Research On User Experience Of NIO

As taking corrective measures for global energy and environment problems,the industry of new energy automobiles has been booming.The success of the business model of lithium-battery electric automobiles led by Tesla,has speeded up what has been a slow growth trend of the domestic and international auto industries.All electric,hybrid and extended-range models have sprung neck-and-neck,and then went public one after another,bringing consumers fully different updated experience in power,interaction,driving,and etc.In a new round of electric car races,how to catch users relies not only on technology or cool appearance atrracting users,but also on revolutionary car-services.When a car owner buys one car,it means car-service is just starting,instead of ending.Considering users experience,NOI,a consumer-oriented enterprise,has created high-performance functions based on the car itself,and been improving many kinds of services,including maintenance,insurance,power-exchange,maintenance and other aspects of the car.All such services can be easily access to users by digitally touching,whose functions are connecting the smart network inside the car,life community online,and experience offline,throughout the whole process of both car and users.Additionally,a network of the middle and high-end elite group and a wide social culture has formed,which improves users experience and then feels special and fully different value from other car manufacturers.From the perspective of user experience,this paper mainly analyzes previous papers,where there are main limitations of the user experience,and then explores brand experience from five marketing means: sense,emotion,thinking,action and association.The study can better reflect the real market situation by collecting,screening and comparing these five means,so that in combination with the actual situation,and establishes the model of experience research related to user experience.According to characteristics of the service,five kinds of interactive user experiences are analyzed,by exploring the limitations of user experience from different conclusions and discussing main viewpoints,and the corresponding measurement methods are put forward.Based on research and deep interviews,this paper studies vehicle owners,and vehicle future development when new energy vehicles are integrated with digital technologies,when a new Internet-based marketing communication mode will be established,bring consumers the outstanding user experience and create fully new booking-service lifestyle for users.The NIO advantages in users experience are mainly pleasant lifestyle and the community,while the disadvantages are potential safety risk,power-exchange mode,service security and etc.It is suggested to increase expectation on service and enhance user experience,making users get unimaginable participation during the interaction with enterprises,which has major significance for further enhancing both users and manufacturers experience.