Hyundai / Kia
Service design
Microtransit service for a new electric vehicle
My role
Sr. Service designer
Responsible for research, design sprint planning and facilitation, service blueprint.
My team
A small team of four working together over the course of 13 weeks
1 Service designer (me)
1 Business strategist
1 Visual designer
1 Project manager
My goals
Understand commuter pains and needs, and design a realistic microtransit service for the next- generation vehicles.
• Conduct user research within the microtransit space.
•Develop a mobility and digital service concept.
• Inform the design of next generation Hyundai shared vehicles for microtransit.
My approach
Human-centered empathy
Stakeholder alignment and research with real commuters
Collaborative ideating
Design sprint with Hyundai stakeholders
Service mapping
Creation of a blueprint and value proposition for the micro transit service
Iterative process
Continued improvement to refine the solution
Stakeholder workshop
I helped lead a multi-disciplinary team of Hyundai and Kia stakeholders in an afternoon of design thinking activities to define:
The priority customer base we should target
Key behaviors we should recruit for research
Top cities where we should consider to conduct qualitative interviews
Business landscape and objectives
Commuter research
A colleague and I spent 5 days researching commuters in Los Angeles
19
Participants
6 Career professionals
5 Retirees
5 Students
3 rideshare drivers
Making sense of data
Extract
My team an I collected each data point as an independent - behavior, thought, desire, challenge or quote.
Organize
We built an Affinity Map by grouping similar data points creating categories and sub-categories to reveal trends.
Analyze
We looked for trends and relationships across demographics, behaviors, values, attitudes, challenges, etc.
Summarize
We created artifacts that embody the insights learned from the customer interviews.
Key insights
High cost awareness
Consistent need for speed
Strong multi-tasking behaviors
Desire to maximize me-time
Innate desire to be taken care of
High sensitivity to environment
Strong wish to feel in control
Big need to plan for uncertainties
Strong accommodations to social norms
High need for social interactions
Distinct desire for personal space
Wish to nurture existing relationship
Personas
All the research, data analysis, and insights resulted in 3 personas, which I would later use to inform our ideation in the design sprint.
Solo Solomon
Social Samantha
Caring Carolin
Design sprint
I planned and facilitated a 5 day design sprint with a multidisciplinary team of Hyundai stakeholders. Based on the qualitative research, we explored opportunities, ideated on solutions, and began prioritizing key features that would influence the concept design.
outcomes
1 Goal statement
100+ Opportunities
9 Target opportunities
2 Target personas
50+ Ideas
8 Solution sketches
2 Storyboards
2 Core features
Service blueprint
Working collaboratively, I began with the prioritized solutions that we aligned on as a team in the Design Sprint.
Each solution was then integrated into a cohesive story mapped out as customer actions. Using sticky notes, I was able to quickly iterate quickly on different orders and play with different mappings to relative needs, emotions, and touchpoints.
Service blueprint evolution
With each feedback session, the service blueprint evolved into higher and higher fidelity, until the final deliverable.
The booking screen displays corner to corner routes for commuters such as Solomon during the day, and door to door routes for groups such at Samantha and her friends. It remembers user’s selections from past trips and makes smart suggestions.
A user selecting a single seat will default to a private ride setting. Users selecting more than one seat will default to social ride settings with seats positioned for a more social setting. If needed, passengers can also reserve luggage compartments for extra belongings. Private vs social modes display an indicator to fellow passengers that the user is not wanting to be disturbed or open to social interactions.
If a user selects more than one seat they have the option to share the ride with a friends by inviting them to join. Friends can come from social media or personal contact lists. Friends receive a notification or text message inviting them to confirm the ride.
Concept of ingress and egress. • Customized screen on door for the each passenger’s individual identity. • Welcome light for the reserved seating • Sensor signal for connecting vehicle to the right passenger
Concept of overall interior (night mode). The mood light changes and the seats are movable.
Concept of private vs. social modes. Seat lighting indicates modes, and see position rotates to accommodate modes.