Introduction
Ford was looking for ways to create unique customer experiences for parcel delivery that are really making a difference in how people are interacting with a vehicle. This project projects the idea of unique experiences with parcel delivery into the future where an autonomous car itself will be a parcel to be delivered and further, develops a strategy to provide a unique customer experience with this type of delivery.
Approach
Research
According to Deloitte's report “Online Car Buying Experience in the New Digital Vision”, the automobile sales industry is showing a trend of transition to the Internet. Some new automotive brands (Tesla, NIO) have designed a unique set of business operation models based on the concept of direct sales, avoiding many of the criticisms of traditional distribution models. By building a highly integrated IT platform, the problem of fragmentation of user data due to the lack of coordination of the system will be solved.
As per the research of leading automotive brands, user needs-
- After purchase protection
- Sometimes user want to record the moment of pick up their cars, especially when they’ve purchased an expensive one
- Personalized service & product.
Vision
The new future vision is “Creating the ultimate unboxing experience through refreshing personalized surprises to surpass expectation”. 5 specific events were chosen that span long the timeline from manufacturing to after-purchase services.
- Online browsing to long term ownership
- 5 phase customer journey
- Unboxing starts the moment you imagine buying an autonomous car
