How might we enhance the working commercial customer, allowing them to move faster on what they need to get done?
Description:
How can we leverage existing technologies in order to help commercial customers overcome productivity barriers in the next 1-3 years?
Strategic project down to implementation examples that recently came into the market.
Role:
Worked together with various technology and customer insight teams to find the initial opportunities, and then split into various tteams to follow up on implementation work, specifically with Driver Assistance Technology Team.
Process
Learn
Gathering and learning from existing US, EU, and Asia Pacific customer research across van and truck studies to identify experiential gaps that fall within our commercial strategy.
Provocations with Businesses
Conducted a workshop together with fleet managers from 15 large commercial businesses across various vocations.
Understanding the aspects of why they would go after different types of concepts, and wherein their vocations they would be interested in improving productivity from a business perspective.
Co-Creation with Drivers
During this process, working with my strategy partner to reflect the goals of the project into a two-step co-creation research event with commercial customers. We hired an external moderator to reduce design bias to proceed while observing and capturing insights in a separate room.
Our first step was the conversation, was to understand our partcipant’s current habits, as it pertained to the concept, and then described the concept while showing an image depiction of the concept. The participant then chose 3-5 reaction cards and were asked to describe why they chose each. 21 reaction cards were available to each participant. They were intended to stimulate discussion of how it would fit into their lives and not intended to be evaluative.
The in the following concepts, they were shown depending on whaat cards the particpants drew out.
Understanding Synergies
Next Steps
Layering over upcoming vehicle lines and possibilities with concepts and deep-diving into pushing feasibility, viability and next level of design work. Our team communicated principles, and feedback from concepts to the development teams.