As China's leading electric vehicle maker, the client strives to realize the ultimate user experience and is committed to creating a pleasant lifestyle for their customer. Before launching their first high-performance electric vehicle for the domestic market, the client asked us to help them design the end-to-end service definition process, aiming to establish a holistic picture of future car experience.
|Type||Design Thinking Process, Platform Design, Web Application, Mobile Application|
|Date||Sept - Oct, 2017, 8 weeks|
|Team Size||2 - 4 people|
1. Envisioned the end-to-end service definition process for China's leading electric vehicle company
2. Created a service blueprint assessment mechanism for providing continuous improvement to existing experience
3. Conducted employee training on service blueprint and assessment framework to help the client product planning team transition to a new way of working
This 8 week project can be roughly divided into two phases: Discovery & Deep-Dive. In the Discovery phase, we conducted research on service users, business objectives, and existing system to draw insights for future design. Then we defined the service blueprinting process along with the evaluation framework. In the Deep-Dive phase, we fleshed out the design into different levels of fidelity and conducted user testing in each stage. In the final week, we aligned business & technical details for the delivery phase.
Vision & Insights
After a thorough investigation of current workflow & systems, we established 3 key personas for the future system, and reached aligned visions for each persona.
Incorporating the design thinking practice, we defined the service blueprint structure as illustrated below. It can be broken down into the following steps:
Research team starts with market & user research to create customer personas for future experience
Research team creates & maintains full customer journey that can be drilled down to different steps & key stories
From each key story, PP team defines user motivation and generate ideas to meet this motivation
For promising ideas, a storyboard is generated to visualize the experience
Using roleplays, the PP team investigates scenarios, customer emotions, and discover opportunities for improvement
PP iterates on storyboards for desired solution
When solution is finalized, development team fills the functions, enablers and department that are responsible for the realization of this solution
Learning from Don Norman's Emotional Design, we think there are three layers of experience evaluation: Visceral, Behavioral, and Reflective, and this framework is mainly applied to the experience presented by the storyboard in the previous section.
We also need to evaluate the steps leading up to the experience and the solution that comes after it. And the structure can be broken down into the following steps:
User motivation is evaluated based on its quality (whether it delivers the ultimate value, whether the phrasing encourages ideation, and whether the scope is small enough for meaningful discussion)
Storyboard is evaluated for its emotional layers (visceral, behavioral, and reflective, as mentioned above)
Scenario is evaluated based on its priority, according to the frequency and impact a scenario is likely to happen
The final solution is also evaluated for its priority, specifically delight and expectation based on the Kano model
For the product design, we moved from lower fidelity to higher fidelity with continuous testing and refinement along the way.
Low fidelity sketches: quickly define product layout, navigation, information architecture and function priority.
Medium fidelity wireframes: design key page functions, content and core process flows; further materialize the proposed solution, and flesh out design details and present a clear product image.
High fidelity visual design: establish visual style, create design suitable for branding and user needs, reach consensus on overall visual & interaction.