Urban Mobility
Case Study No.01
Urban Mobility was the exploration for a new holistic travel experience revolving around a not yet released urban mobile product. Re-invisioning the travel, retail, and social experience of urban mobility. Produced with, and presented to a Montreal CA Company.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of SAP. .
Introduction
SAP + BRP = Dream Team
As one of the most innovative powersports companies in the world, BRP aims to continuously deliver innovation to the market. The executive team is on a quest to concur new markets with the introduction of a ground-breaking product that will address the rise of urban mobility.
During a one-day executive innovation experience, BRP and SAP gained inspiration from design thinking activities and explored potential new business models that would reinvent the BRP retail experience. As a group, we envisioned numerous ideas, ultimately leading to two concepts that would further strengthen BRP’s strategy. Ultimately from this workshop I was able to create a prototype to communicate what this app could begin to look like.
Part 01
-----The Workshop------
All hands on deck!
The workshop was a 1 day session that moved fast. (Lightening Fast)
The goal of the workshop was to engage the executives and guide them through a series of design exercises into a new way of thinking and allow them to formulate and communicate a rough conceptual direction.
That's me, with the coffee.
The Plan
2 Teams for the day
We broke up into 2 teams. Each team representing one persona we'll begin to create.
Persona Definition
Building Ideation challenge using Current/Future Barrier
Create Problem Statements
Ideation Exercise 01- Logo Challenge
Ideation Exercise 02- Millennial Activities
Personas Definitions
Jessica & Jamar, our Urban Living Millennial's
And so, 2 personas we're created. BRP wanted to target Urban Living Millennial's and so Jessica and Jamar were born. These allow us to keep in mind who we're designing for as we begin to iterate and ideate ideas.
Creating a Problem Statement
When contemplating new business models or ways to improve a company's offerings, the process should be centered around the end customer and how they will interact with the future product or service.
Equipped with the customer profiles, the two groups then identified the current and future barriers to the new business concept. The exercise was to clearly form a problem statement for each persona.
Problem Statements Created
Persona: Jamar
How might we use the latest technology to create a holistic experience of urban travel both digital & physical?
Persona: Jessica
How might we as BRP use technology to bring a personalized retail experience to the user?
Ideation Time
Time to Generate Ideas!!!
Following the problem statement definition, the teams went into an ideation power hour with two additional exercises to stimulate the participants’ inner creativity.
Exercise 01: Logo Battle
Exercise 02: Millennial Activity Storming
Logo Battle
"How would Amazon,Google, Facebook solve it???"
The logo battle is an exercise that has us trying to solve our problem statements like very successful companies would...
Ikea: Modular, Affordable
Apple: High-end User Experience
Nike: Retail Personalization
Facebook: Fostering a community around it
Millennial Activity-Storming
Here, we looked at some activities and traditions Millennial's share and tried to base and create ideas around them.
Example: Avocados and Toast- This shows Millennial's aren't afraid to spend more money around delightful and healthy food. Maybe they're willing to spend more on a meaningful travel experience....
Key Design Characteristics that were discovered
Concept 01: Team Jessica
Vision:
Concierge service for the urban user, to attract users and build loyalty through a premium service agreement.
Inspiration:
Luxury Hotels e.g. Four Seasons
Solution:
Build Partnerships with transportation and parking providers public transportation, cities and event centers
- Provide a user with everything from parking to flexible modes of transportation along with select concerts and various VIP accesses
- Adapt to needs of individuals calendar and lifestyle
- Proactively answer needs by making recommendations "Siri Like"
Concept 02: Team Jamar
Vision:
Create Holistic Experience of urban travel both digital and physical
Inspiration:
Ikea model, Fast Fashion, Product Modularity
Solution:
Offer a fully customizable vehicle that can be tailored to the individual needs, wants, and preferences.
- Ability to swap and exchange vehicle parts with community, friends, and BRP.
- Full online catalogue to easy purchases
- 3D visualization of vehicle with desired modifications.
Part 02
~~~~~~~The Design~~~~~~~~
Marketing Concept
Concept to Reality
Before anything, I needed to brain-dump from the workshop. Here I began to cluster ideas.
Re-invisioning what it means to get from A to B
Concierge Concept
Creating a Concierge metaphor. Allowing the app to sync with other apps we're able to gain a bigger picture of the users day and tailor certain suggestions.
Loyalty & Gamification
I envisioned the more the user rides the more the app should reward them. Not only should we reward them for using the product but rewarding them for being a contributor to going green. The top secret product we classified as a electric and eco-friendly product.
Conclusion (mic drop)
Very thankful for having the pleasure of working with such a talented and intelligent group of people on this project. It was a blast!