Otto: Car Dealership Service Reframe

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RADICAL SERVICE CONCEPT SERV 724 I M.F.A. SERVICE DESIGN PROGRAM I SCAD I PROFESSOR ROBERT BAU

Transcript of Otto: Car Dealership Service Reframe

Page 1: Otto: Car Dealership Service Reframe

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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

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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

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WA

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AN

TIE

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TRA

DE

-IN

S

IN-S

TOR

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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

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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

Page 9: Otto: Car Dealership Service Reframe

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

Page 10: Otto: Car Dealership Service Reframe

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

Page 13: Otto: Car Dealership Service Reframe

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

Page 17: Otto: Car Dealership Service Reframe

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

Page 22: Otto: Car Dealership Service Reframe

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

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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

Page 24: Otto: Car Dealership Service Reframe

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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

Page 26: Otto: Car Dealership Service Reframe

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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.

Page 27: Otto: Car Dealership Service Reframe

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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

Page 28: Otto: Car Dealership Service Reframe

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

Page 29: Otto: Car Dealership Service Reframe

THANK YOU

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SCAD is the first university in the U.S. to offer service design degree programs. A well-rounded service designer is part researcher, part strategist and part designer. At SCAD, service design students learn how to take on—and deftly move between—all three roles in innovation projects.

SERV 724 – User-Centered Design for Services | Team Members: Bhavika Shah, Mark Hemphill, Michael Buquet, Monica | Professor Robert Bau