test these ideas with real users, iteratively refining them based on feedback. Throughout this phase, we worked closely with the Honor team to ensure our concepts aligned with their strategic goals and brand vision. Regular check-ins and reviews kept everyone on the same page and ensured our ideas were feasible and aligned with the project timeline.

By the end of this phase, we had high-fidelity prototypes showcasing key features of the new Honor operating system, along with detailed design specifications and guidelines for a consistent, user-friendly final product. As the lead experience expert, I facilitated the ideation workshops, user testing sessions, and client communications, ensuring our prototypes were both visually appealing and easy to use.

the result

concept design