RADICAL SERVICE CONCEPT SERV 724 I M.F.A. SERVICE DESIGN PROGRAM I SCAD I PROFESSOR ROBERT BAU
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MONICATISMINESKY
MARKHEMPHILL
MICHAELBUQUET
BHAVIKASHAH
SERV 724
RADICALSERVICE INNOVATION
PROFESSORROBERT BAUNAME OF
SLIDE IN TWO
RADICAL SERVICE CONCEPTSERV 724 I M.F.A. SERVICE DESIGN PROGRAM I SCAD I PROFESSOR ROBERT BAU
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ProblemCar dealerships are not trusted and vehicles are created for, not by customers
SolutionOtto allows customers to personalize their car to form a meaningful relationship in a pressure free environment
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TEAMMEMBERSPROBLEM AND
SOLUTION
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A distinct car brand and a service that customizes and personalizes cars.
Matchmaking Building Living
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TEAMMEMBERSOUR
CONCEPT
What it is...This grid is used to divide a market into distinct groups within which all customers share relevant characteristics that distinguish them from customers in other segments.
How we used it...We segmented our users according to personal and the some of the offerings from car dealers that were most relevant to customers.
Why it is important...This highlighted the most important offerings and which ones could benefit from potential design solutions.
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VA
RIE
TY O
F M
OD
ELS
WA
RR
AN
TIE
S
TRA
DE
-IN
S
IN-S
TOR
E
EXP
ER
IEN
CE
SA
LES
/DE
ALS
CU
STO
MIZ
ATIO
N
AVA
ILA
BIL
ITY
TECHIE
STATUS SEEKER
COMFORT LOVER
DRIVING AFICIONADO
PRAGMATIST
TRADITIONALIST
IMPORTANCE/ INTEREST
High
Moderate
Low
CurrentlyMishandled
KeyOffering
Transparency Needed
Customers
Offerings
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TEAMMEMBERSMARKET
SEGMENTATION
Summary:We selected three archetypes based upon customers segments that were identified in our segmentation grid. The archetypes are built from collectively inherited unconscious ideas, patterns of thought, images, etc. Each of these archetype was then developed into three personas that include a heavy-user, light-user, and non-user.
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the status seeKeR
the expeRt teCh GuRu
the ConvenienCes e e K e R
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TEAMMEMBERSTARGET
GROUPS
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QUOTE
the status seeKeR
ARTIFACTS
TECHNOLOGY HOW SHE IS DIFFERENT
VALUE PROPOSITION
what can’t melissa live without?
PERSONALITY
SERVICE EXPECTATIONS
MELISSA
(WHO) For status seekers
(WHY ) that wants/needs vehicles to conspicuously consume
(WHAT) new car dealersare a centralized gallery
(HOW) that delivers practical and stylized automotive consultation
WHAT I WANT TO GETA beautiful new car
WHAT I WANT TO FEEL:Validated in my position of privilege
WHAT I ASPIRE TO BESomeone people talk about
Unlike her friends, Melissa wants both a soaring career and a wealthy husband. Her event planning service has always afforded her a high standard of living, but she remains restless in her ambition.
Before:
Melissa envisions a beautiful showroom, housing the glistening toys that will become her most prized fashion accessory. She expects the salesman to guess her aesthetic taste, and intuit her intent to buy. She believes any inconveniences imposed upon normal clientele can be avoided due to her good looks and thick wallet.
During:
Melissa expects to feel both enthralled and overwhelmed at the dealership. She is used to people fawning over her, but envisions having trouble understanding the more technical features. She expects top notch service that guides her through her choices.
After:
After purchasing her new car, Melissa wants to feel rejuvenated and validated. She demands flawless operation of her vehicle, and assumes the dealer will call her when it is time to come in for any regularly scheduled maintenance.
