RESEARCH + DESIGN + STRATEGY
One Global App
GLOBAL AUTOMOTIVE COMPANY
One Global Mobile Application
A global automotive company was facing the challenge of having disjunct services across regions. Due to its global presence and differences in policies and market behaviors, each region had a dedicated mobile application catering to vehicle owners within the region. Our client, the Global CX team, wanted to create one mobile application to be used by vehicle owners across the globe.
I led a multidisciplinary team of 6 composed of strategists, designers, and technologists to reimagine the owner experience of a vehicle management app for an automotive company. I planned and facilitated stakeholder workshops and worked closely with global product and business teams to understand current context and develop an overall strategic vision of the work to define service propositions and an agile organizational structure.
Methods
(L) The Bowman Frat Center for Medical Education in Winston-Salem, North Carolina
(R) Students in a simulation class.
(Credit: UC Berkeley)
Rendered images of The Pearl and Howard R. Levine Center for Education (Credit: Ayers Saint Gross)
with icongroup | April - August 2022
FUTURE-PROOFING TECH AND GROWTH
We proposed opportunities to future-proof the tech architecture, organisational design, and brand ecosystem in consideration of the future direction of the mobility industry.
TRENDS STUDIES + COMPETITIVE BENCHMARKING
We looked at trends in the superapp and automotive space to discover engaging services for vehicle owners and users.
PROPOSITION DEVELOPMENT
We refined the service propositions from the workshop to ensure alignment with the overall business goals of the Global CX team.
A modular and adaptable solution
Incorporating user feedback, organizational context and trends in mobility, we proposed a solution that enables access for both vehicle owners and non-owners and accommodates different mobility options. The proposed solution also adapts to regional needs, enabled by modules for global consistency with local adaptations, and requires an agile squad composed of HQ and regional core and ancillary teams.
VISIONING INTERVIEWS
We held interviews with leadership to understand their vision for the global app and identify current challenges on feature development.
APP-BUILDING AND WORKFLOW DESIGN WORKSHOPS
We held a 3-day in-person workshop involving 15+ regional digital executives to brainstorm service propositions and map out current and future ways of working of HQ and regional teams.