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Volvo x SCADPro Fall 2019 CONCEPT BOOK 2
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Content
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Introduction
Acknowledgments
Welcome to Savannah Where We’ve Been Where We Are Where We’re Going
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...And We Listened: A Communications Playbook 3
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Connecting Volvo’s Values Safe Sustainable Personal
29 Design Opportunities Vox: Volvo Optimized Experience Parket: The Parking Market Share by Volvo: Redefining Premium 3
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Our Project Direction
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Mobility and Transportation Trends
The People Have Spoken...
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sustainable analysis
a quick recap
our team
Our Brief Our Goals Our Process
Customer Experience 3 Horizon Model Fixes That Backfire 4
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INTRODUCTION Time is a funny thing. Sometimes it flies, and
all over the world, have sought to capture Volvo’s
sometimes it crawls. It’s an intangible that dictates
timeless essence in a way that truly gives back to
every aspect of our lives, literally, down to the
those on and off the road. We’ve taken everyday
second. It doesn’t care about your start-up’s IPO or
frustrations, like parking and commuting, and turned
how many followers you have on Instagram or who
them into opportunity areas. We’ve reconsidered
you voted for in the 2016 election. You can’t buy it,
the relationship between passenger and vehicle,
build it, tame it or take it. You can only experience it,
in such a way that extends our very notions of
moving through your fingers, leaving behind small
consciousness. And, lastly, we’ve returned to our
reminders of its passing. There is little in this life
most basic roots and created a community model
that we can know for certain, beyond the great
around the power of not only caring, but also sharing.
equalizer that is the ticking clock. Thank you, Volvo, for giving us the time to explore
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Time drives the future, and the future drives us.
where the road ahead may take us. We are thrilled
For the past ten weeks, we, as students at the
to introduce our visions for the future of unified
Savannah College of Art and Design, hailing from
mobility.
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Acknowledgments We are deeply grateful for the individuals who kindly and generously donated their time, energy and perspective to us throughout the course of this project. Between kind strangers we stopped in the park for feedback, to the local government officials who penciled us into their busy days for interviews, we could not have done this without you.
We would also like to thank:
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Elaine Gallagher Adams, Kwela Sabine Hermanns
Michael Egami
Our professors, for guiding us and imparting their vast,
Our phenomenally talented photographer, for beautifully
professional wisdom.
capturing a Volvo’s journey in Savannah.
Josh Lind, Katie Winters, Kelley Lowe, Victoria Brown
Levi Lanier
The SCADpro staff members, for delivering a real-world
Our professional, poised and polished model, for being
experience and helping us connect the dots.
the face of our pride and joy of a project.
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Welcome To Savannah Greetings from the official hostess city of the South, 2,356 miles away from the Golden Gate Bridge and about a century behind the Silicon Valley mindset. We don’t fail fast. We don’t stalk venture capitalists at Philz. We’ve seen zero Peletons and one electric scooter since moving here. But, don’t get us wrong, because nothing about this place is weak. Quite the contrary. We’ve devoted the past ten weeks digging into this place— this home— with such deep roots, big dreams and an intricate relationship with time. What does the arguably inevitable autonomous future hold for one history-steeped, Spanish moss-draped, cobblestone-paved city, whose 286-year-old infrastructure is canvassed by electric cars and horse-drawn carriages alike? Today, we’re excited to introduce you to the Savannah we’ve just recently had the privilege of meeting, really meeting, but whose story started in 1733. She keeps up with the times without straying from who she is, at her core. She’s a lot like Volvo in that way. Cheers, y’all.
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Where We’ve Been
Where We Are
Where We’re Going
Founded in 1733 by General James Oglethorpe, Savannah was the first city in the 13th English colony of Georgia, named after King George II. Known as the first planned city in the United States, Savannah was laid out in a grid system, connecting through a series of twenty-four green squares. Plantations and slavery aided in the flourishing of cotton, and Savannah’s Cotton Exchange set many of the world’s prices. The West African slaves brought to Georgia formed their own unique, blended Gullah Geechee culture, which endures today. During the Civil War, General Sherman is said to have been so taken with Savannah’s beauty that he spared the city on his fiery “March to the Sea.”
Today, Savannah is home to a diverse mix of people, from locals to tourists alike. The Savannah College of Art and Design (SCAD) has been integral in revitalizing much of the Midtown and Downtown areas and has helped to invest in the creative community here. Companies like Gulfstream, as well as the military bases, also draw people from around the world to Savannah. As the “hostess city of the South,” Savannah’s romantic, haunted Antebellum setting and open container law make it a destination for both international travelers and bachelorette parties. While Savannah holds its own when it comes to innovation and creativity, the community can be suspicious of outsiders and fairly resistant to change. In its nearly 300 year long history, Savannah has remained true to its historic roots and designation.