GOALS
sense
trigger sound systemseeing paint
job in sun
touching
steering wheel
intensity high high low
pleasantness high mild medium
SENSORY IMPRESSIONS
Age 32, Event Planner from Flemington, NJ
it and internet
using software
using mobile / tablet apps
using social networks
conscientiousness agreeableness extroversion neuroticism openness
DAY-IN-THE-LIFE
Wake up at 6am to Lana del Rey alarm
Shower, dry and mousse hair, put on makeup, choose jewelry
Grab granola bar from pantry, coffee from Starbucks
Drive to country club to meet prospective clients
Visit potential event venues, sample food and wine
Lunch with girlfriends at Chime on 9th
Swing by office to pick up folios and delegate tasks
Blind date at Blue with Brooks (an investment banker)
Drinks and dancing with Brooks
Grab a cab home
Pick tomorrow’s outfit before bed
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TEAMMEMBERSPERSONAS
LIGHT-USER
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it and internet
using software
using mobile / tablet apps
using social networks
QUOTEARTIFACTS
TECHNOLOGY HOW HE IS DIFFERENT
VALUE PROPOSITION
what can’t ben live without?
PERSONALITY
SERVICE EXPECTATIONS
(WHO) For modern techies
(WHY ) that wants/needs perpetual digital novelty
(WHAT) new car dealersare deeply knowledgeable automotive allies
(HOW) that delivers the opportunity to learn and test the latest
developments
Unlike his friends, Ben researches cutting edge technological research in his spare time. He’s fascinated by flow batteries, quantum computing and grapheme transistors, and can’t wait until these breakthroughs are commercialized.
Before:
Ben is intrigued to see if the vehicles’ interactive systems are as intuitive as the articles he’s read. He wants to make sure his technological passion doesn’t set him up to be taken advantage of, so he is also slightly anxious about that. Finally, Ben knows that if he does decide to buy a new car today, he will be in for quite a lot of paperwork.
During:Ben has already read most of the information available in the brochure for each model, so he is eager to get into the cars themselves. He wants a salesman to be present while he is investigating the car’s features to answer any and all detailed technical questions. However, he would also like considerable time alone in the vehicles to fully understand them.
After:
Once Ben has bought his new vehicle, he plans to immediately share this acquisition via his Online profiles. He expects any software glitches with the car’s computer to be fixed in a timely manner, but accepts cutting edge technology for what it is: unproven. He trusts, however, that the car’s telematics will inform him when the car is due for service.
GOALS
SENSORY IMPRESSIONS
TAKE 20 MINUTE BREAK TO PLAY
XBOX 360 ON GIANT PROJECTOR
WAKE UP AT 5:30AM TO ARDUINO-BASED ALARM CLOCK
MORE WORK, THEN OUT TO LUNCH FOR
NIGIRI WITH CO-WORKERS
PUT ON NIKE FUEL BAND, ROLLERBLADE
5 MILES
CONDUCT VIDEO MEETING WITH SENIOR
VP OF R&D
QUICK SHOWER, THEN COFFEE AND FRUIT AT
CAFE IZQUI
GET VEGETARIAN TAKEOUT, READ
SLASHDOT AND WIRED NEWS
DRIVE TO WORK, LISTEN TO NPR’S
“MORNING EDITION”
BUILD CODE FOR LOCALIZED LINUX
KERNEL
BUILD PRODUCT PIPELINE MATRICES IN ANALYTICA FOR PHARMA CLIENTS
EAT CEREAL BEFORE BED
DAY-IN-THE-LIFE
the expeRt teCh GuRu
BENAge 43, Engineer from
San Jose, CA
WHAT I WANT TO GETNext generation UX in automotive form
WHAT I WANT TO FEELLike I’m living the future
WHAT I ASPIRE TO BEA technological pioneer
conscientiousness agreeableness extroversion neuroticism openness
sense
triggerexterior styling revving engine control panel
UX
intensityhigh medium medium
pleasantness medium medium high
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TEAMMEMBERSPERSONAS
HEAVY-USER
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it and internet
using software
using mobile / tablet apps
using social networks
QUOTEARTIFACTS
TECHNOLOGY HOW HE IS DIFFERENT
VALUE PROPOSITION
what can’t dale live without?
