Rui Liu

UX & Interfaces



AI & Generative Tech



Immersive & VR




ARCHIVES :3



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Genesis Digital

 Role
UX/UI Designer Employer
Publicis GroupeYear
2023


Project Overview


During my summer internship at Publicis Groupe in 2023, I led the interface design for Genesis, an electric car brand, focusing on its mini app for the mainland China market. The app is actively used by thousands of users and serves as a critical touchpoint for customer engagement. My contributions spanned user research, website design, and mobile interface development, ensuring a seamless digital experience for Genesis customers.



Research and Competitive Analysis



I initiated an in-depth research campaign to analyze and benchmark digital solutions from leading competitors, including Porsche and Tesla. 

This process involved:  
  • Conducting usability studies to assess navigation patterns and user expectations.  
  • Mapping out the structure of Genesis’s existing Chinese website using a tree diagram to optimize content categorization.  
  • Identifying strengths and weaknesses in competitor designs to establish best practices and opportunities for differentiation.  



Website Redesign Preparation




Before transitioning to app development, I collaborated with the design team to conceptualize and refine the new Genesis website. 

My role included:  
  • Developing a clean and atmospheric visual identity aligned with Genesis’s premium branding.  
  • Creating layouts that balanced aesthetics with functionality, ensuring scalability for both desktop and mobile platforms.  
  • Establishing consistency between the website and app to provide users with a unified experience.



Mini App Interface Design




I was responsible for designing the interface of the Genesis mini app, focusing on simplicity, readability, and feature accessibility. 

Key achievements included:  
  • Translating comprehensive web-based information into a compact, mobile-friendly format without sacrificing clarity or usability.  
  • Overcoming design challenges by prioritizing intuitive navigation and clean layouts tailored to mobile user behavior. 
  • Delivering a final interface that seamlessly integrated brand identity with user-centered design principles.