Disclaimer: *In the interest to maintain confidentiality only limited and abstract details are available.
Project Details
Requirement
A master customer journey needs to be built from the base with intense strategic thinking that helps in facilitating further implementation of digital landscapes and functionalities for modern cars, to obtain valuable inputs from customers and stakeholders to craft the end product.
Business Goal
To facilitate valuable strategic customer journey inputs to various other departments that are involved in the development and production of a vehicle. To standardise and promote product development process with assimilated principles and frameworks across the organisation to fulfil futuristic vehicle needs in a systematic manner.
Exploration
Users of the Product
The final product in form of an automobile (cars or vehicles) post production gets consumed by millions of people for their various purposes. An effort is made to gel most of the car usage scenarios with the the provision of comforts and actual needs of the consumers/users. So, all the car users and car enthusiasts who believe in advance vehicle concepts and acknowledge that technology can aid in a better and safer driving process form this projects main target group.
Research and Process
Initially, insights from trends and credible foresights were analysed to understand the futuristic needs of the customers in automotive industry in order to ideate and implement apt features and functionalities in the ultra modern cars of the future. Later, appropriate personas and mindsets were derived from the available socio-cultural databases that helped in building the best characteristic and parameters for the focus group in order to learn, analyse and implement ideas better. Additionally, a number of expert and stakeholder workshops were conducted to learn and reflect the state-of-the-art knowledge into our own strategic design deliverables on a continuous integration and continuous deliverable methodology. On periodically conducting a number of workshops on the identified major but diverse topics of interest in the world of futuristic automobiles, valuable data in form of needs were recorded and reclassified into appropriate functional concepts along with persona mapping. Furthermore customer needs were specifically mapped against the product functionalities in the interest to develop a product requirements catalog for the realisation of a product. Full fledged in-detailed customer journeys for all the personas were put into place which supported the derivation of product requirements catalog. This project acts like a phoenix, as it forms the most valuable base for the organisation in realising a continuous process in recording the ever evolving needs of the customers and mapping them against product functionalities to innovate modern, and digitally transforming products as end results.
Solution
My Role
As a holistic researcher and an active team member for the customer experience strategy project, I was involved in the entire process of user research, product strategy, trends and foresight research and analysis, persona development and mapping, storyboarding, the creation of user journeys and derivation of product requirement catalog which helps in identifying needs against product functionalities. Alongside conducted and participated in several workshops that hosted domain experts, key personals and stakeholders. On the whole a competitive holistic understanding on marketing, strategy, standards and cars were enhanced as a part of this role.
Result
'The Product Requirements Catalogue' was the final result of our teams hard work. It was much appreciated, valued and is being made use by all the other team member in their respective project works to bring about more of futuristic customer centred functionalities in products. As and when various mainstay departments recognised the quality and worth of the information present in our project, they proactively initiated collaborations with our team for newer projects to seek relevant benefits.