PERSONALITY
SERVICE EXPECTATIONS
(WHO) For temporary townies
(WHY ) that wants/needs the flexibility of automotive travel
(WHAT) new car dealersare approachable centers of expertise
(HOW) that delivers guidance and assurance throughout a temporary car
ownership experience.
Unlike some of his colleagues, Dale is a nomad. He has a boyfriend back in Canada, who wants him to move back North. Regardless of his romantic life, Dale is a traveler. Large possessions are therefore transient, and he does not ascribe emotional weight to those items.
Before:
While Dale has bought a car before, he has never been to a US dealer. He is optimistic about the experience of buying a new car, but is also cognizant of car salesman’s poor reputation.
During:
Dale believes strongly that he should not be rushed during his purchase process. He wants a kind tone of exchange with the salesman, and will not willingly engage in price negotiations. He wants to feel informed about the car’s features and reassured about the prospects for resale in the near future.
After:
Dale expects that the dealer handle all normal maintenance issues, and he would like them to facilitate the eventual resale of his new car. He wants to drive, but doesn’t want to deal with the
GOALS
SENSORY IMPRESSIONS
LUNCH OUT AT LOCAL-FOOD SIT-DOWNWAKE UP AT 6AM
AT DESK FOR REMAINDER OF
WORKDAYRUN 3 MILES DINNER OUT WITH NEW
FRIENDSEAT BREAKFAST AT
HOME WATCH CHOPPEDMEET PHYSICIAN
CHAMPIONS AT DEPARTMENT MEETING
READ DWELLGIVE PRESENTATION
ON HOSPITAL GROUP’S BRAND IDENTITY
SKYPE BOYFRIEND IN CANADA BEFORE BED
DAY-IN-THE-LIFE
the ConvenienCes e e K e R
DALEAge 30, Healthcare
Consultant from Portland, OR
WHAT I WANT TO GETStraightforward car ownership
WHAT I WANT TO FEELUntethered
WHAT I ASPIRE TO BEInternationally mobile
conscientiousness agreeableness extroversion neuroticism openness
sense
triggerpaperwork tires
screeching
around corner
entering
dealership
intensitymild high medium
pleasantness low high low
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TEAMMEMBERSPERSONAS
NON-USER
Summary:A value proposition is a full set of benefits a company promises to deliver. We developed Otto’s value propostion to clearly state the intent of the service and how it differentiates from a standard car dealership.
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(WHO) For satisfaction seekers
(WHY) that want to personify their vehicles
(WHAT) Otto is a new car shop selling relationships instead of ownership
(HOW) which delivers a more meaningful automotive experience.
(PRIMARY ALTERNATIVE) unlike standard new car dealers
(KEY DIFFERENTIATION) our service matches cars to the customer’s personality
(PROOF) because a car is a form of personal expression.
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TEAMMEMBERSVALUE
PROPOSITION
What it is...This tool is used to highlight the core product offered by the service as well as facilitating services, enhancing services, features and benefits.
How we used it...We utilized this tool to clearly define our the main offerings within our service concept and how they relate to potential customers.
Why it is important...This infographic provides a visual hierarchy to themain elements offered by our service concept.
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CORE
A car provider that
facilitates memberships
instead of ownership
FACILITATING
• Car customization• Personality quiz• Training for agents• Sales packages by length of time
ENHANCING
• Trial period• Celebrating milestones• Personalized feedback• Maintenance inclusion• Element co-creation
FEATURES + BENEFITS
• UI personalization• Model swaps• Back out option• Naming vehicles
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TEAMMEMBERSSERVICE
PACKAGE
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Key: Touchpoint Categories
Human
Digital
Physical
Choose matchmaking
methods
Wants to buy car that speaks
to his personality
Receive and give feedback to
car
Be reminded of “mile-stone”
Swap model or choose new
element
See ad for Otto
Visit otto.com
See testimonials of
happy customers and “happy
couples”
Takepersonality quiz
Receive results
Register
Be contacted by dealershipMeet facilitator
Receive dossier from facilitator
Test the model(s)
Choose one model for at home trial
Return test model to
dealership
Choose “relationship
package”
Set up car calibration
Celebrate new car
Receive new car gift from dealer
Test different customizations
Key: Steps
Moment of Truth
Service Encounters
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Name car and share news
Customize car with builder
Encounter Phases
Phase 1: Discover Phase 2: Learn
Phase 3: TestPhase 4: Interact
Phase 5: Upgrade
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TEAMMEMBERSSERVICE
ENCOUNTERS
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M
O
O
B
T
M
B
T
Otto
Tesla
Mini
BMW
PERSONALIZATION
PremiumAUDIENCE Mass Market
High
Low
O
What it is...Positioning maps are a great tool to visualize competitive positioning, developments over time, and to develop scenarios of potential competitor responses.
