Enhancing the Automotive Experience

Spanish premium automotive manufacturer
Barcelona, Spain - Jul / Dec 2022

Service Design | After-Sales experiences | Customer loyalty

The Project

The premium automotive market is undergoing a significant transformation, driven by new consumer demands, fleet electrification, and service digitization. To keep up with this evolution, the project focused on developing a digital platform that connects users to the brand’s service ecosystem, promoting a seamless and personalized experience.

The initiative aimed to create an engaging digital journey for owners, extending the relationship with the brand beyond the point of purchase. The proposal included the development of services that provide continuous value and strengthen loyalty, considering the expectations of different customer profiles.

Furthermore, the project explored ways to integrate emerging trends, such as advanced connectivity and electrification, ensuring the experience aligns with the future of mobility.

Methodological approach

To address these challenges, we adopted a user-centered approach combining research, co-creation, and validation.

Exploratory and strategic research

  • Desk Research & Industry Analysis: Investigation of automotive sector transformations until 2030, analyzing trends such as the growth of EVs, the evolution of digital services, and new business models.

  • User Expectations Mapping: Study of generational differences (Gen X, Millennials, and Gen Z) to understand their behaviors and expectations regarding automotive digital services.

  • Expanded Benchmarking: Comparison with premium segment players and services from other industries (such as aviation, hospitality, and technology) to identify innovation opportunities.

Reference - Rolls Royce Whispers

Co-creation and concept development

The key concepts developed were:

  • Subscription & On-Demand Services: Flexible models for vehicle maintenance, performance, and customization.

  • Connectivity & Mobility Experiences: Expansion of digital services beyond the vehicle, connecting the user to the brand's ecosystem.

  • Loyalty & Exclusivity Programs: Creation of personalized benefits to enhance engagement and retention.

Reference subscription - Polestar

Validation

To ensure market alignment and implementation potential, the following were used:

  • Kano Model: Assessment of the impact and attractiveness of services to prioritize those with the highest perceived value.

  • Experience Testing: Digital journey simulations to refine interactions and identify opportunities for improvement.

  • Implementation Roadmap: Definition of a strategic plan to enable services within the brand's digital ecosystem.

Results and Impact

The project generated a strategic service roadmap that enhances the brand's digital experience and strengthens customer connection with the company's ecosystem. Key impacts include:

  • Increased customer loyalty through personalized and recurring services.

  • Expansion of the digital portfolio with new revenue models and engagement strategies.

  • Innovative market positioning in the premium segment, aligned with the expectations of modern consumers.

This project exemplifies how service design can be applied in the automotive sector to transform the relationship between brands and consumers. By integrating strategic research, co-creation, and digital engineering, we created a differentiated experience aligned with emerging mobility trends.