“ How might we design a long-term car rental service for people who do not purchase a car? ”
ARVAL Together is a service that combines long-term rental (lease) products with shared car services for nowadays that the needs of the sharing economy and the desire for personal belonging coexist, together with the new model of fleet management systems.
The project was commissioned by Enhancers - Italian UX agency- to produce a proposal for BNP PARIBAS GROUP. In this project, as a design director, I designed user study methodologies and conducted an ideation workshop, then undertook mobile user interface design and communication with the client.
• 2018
• Team Project
- Wondo Jeong: Design direction, Methodology design, Field study, Data analysis, UI design, Communication
- Sangjin Park: Field study, Data analysis, Product design
- Kyungjin Kim: Project managing, Field study, Data modeling, Package design, Video shooting
- Hanbyeol Lee: Field study, Data analysis, User scenario design, Scenario design, Video shooting
• Tools: Sketch, Origami, Solid works, Keyshot, Premiere
• Output: High fidelity working prototypes (mobile app), Product / Package design
Challenge 1-1
Due to high costs and logistical issues, single vehicle ownership doesn’t make sense for many urban residents.
Challenge 1-2
Today’s always-on consumers expect a seamless level of connectivity to follow them throughout their days.
Opportunity
Connected car technology has opened up channels for direct communication between car owners, service providers and sales teams.
Through desk research, we framed research topics through an expected service experience path consisted of ‘before’, ‘during’ and ‘after’ driving experience. From this step, we narrowed the design goal to design the product conveying 3 key aspects as below:
- Seamless & secure fleet management
- The new model of vehicle ownership
- Enhanced relationship between a vehicle provider and driver
Question design
With framing research topics, we could design a driver’s journey map. Finally, we could design the most relevant research questions for conducting an in-depth interview.
Affinity diagram & Personas
Through data gathered from a user study, we finally modelled primary, secondary and supplemental persona through affinity diagraming.
After data modelling procedure, we produced 20 concept ideas in writing. Through these, we conducted a design workshop called ‘Crazy 8s’ for 2 hours. Finally, we generated 200+ concept sketches.
Through the workshop, we classified ideas into 5 main functions, Discover, Care, Monitoring, Social and My car. After that, a sitemap and user interfaces are designed.
Lifestyle Lab
Through Arval Together, users can choose the right vehicle matched by his / her lifestyle rather than a tremendous amount of choices which are described with technical terms that the existing car dealership provides.
The car lists within each lifestyle are curated by car experts and car communities.
The long-term rental experience starts from ‘Who I am’ than a metric horsepower.
Care services
As the user starts a long-term rental in ARVAL Together, a self-diagnostic device (with OBD sensor) willbe provided along with the welcome package. With this device, the user can check the current condition of his/her car on mobile handsets. Plus the dedicated car dealer and 3rd party car care services manage the fleet anytime, anywhere.
Shared ‘rental’ cars
If necessary, a user can share and rent vehicles with members of a 'closed / trusted community' then experience a variety of vehicles. Even company owners having two or more vehicles can manage their vehicles efficiently through this platform.