How we used it...We used this positioning map to place well known car brands beside Otto to visualize our concept’s competitive advantage.
Why it is important...This map highlights Otto’s high personalization in premium and mass markets to be an advantage over competitors.
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TEAMMEMBERSPOSITIONING
MAPS
Summary:Different methods were used to prototype this concept and gather user insights. We constructed a desktop walkthrough with Legos and engaged users to build their desired dealership with various prepared pieces. A low-fi user interface for the car, dossiers with three vehicles types, and a smartphone interface were designed to roleplay scenarios that could
show how the car may interact with the driver.
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DESKTOP WALKTHROUGH ARTIFACTS ROLE PLAYING
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TEAMMEMBERSPROTOTYPING
METHODS
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paRtiCipants
CAR TECHIE TECH SAVVY TECH SAVVY CAR TECHIE
JOHN PAUL FORREST MARGARET BRANDON
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TEAMMEMBERSPERSONA
MATCHES
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CliCK heRe
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TEAMMEMBERSPROTOTYPING
VIDEO
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GENIUS BAR
PRIVATEROOM
MECH. AREA
GALLERYKID
AREA
SHOW CASE
MECH. AREA
SHOW CASE
DYNO
TRACK
HELIPAD
ENTRANCEENTRANCE
GALLERY
JOHN PAUL, FORREST, MARGARET BRANDON
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TEAMMEMBERSPROTOTYPING
DESKTOP WALKTHROUGH
Summary:The user insights gathered from our prototyping efforts allowed us to see future possibilities for development. Here we have highlighted six main insights and grouped them into pros and cons.
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People are willing to pay a premium to avoid negotiation,
opting for a trusted, centralized source
The legal barriers to entry are much more complex than initially
thought
1 1
“Car guys” were interested in car performance and aesthetics
whereas the tech-savvy expressed more interest in
human interactions
Realized well-informed car enthusiasts are not our target
market
2 2
Could structure payments per mile of usage instead of time-based (related to depreciation)
Need to have IP
3 3
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TEAMMEMBERSPROTOTYPING
INSIGHTS
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• Equity (manufacturing agreement)• Employee salaries (tied to willingness to recommend)• Car maintenance• Physical space• Marketing
• Car manufacturer• Property owners• Data suppliers• Transport services
• Car user interface• Mechanics• R&D: designers and engineering• Facilitators• Car manufacturer
• Dossiers• Ads• Interactive website (quiz + game)• Cars• Dealership
• Training• Matchmaking• Plan sales• Assemble cars• Manage business relationships
• Flexible• Meaningful• Involved• Loyalty (brand & user)• Milestone celebrations
• Trial based test drives• Personality assessment• Modular cars• Membership plans• Customizable parts• Digital assistance
• Techie: gadget guru• Personifiers• Commitment phobes• Trend setters• Customizers• DIYers
• Initiation fees• Monthly payments• Upgrade payment• Sell data
Partners
Cost Structure Revenue Streams
Processes Offering(s) Relationships Customers
Resources Channels
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TEAMMEMBERS
What it is...The Business Model Canvas is a tool that allows you to begin to build a business model that covers nine major building blocks.
