A Deep Dive into Chinese Apps and HMIs – Navigation Apps: Gaode Map App, Baidu Map App and Google Map App compared (2)

Chinese consumers are immersed in a unique ecosystem of apps and HMI (Human-Machine Interface) systems. This shapes their perspectives and usage habits.

In this article series, we will take a deep dive into various popular Chinese apps and HMIs, such as Gaode Map, Baidu Map, and modern car HMI systems. We will analyze these systems from UI and UX perspectives, while also providing cultural background and insights.

Tab bar

In the previous article, we analyzed the landing page in general (link) , in this article, we will have a closer look at the tab bar, which should offer the user the first access to different functions.

UI elements

The first image shows the wireframe of the tap bars (P02-01):

Please note: Chinese apps have a very high iteration frequency, so the design may differ by the time you read this article.

P02-01 Tap bars are all bottom positioned

Position: All tabs are located at the bottom, with Gaode and Baid apps’ tab bar automatically disappearing when tapping the map to allow for full-screen map viewing.

Focus: The size of icons and text is displayed uniformly, with no emphasis on particular elements.

Style: All three apps use a combination of icons and text.

Color: The colors used in the icons of all three apps are limited to blue and gray

P02-02 The color theme is limited

However, users can change the theme themselves in the Chinese apps, which will add new background colors and icons to the tab bar (P02-03).

P02-03 A skin theme for the tab bar. Positive mood creates an emotional connection.

Insights from Spiegel Institut:

German users might find this feature somewhat gaudy and unnecessary, as it adds no functionality and may make the interface less clean.

Chinese users, on the other hand, feel that these extra design elements provide emotional value; cuteness and a positive mood are important for life. This richer experience can help create an emotional connection between the user and the product.

For example, at the recent Olympics, you could see Chinese shooting athletes with Hello Kitty stickers on their guns (link). Chinese car infotainment systems also offer theme customization.

Functions

(1) Booking taxi and hotel in the navi app:

Gaode and Baidu are free apps, which make them highly competitive in the market.

One of Gaode and Baidu's revenue streams is through providing taxi services, partnerships with hotels and advertising.

(2) The contribute feature is not so popular in the Chinese navi apps

Google map users are used to check reviews directly on the app. However, in the Chinese software landscape, there are other strong competitors, such as Dazhong Dianping （大众点评）.

Shops often encourage consumers by saying, "Leave us a review on Dazhong Dianping, and we’ll give you a dessert." - which also enhances user retention and engagement.

(3) Gamification possibility in your account

In the “Account” page of Gaode and Baidu maps, you can find the feature "Lighting the City ", which allows users to record their travel history in a vivid way. (P02-04)

Some users frequently open the map app even when taking the bus or train,in order to light up more cities. At the end of the year, the apps generate an animation showing the user’s travel footprint throughout the year.

This is a pleasant memory and creates a strong sense of accomplishment. Such gamification is very common in Chinese software. (Check another article “How Chinese Manufacturers are Using Gamification to Gain Customer Loyalty” for more insights link )

P02-04 A visual example of the feature “Lighting the City” based on the user's journey

Conclusion

The tab bar is quite a “rational” place in a navigation app, as it serves a clear functional purpose—offering access to different features.

However, by providing more skin themes, Chinese apps successfully bring more emotion to this part, which resonates well with consumers.

Combining gamification with the user’s journey also enhances customer loyalty to the app, creating a barrier to switching to other software.

Spiegel Institut offers full package services for HMI and operation system development as well as usability tests for all industries. Feel free to contact us for cooperation: info@spiegel-institut.de

Author: Yue Liu, Spiegel Institut Mannheim