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.
First - 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 were not intended to be evaluative.
Second - After this round of conversations, we then had a new phase where we brought out concepts with tangible UI displays and co-created with customers to push the boundaries and understand how these concepts fit into their businessses best.
Understanding Synergies
Experience Creation
Below are 2 examples of the concepts of many concepts we tested, what customers said - how we defined them and how they landed into execution.
1. Workspace Lighting
Ability to use your vehicle’s headlights and attached accessories - as spotlights to illuminate worksites and hard to see areas at night.
Questions we co-created around:
How big of an area would you need to light (splay)?
Does brightness levels matter?
How would you want to control the lighting? (Vehicle vs. Phone)
What are you doing where the light is pointing?
Where else would light be helpful? All around the truck or one area specificly?
2. Security
Notification about the activities in and around your vehicle, with full monitoring capability and responses.
[adapated a baby monitor to understand where and how participants wished to monitor in various situations]
Questions we co-created around:
Has your vehicle or items in your vehicle ever been …Stolen? …Damaged or vandalized?
What action would you take when a theft is taking place with your property?
Do you ever avoid leaving things in your vehicle? If so, why? how?
Are there certain things you do to prevent theft or vandalism?
In the Media
Overtime - these two concepts were developed out into features in our vehicles.