How we used it...We used this tool to discuss different strategies and show how Otto intends to make money.
Why it is important...This simple infographic covers four main areas of Otto’s business model: customers, offer, infrastructure, and financial viability.
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TEAMMEMBERSBUSINESS
MODEL CANVAS
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• Equity (manufacturing agreement)• Employee salaries (tied to willingness to recommend)• Car maintenance• Physical space• Marketing
• Car manufacturer• Property owners• Data suppliers• Transport services
• Car user interface• Mechanics• R&D: designers and engineering• Facilitators• Car manufacturer
• Dossiers• Ads• Interactive website (quiz + game)• Cars• Dealership
• Training• Matchmaking• Plan sales• Assemble cars• Manage business relationships
• Flexible• Meaningful• Involved• Loyalty (brand & user)• Milestone celebrations
• Trial based test drives• Personality assessment• Modular cars• Membership plans• Customizable parts• Digital assistance
• Techie: gadget guru• Personifiers• Commitment phobes• Trend setters• Customizers• DIYers
• Initiation fees• Monthly payments• Upgrade payment• Sell data
Partners
Cost Structure Revenue Streams
Processes Offering(s) Relationships Customers
Resources Channels
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TEAMMEMBERSBUSINESS
MODEL CANVAS
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OTTO
I was born from the need to humanize car
dealerships
I offer memberships for modular cars that are tailored to fit your
lifestyle and personality
I help people that want satisfying relationships
with their vehicles
I am flexible, transparent, and quirky
I ease your mind with a pressure free
relationship thatmoves you
I believe cars should have personalities with
purpose
I exist to facilitate a modular automotive
ecosystem
I stimulate satisfying relationships between
people and cars
HERITAGE OFFERING
AUDIENCE
PERSONALITY BENEFITSVALUES & BELIEFS
MISSION ON EARTH
VISION
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TEAMMEMBERSBRAND
IDENTITY
What it is...The brand identity map personifies the brand through first person statements. These statements help to define several aspects that represent Otto.
How we used it...We used this tool to verbally describe our desired identity for the Otto brand.
Why it is important...This describes the brand in simple statements that are easy to grasp.
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OTTO
I was born from the need to humanize car
dealerships
I offer memberships for modular cars that are tailored to fit your
lifestyle and personality
I help people that want satisfying relationships
with their vehicles
I am flexible, transparent, and quirky
I ease your mind with a pressure free
relationship thatmoves you
I believe cars should have personalities with
purpose
I exist to facilitate a modular automotive
ecosystem
I stimulate satisfying relationships between
people and cars
HERITAGE OFFERING
AUDIENCE
PERSONALITY BENEFITSVALUES & BELIEFS
MISSION ON EARTH
VISION
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TEAMMEMBERSBRAND
IDENTITY
2222Visual
Palindrome alludes to reconfigurability
Ambiguous, reads as car viewed from both
side and front
Verbal
Naming: Sounds like “auto” but
is a human name
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TEAMMEMBERSBRAND
EXPRESSION
2323
Futura Bold STDabcdefghijklmnopqstuvwxyz
Visual
Deep blue and orange-yellow combination:
modern and clean
Modernist Typeface: clean, modern, simple
& perfectly round “O” Glyph.
Verbal
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TEAMMEMBERSBRAND
EXPRESSION
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TEAMMEMBERSBRAND
EXPRESSION
Summary:Many of the current terminology that refers to the new car dealer sector has become standard. This infographic highlights how we intend to re-brand the typical terms associated with the sector to help our service differentiate from common dealerships deemed untrustworthy.
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Otto-Builder
Otto-FacilitatorSalesman
Mechanic
Otto-ShopDealership
Facilitators Otto Builder
USER
FRONT STAGE
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TEAMMEMBERSBRAND
EXPRESSION
Summary:One of the artifacts we designer for prototyping was a dossier that included the information of each vehicle. The idea of providing the customer with only one option lacked excitement. So we decided to offer two other options to provide more variety to this experience.
www.otto/ben
MPG Top speed
Trunk Volume Stopping Distance
60
165 mph
16 f t 3
126 f t
Efficiency ratingSeats
DimensionsPersonal Space
9.2
2
170 in
8.9
Woah! This one commands attention. It zigs
when everyone zags. And it is so much fun.