Savannah continues to grow and establish itself as a must-see destination. Between breaking ground on new construction and revitalizing historic buildings, adding new programs and drawing in larger numbers of international students, SCAD greatly contributes to the city’s growth. The development of the Canal District will bring with it a stunning 10,000-seat arena and mixed-use trails. The Plant Riverside development will expand to usher in new hotels and businesses. Inland, the Starland neighborhood continues its rapid pace of development with hip, new businesses opening monthly and developers breaking ground on Starland Village, a $40 million project that promises apartments, restaurants and retail, and an events venue. Savannah is evolving and signaling its readiness to embrace the future.
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Our PROject Direction Areas of Exploration: The future of unified mobility Digital services Android auto integration The in-cabin experience Parking City infrastructures Defining “premium� Return on Investment (ROI) on autonomous driving experience Geo-zones Communications Public perception 11
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Our Brief: “Let’s create a unified mobility model that can move people and packages in any environment, and define how these will impact Volvo pillars: safe, sustainable, personal.”
Our Goals: The future of mobility is uncertain, but that does not mean we cannot prepare for it today. This is our goal: by addressing the individual elements of our above brief, we are seeking to answer a much more important question: What role will Volvo play tomorrow, in the larger scheme of mobility? The in-car experience will change, no doubt. The shape of the car may transform. Cars, as we know them now, may not even exist later. Volvo could move away from this model entirely, which we have come to associate with freedom and mobility. Who knows? What we DO know, however, is that the information that is generated throughout this period of transformation is of vital importance. This is our proposal for Volvo’s ideal future: to be the primary player, the first mover, in collecting and mobilizing transportation-related data. 12
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Secondary Research
Cultural Probe Surveying
Design Sprints
Our Process
Concept Ideation Primary Research
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User Experience Visual Design
Storyboarding
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Alignment and Iteration
Monetization Routes 14
Mobility and Transportation Trends
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RESEARCH: PARKING
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RESEARCH: POLICY PERCEPTION
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The People Have Spoken... Our team conducted a total of twenty interviews, spanning government officials, subject matter experts and citizens.
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“This [cell phone] will now have wheels.”
“I don’t want to be a cookie cutter city. I don’t want Savannah to look like it could be in California. I want Savannah to be Savannah.”
“Say you live 30 minutes out the city, so you can now get 30 minutes of work done during your [autonomous vehicle] commute which saves me 30 minutes of working at home when I could be spending time with my wife and kids. That’s a big bonus for me.” 21
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“[Driving is] a culture. But it can be changed.”
“If we talked about a situation where we have more ride-sharing in place and just pay a monthly-based fee, I’m all for that.”
“[My] recommendation is to make parking as marketoriented as possible. Parking reservations that allocate spots for & to you, based on bookings, not dissimilar to airline ticket bookings & the pricing system. Parking can be affordable, accessible and available -- you can only have two of the three.” 22
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...And We Listened: A Communications Playbook How to start the conversation in Savannah
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Savannah is home to a unique mix of transients and born and bred locals, whose mindsets, priorities and contexts are constantly in conversation. A two-pronged approach is necessary to build support within the city, focusing equally on the government level and the grassroots level. Safety and cost savings appeal strongly to both audiences. For citizens, highlighting efficiency, ease and reliability are key. As tourism exerts a great deal of influence over commerce and government, packaging any initiative or innovation as positive for tourism is critical to success.
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“Savannah is such a community-oriented city that having these conversations one-on-one to a handful of people goes a lot further.� 25
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Where to start? 1
Government Level
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Office of the City Manager
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Department of Traffic and Engineering
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SCAD Leadership and Transportation
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Tourism Management Division
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Georgia Ports Authority
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Georgia Department of Transportation
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Chatham Area Transit Authority
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Office of Special Events, Film & Tourism
Grassroots Level 1
Neighborhood Associations: most neighborhoods have wellestablished associations that are deeply engaged with their residents and operate through monthly meetings
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Citizen Advisory Committee (CAC): citizen activist groups, such as CAC, are responsible for disseminating information and measuring public opinion
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Local Grassroots Clubs: citizen-led groups, such as “Covfefe Talk� with House of Gunt and The Hungry Club Forum of Savannah, meet regularly with the public to discuss issues facing the community
10 Savannah Area Chamber of Commerce
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Connecting Volvo’s Values
Parking Marketplace
Mobility Advisor System
Safe
VOLVO OPTIMIZED EXPERIENCE SUSTAINABle
Making underutilized parking spaces available for shared use within a geo-zone-based reservation and guidance system
Redefining what it means to be “premium” through the universal currency of time. How can every Volvo feel like your Volvo?
