OEM Mobility services Strategy: Building Market Adoption and brand trust

BACKGROUND

This was a self-initiated project while working in FCA, Michigan, addressing OEMs' problem space, which will be joining the new era of self-driving vehicles and services that would emerge in the near future ( 2015 )

PROJECT

This mobility service model is based on profile systems. This system delivers a seamless travel experience for users through a shared-vehicle network provided by their automotive brand.

User profiles are created and used on multiple platforms. Company partners can help expand the services they can provide.

ROLE

I was a sole researcher, strategist, and service designer.

Timeline: 2015 (1month)

PROBLEM

Can a manufacturing company, whose focus is on creating tangible products, create future opportunities to enter the shared service space?

INSIGHTS ON UPCOMING TRENDS

Research, HYPOTHESIS ON SHARED SYSTEM

HYPOTHESIS

The future of the automotive industry will be more focused on providing a seamless experience through auto-share and personalizing the travel journey.

SYSTEM FOR SEAMLESS MOBILITY JOURNEY

COMPONENTS OF SEAMLESS MOBILITY SERVICE

Seamless User journey of FCA User: STEVeN

Steven is a Long-term user of the FCA brands and products. He is an elite user and has signed up for the FCA mobility platform program, which provides him with access to shared services across the FCA product throughout the journey.

In this program, Steven's profile is scanned, and over time, the intelligent vehicle stores all his vehicle settings. The following journey illustrates how the vehicle will adapt to the Stevens' personal preferences throughout the trip, ensuring a seamless experience.

Slide through the storyboard to learn how Steven’s journey was supported by the FCA MOBILITY Service from Detroit to California.

Slide 1: Steve receives a reminder for his 9 am flight; the FCA Journey Manager sends the profile to Flight Services. Future flight services will support body point mapping.

Slide 2: Steve is picked up by FCA’s Autonomous car

Slide 3: FCA Comfort service set automatically based on Steve’s profile

Slide 4: FCA Flight Services provides Steve with this set of diet food service

Slide 5: Steve arrives at LAX Airport, and FCA micro-mobility connects to POD rental services.

Slide 6: FCA assigns Steve his preferred choice of vehicle

Slide 7: An AI robot assists Steven with the car keys

Slide 8: Steve is welcomed by the car

Slide 9: FCA sharing supports multi-point settings from different cars, allowing tuning to be shared.

Slide 10: Steve is guided by the vehicle to nearby routes where he can enjoy the ride.