Yep, you are up for fun right now. So wave to
the appreciative crowds as you ride away.3T H E “ W I L D C A R D ”
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2T H E “ S O U L M A T E ”
www.otto/ben
MPG Top speed Trunk Volume Stopping Distance48 130 mph 20 f t 3
120 f t
Efficiency rating Seats Dimensions Personal Space6.9
4210 in
5.5
There is no denying it, this is how you feel about this car: “I’m my beloved and my beloved is mine.” If only it could understand you when you speak it would be perfect. And it does. And it is.
www.otto/ben
MPG Top speed Trunk Volume Stopping Distance
30 108 mph
26.3 f t3113 f t
Efficiency rating SeatsDimensions Personal Space
5.24
196 in7.8
You do not have to own a car that is exactly
you. You can always go against the grain, and
have you car be that weekend personality your
colleagues never get to see.
1T H E “ O P P O S I T E S A T T R A C T ”
Visual
Huge numerals in classic typeface: Otto is bold but
tasteful
Gray cars and limited color: “now choose
only your model, please”
Verbal
Zany categories: Otto is quirky and cheeky
www.otto.com/you: this is all about you as an unique individual
Funny but true-to- emotions text: Otto
gets how picking your car is expressive
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TEAMMEMBERSBRAND
EXPRESSION
Summary:We wanted the Otto brand to express the same modularity offered by its vehicles. To do this we intend to allow users to customize the Otto logo according to their preference as well as the look of their documentation. Below are two examples of the logo and dossiers potentially created by users.
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www.otto/ben
MPG Top speed Trunk Volume Stopping Distance
30 108 mph 26.3 f t 3 113 f t
Efficiency rating Seats Dimensions Personal Space
5.2 4 196 in 7.8
You do not have to own a car that is exactly
you. You can always go against the grain, and
have you car be that weekend personality your
colleagues never get to see.1T H E “ O P P O S I T E S A T T R A C T ”
In www.otto.com/benDossier for Ben Dossier for Lisa In www.otto.com/lisa
Visual
Verbal
Ben’s favorite color is blue. He is a convertible fanatic
Lisa is into illustrations and loves the Bug.
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TEAMMEMBERSIMPLEMENTATION
ROADMAP
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PARTIALMODULARITY
F U L LMODULARITY
CO-CREATEDRESEARCH & DEVELOPMENT
1 2 3
• Establish supplier agreement• Build customer base
• Neophiles
Deliver• Limited modularity• New brand• Car matchmaking
$ • Equity financing• Membership dues
• Begin element design and manufacturing• Expand customer base
• Simplicity Seekers
Deliver• Full modularity• In House Design
$• Equity financing (Cont.)• Membership dues• Element charges
• Initiate co-creation program• Offer brand variations
• Designers and car enthusiasts
Deliver• “Choice engine”• Trusted brand• Customer created designs
$ • Membership dues• Element charges
YEAR 0YEAR 5
YEAR 10
Summary:The most important output of this concept is the value created for multiple stakeholders. Below is a stakeholder map and highlighted stakeholders along with the value created for them. We believed this was important to display how this concept can be a real game changer in this sector.
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User
Facilitator
Investor
Facilitators
Otto Builder
Other
members
Cleaning
Staff
Security
USER
FRONT STAGE
BACK STAGE
Financial Expert Design Team
Other
driversInvestors
Manufacturer
Ad
Agency
A satisfying relationship with their car
Meaningful and pressure free working environment
Consistent and simple revenue streams from membership plans
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TEAMMEMBERSVALUE
CREATION
staKeholdeR value
THANK YOU
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SERV 724 – User-Centered Design for Services | Team Members: Bhavika Shah, Mark Hemphill, Michael Buquet, Monica | Professor Robert Bau