Workshop · KPMG

Design Sprint: Automobile Customer Experience

As part of a workshop conducted by Marty Herbert from KPMG, we participated in a design sprint exercise where we had to design a customer experience for an Automobile experience, (Toyota) with the personas that were developed during the research process by the company and their identified pain points.

Role

Design sprint participant

Team

Group of 5 — Aarti, Mishta, Advika, Sijin Li, Jojo

Duration

5-hour design sprint

Context

Glasgow School of Art

Skills demonstrated

Team workPrototypingDecision makingStrategic thinkingCreative problem solvingPresentation skills

01 · Context

The workshop

Format

This was a 5 hour group task, which included understanding the who, why and whats, brainstorming ideas for possible design opportunities and preparing a presentation.

Key learnings

This design sprint helped us work as a team efficiently, brainstorm ideas and effectively showcase in a presentation format and pitch our idea to Marty. This workshop was also useful to know what happens in the industry for customer experience.

02 · Process

How the sprint ran

Understand the WHO?

What pain points are we catering to?

Brainstorming Ideas

Presentation

Building a product prototype

Visualization the space and service

The WHO

We were given to Personas, Jimmy and Lara. The main charechteristics are mentioned below

Persona A

Information accessibility and cohesion
Ample time to decide
Customized experience

Persona B

Selfservice accessibility
Influence (brand)
Cohesive cross channel (digital)

03 · The challenge

The approach

Approach

Proposing an outcome that caters for both of our highlighted personas

We were also given the different pain points identified during the research process. We thematically organized them and gave them codes to shortlist to propose ideas that might cater to as many pain points as possible.

Pain points thematically organized and coded

Identified opportunities

Providing a range of options to suit customers

Providing the right information at the right time in the right way

Going at the customer's pace

Delivering on expectations and keeping promises

04 · Design outcome

Brainstorming to outcome

Brainstorming Ideas

Initial sketching of ideas — Initial Sketching of Ideas. Included whacky ideas, conceptual and practical ones as well.

Rating ideas as desirable, feasible and viable — Rating our ideas into Desirable, Feasible, Viable to shortlist ideas.

Customer Journey in Showrooms

Using service

Upon entering the showroom, they are guided towards the reception desk for guidance.

Once they reach the reception area, they are guided towards a tablet where they can choose their preferred experience with varied levels of interactions catering to both persona's of Jimmy and Lara.

Showroom reception, stage one of the customer journey

They could choose between an Audio Visual experience, a private Sales Assistance, or if they require assistance particular to a product.

They are also guided towards a Kiosk where one can choose the experience they want. Additionally they are given a smart watch (shown below) for during the tour in the showroom which will enable them to call for assistance or for other services with a touch of a button on the watch.

Kiosk and experience choice, stage two of the customer journey

Smart watch

Functions include:

Indicate which viewing experience they want
Notifying if they require assistance from a sales representative
Able to display QR code so that shortlisted choices can be saved with their personal user account

Additionally, customers while waiting can also know about their car and its parts better, like shown on the shelf in the image.

Smart watch in use during the showroom tour

Showroom shelf explaining the car and its parts

Post service — App

Sample interface to show a more user friendly and accessible car manual. This element of our proposal aims to make the car features and parts easier to understand and help the consumer feel more in control when it comes to their car.