Joni

CHALLENGE

Upon joining the project, I discovered that the existing ecosystem of apps had features and benefits spread across multiple applications, resulting in inconsistent reliability and a fragmented user experience.

Our team faced the critical task of creating a streamlined and cohesive user experience. We worked diligently to consolidate these features into a single, reliable application that enhanced usability and met the strategic goals of our client and their discerning customers.

APPROACH

The primary objective was to establish a unified product ecosystem that not only aligned with their mission to launch nine pure electric luxury models by 2030 but also assisted their customers in navigating the emerging wave of software as a service in connection to their vehicles, a huge opportunity space for our client.

We adopted a strategic approach, collaborating closely with their business leaders and the connected car team to conduct an extensive discovery into the needs, desires, behaviours, and pain points of both customers and the business.

Our objective was to uncover the insights and evidence that would guide strategic product and design decisions, minimising risk and enabling the evolution of products customers find truly useful. Our mission was to uncover and deliver exceptional value, providing an aspirational experience that customers would prefer over any alternative.

THEFT PREVENTION

Customers highly value peace of mind, particularly through features that alert them to any unauthorized interaction with their vehicle. Enhanced theft detection, along with app notifications about suspicious activities, ranked as top priorities. Additionally, notifications reminding them to lock their vehicle, and the ability to remotely lock doors and set alarms from any location, add an extra layer of security and reassurance.

Customers also expressed a strong desire for their vehicle to actively contribute to energy efficiency, thereby enhancing the overall sustainability of their driving experience. They want energy-saving suggestions and options delivered directly to the app, enabling them to optimise and manage power-consuming features. This focus on energy efficiency helps maximise charge and range, providing a smarter, more eco-friendly driving experience.

RECOMMENDATIONS 

We recommend adopting a flexible subscription model, allowing customers to choose services that align with their preferences and usage patterns.

CORE APP FEATURE PACKAGE WITH PURCHASE

Offer a basic package of essential software features free of charge with the vehicle purchase. This includes functionalities that enhance the core driving experience, such as security notifications, basic climate control, and charge scheduling.

CUSTOM SUBSCRIPTIONS

Introduce customisable subscription options, enabling users to select specific premium features based on their needs. This includes advanced comfort settings, performance boosts, collision avoidance systems, and enhanced theft prevention features with geofencing, motion detection, and real-time alerts.

CUSTOM ADD-ONS

Allow users to further personalise their subscriptions by adding individual features such as advanced navigation with augmented reality overlays. This modular approach ensures customers pay only for the functionalities they find valuable, providing a tailored experience.

TRIAL PERIOD AND INCENTIVES

Implement trial periods for premium features to encourage users to experience the added benefits before committing to a subscription. Additionally, offer incentives or discounts for long-term subscriptions to enhance customer engagement and satisfaction.

CONCLUSION

The impact of our work helped the prominent electric vehicle provider seamlessly integrate the most useful and desirable features into one unified, customer-centric app. Our collaborative work not only addressed the immediate challenges in streamlining their software ecosystem through end-to-end product design, but we also helped them shape their customer engagement strategy, supporting their transformation journey to connected software.

The success of this project was made possible by the dedication, expertise, and the innovative spirit of our team and theirs. The collaborative efforts culminated in a solution that goes beyond meeting requirements, it fuses strategic thinking, user-centric design, and visual appeal, setting a new standard in the connected car experience.

The end-to-end journey we undertook, from discovery to strategic decision-making, has not only resulted in a meticulously designed app, geared up to drive connection between our client vehicles and their customers. The beta release of the new app will mark the beginning of a transformative phase, and we have equipped our client with additional opportunities to explore based on our collaborative work.