As part of the Digital Design Update program at Berghs School of Communication, we got an assignment to create a digital design solution for Volvo, based on the Subscription economy.
For the discovery phase, we worked with generative interviewing techniques, impact mapping, personas, hypothesis, customer travel journey, flowcharts, wireframes, and site mapping. The visual design was made using Sketch, InVision, and After Effects.
Berghs / Client Soundtrap
UI / UX Design
Volvo is already today classified as one of the most leading companies when it comes to the subscription economy evolution. What could we do as they do not already do today? In order to scale down the project, we decided to look at different scenarios when you might need to acquire a new car. Our focus became customers with a growing family.
Benchmarking and research
We started the project with doing a heuristic analysis of the existing site, with the purpose of finding out which parts of the interface that created the most pains and gains. We also looked at other online music services to get more knowledge of the business and potential users.
Volvo is already today classified as one of the most leading companies when it comes to the subscription economy evolution. What could I do as they do not already do today? In order to scale down the project, I decided to look at different scenarios when you might need to acquire a new car. The focus became customers with a growing family.
After identifying a target group, we sent out questionnaires to people that we though match the criteria. Then, we compiled and analyzed the answers to create a persona and a customer journey.
After identifying a target group, I sent out a questionnaire to people both with and without a driving license. I compiled and analyzed the answers that I then used to visualize a persona and a customer journey.
Through the questionnaires and talking to people in our vicinity, we got some valuable insights that I could work with.
Through my questionnaires and talking to people in my vicinity, I got some valuable insights that I could work with.
With the goal to strengthen Volvo's position in the market as the first choice of a family car, an idea of a service where you could subscribe to Volvo's child seats began to take shape. A solution for growing families who feel insecure about child safety, love comfortable overall solutions and want to save time.
With Volvo's lifestyle concept in mind, we also wanted to take the idea a step further and find out if there could be an interest in subscriptions on strollers, developed and designed by Volvo.
After analyzing the first batch of surveys I created another one. Focusing on the community and collaboration I tried to find out what the users would benefit from and what they would like to share among each other.
I also held qualitative interviews with musicians and tested some rough sketches on the interface. As a result, I got really valuable feedback and ideas for features to develop.
We contacted and held personal interviews with more users who fitted the target group. The answers we received helped us to improve and adjust the hypothesizes we had. Below is a summary of the concept, and because this was a school project that was supposed to include UI design, we decided to make an MVP for an app for costumers using the service that we later user-tested.
After I had worked through my concept and hypotesis I interviewed diffrent users who could be the target group. The feedback I got was mostly positive, and I with more information I could develop the concept even further.
After I had worked through my concept and hypothesis I interviewed different users who fitted the target group. The feedback I got was mostly positive, and with the new feedback, I could develop the concept even further. Below is a short summary of the concept.