Brand Experience Strategy — Translating Brand DNA into Measurable UX
Background
Autonomous Chinese car brands face increasing competition, with experience homogenization between brands limiting differentiation. Changan needed a unified framework to translate brand values into actionable touchpoints across vehicles, services, and digital platforms, while aligning technology capabilities and future product development.
What I Led
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Served as project lead, driving cross-division collaboration with Brand, Product, Software & technology teams to define the UX Label System.
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Developed three brand-specific UX Label packages for NEVO, DEEPAL & E0
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Established Brand-to-Experience translation methodology, connecting abstract brand values to measurable product touchpoints and guiding multi-platform design and prioritization.
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Coordinated alignment across departments to integrate labels into product planning, HMI interface design, and vehicle feature specification.
Outcomes & Impact
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UX Label System adopted for 3+ vehicles and 2 UX platforms, standardizing brand experience across Changan’s core models.
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DEEPAL brand label adopted as official slogan, featured in media coverage, S05 product launch.
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Elevated UX team role from visual delivery to strategic brand experience ownership, forming a replicable cross-division collaboration model.
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Enabled measurable user experience outcomes, strengthened product differentiation, and guided long-term technology and design alignment.