Volvo Family

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. 

SCHOOL PROJECT
Berghs / Client Soundtrap

ROLE
UI / UX Design

YEAR
2018

Volvo_MariaThulin_Kundresa_1

Research
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.

Research
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.

Customer journey
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.

Costumer 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.

Volvo_MariaThulin_Persona_2
Volvo_MariaThulin_Feedback

Insights
Through the questionnaires and talking to people in our vicinity, we got some valuable insights that I could work with.

  • The need for cars is still great for families with children, even in close proximity to big cities.
  • When choosing a car, safety weighs heavily, closely followed by function and price.
  • There are some thresholds in the selection of child seats. It is a lot for the customer to familiarize themselves with and the concern about making mistakes is quite large.
  • Some people are concerned if they will have room for their stroller in the car. When choosing a stroller, functionality is of great importance and, like the car seat, safety is also very important.
  • Our target group would like to save time wherever it goes, and they love comfortable overall solutions.

Insights
Through my questionnaires and talking to people in my vicinity, I got some valuable insights that I could work with.

  • The need for cars is still great for families with children, even in close proximity to big cities.
  • When choosing a car, safety weighs heavily, closely followed by function and price.
  • There are some thresholds in the selection of child seats. It is a lot for the customer to familiarize themselves with and the concern about making mistakes is quite large.
  • Some people are concerned if they will have room for their stroller in the car. When choosing a stroller, functionality is of great importance and, like the car seat, safety is also very important.
  • Our target group would like to save time wherever it goes, and they love comfortable overall solutions.

Hypothesis
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. 

Qualitative interviews
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.

Volvo_MariaThulin_Research
Volvo_MariaThulin_Wireframes_1

Volvo Family
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.

  • Volvo Family is a comfortable service were costumers can subscribe to child seats and strollers while their children are growing up. The child seats and strollers are specially designed by Volvo, who is a leading company when it comes to design and safety.
  • The customer will get delivery and mounting of child seats and strollers directly to their car or at home. And if they have Volvo on Call they get the service directly to their car, without having to be in place themselves. 
  • The strollers are flexible and specially designed to fit perfectly in the trunk of a car. There are also chassis that could easily be mounted together with the smaller child seats for infants.
  • The customer doesn't need to have strollers and child seats at home for various situations that they do not use on an everyday basis. Instead, they can order an extra stroller or child seat just for the weekend or holiday.
  • If they rent a car on their holiday from one of Volvo partners, they get access to similar child seats or strollers that they have in their subscription at no extra cost. And they don't have to bring their own. 
  • With an app, the customer has control and an overview of the subscription. They also get notifications and service when it's time to change the child seat or get a new stroller.
  • Used products are taken care of and the materials are reused.

Volvo Family

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.

  • Volvo Family is a comfortable service were costumers can subscribe to child seats and strollers while their children are growing up.
  • The costumer can get delivery and mounting of child seats and strollers directly to their car or at home, and if they have Volvo on Call they don't even have to be in place themselves. 
  • The strollers are flexible and specially designed to fit perfectly in the trunk of a car. There are also chassis that could easily be mounted together with the smaller child seats for infants.
  • The costumer don't need to have strollers and car seats at home for various situations that they do not use. Instead, they can order an extra stroller or car seat only over the weekend or holiday.
  • They get acess to similar car seats or strollers that they have in their subscription at no extra cost if they rent a car from one of Volvo's partners.  
  • Guarantee that the products are safe, maintain a high quality and have a well thought out design.
  • An app where they easily get control and overview of their subscription.
  • Get a notice when it's time for the car seat or
    the stroller to be replaced.
  • Have a good conscience from a sustainability perspective when used products are taken care of and reused.
  • Get a lower price than if they were to buy new car seats or strollers in store.

Volvo Family
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.

  • Volvo Family is a comfortable service were costumers can subscribe to child seats and strollers while their children are growing up. The child seats and strollers are specially designed by Volvo, who is a leading company when it comes to design and safety.
  • The customer will get delivery and mounting of child seats and strollers directly to their car or at home. And if they have Volvo on Call they get the service directly to their car, without having to be in place themselves. 
  • The strollers are flexible and specially designed to fit perfectly in the trunk of a car. There are also chassis that could easily be mounted together with the smaller child seats for infants.
  • The customer doesn't need to have strollers and child seats at home for various situations that they do not use on an everyday basis. Instead, they can order an extra stroller or child seat just for the weekend or holiday.
  • If they rent a car on their holiday from one of Volvo partners, they get access to similar child seats or strollers that they have in their subscription at no extra cost. And they don't have to bring their own. 
  • With an app, the customer has control and an overview of the subscription. They also get notifications and service when it's time to change the child seat or get a new stroller.
  • Used products are taken care of and the materials are reused.
Volvo_MariaThulin_Feedback_3

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