PERSONAl
An AI mobility advisor that is always one step ahead of you: your personal concierge built upon a network of Volvo users
The New Premium
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In order to create design opportunities that benefit both the customer and the company, we aligned our extensive research with Volvo’s pillars of safe, sustainable and personal. Further, what really stood out to us was the space between the pillars, where each overlaps. We sought to connect these three dots through our concepts.
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DESIGN Opportunities
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Vox: Volvo Optimized Experience
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ParkEt: The Parking Market
Share By Volvo: Redefining Premium
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VOX:
Volvo Optimized Experience through Predictive Suggestion Technology VOX is our proposed “brain” of the whole operation: a virtual mobility assistant that is so much more. VOX learns who you are (and how to help you) over time, through data collected by the Volvo vehicles you use. It can account for multiple players (or, passengers, in this case) being present, thus offering collective assistance and support. The idea being: VOX is able to aid in every mobility situation, even those that are life-threatening. For example, VOX can do anything from suggesting a curated selection of music, based on various riders’ preferences, to help culling a list of dinner options to settle the age-old quarrel that is “what should we eat tonight?” to using information from in-cabin biometric sensors to both determine your state of physical and mental well-being, and, accordingly, guide you in next steps to help. How to monetize: VOX takes digital advertising to the next level by implementing “geo-zone-based” advertising. This means, businesses can push real-time ads in the vehicle along the current route of travel. Additionally, VOX will be offered through either a “freemium” or “premium” tier. The premium tier will require a driver to purchase a subscription to VOX, effectively eliminating all incar advertising. The freemium tier offers fewer personalization options and includes the geo-zone-based advertising, as mentioned above. 31
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VOX has the capacity to respect user choices, with an adjustable intelligence level. It will only take as much control as it is given. This is more important now than ever, with data management and associated privacy concerns becoming a popular subject of public and political scrutiny.
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Its central promise is to grow beyond the confines of who you are now, beyond your current preferences, to a predictive system that is able to guide who you might be tomorrow. What new experiences are you are likely to enjoy, how can your precious time be saved and how might VOX enhance your future?
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the vox promise
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Neural Network: how vox “thinks”
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The “brains� of the operation, an auto-encoder neural network forms the foundation for VOX. The network will be fed data through the following sources:
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A built-in teaching mechanism: positive and negative reinforcement via user input, VOX will become progressively tuned to the user.
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Sensors inside the cabin, including heart rate sensors, passenger temperature gauges and retina scanners will be activated.
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External sensors embedded in key transportation infrastructure throughout the mobility environment. This may begin with limited zones, and grow to encompass entire cities.
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Existing user profiles and information from Google platforms and services, including Maps, Travel, Calendar and more.
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CURRENT CONTEXT Sources of Information Fueling VOX, in real time
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VOX will work to quickly gather data, in real time, from sources and sensors that are both outside and inside the cabin. These collective sources make up VOX’s own ecosystem of data, which will be highly secure for VOX subscribers. This ecosystem can also include partners, such as the city (city data) and third party applications of which the rider already subscribes (and consents to sharing, such as social networks, etc.).
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All of this data, coming in from multiple sources, will then be aggregated to capture “the current state� (i.e. what is happening at this exact moment in time). That means: VOX, on its own, can comprehend reality. VOX is virtually recreating the localized in-vehicle experience.
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historical CONTEXT Sources of Information Fueling VOX, from the past An important consideration is VOX’s need to distinguish between information that is meaningful for the user, and information that is less desirable, at any given point during transit.
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In order to accomplish this, VOX will rely on individual user input. Approved and rejected suggestions, through positive and negative actions from the user, will guide the random variance and selective retention towards a customized VOX, tailored to the individual user. Down-voting a song suggested by VOX, based on what it currently knows, or approving internal ambiance changes, based on the external environment, are just a couple of examples.
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FUTURE THE future CONTEXT of vox How this data culminates, in the future In addition to the current contextual data that VOX processes at any stage during transit, the system also draws upon historical data to, ultimately, create a rich, user-centered pool of information. Imagine a trail of cookie crumbs taking the form of 1s and 0s, processing the many decisions we opt for, or decide against.
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These decisions also lend to the pool of stored data. With From there, it’s up to VOX to delight you with its predictions. These predictions take the shape of a completely customized experience: the future context, which allows for future scenario planning.
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Geo-zone-based Advertising We are familiar with the contemporary model of digital advertising that pushes ads to users, based on their location. With VOX, advertising comes to the car, through real-time ads from local businesses along the current route of travel, pushed to the in-car screen. VOX’s freemium subscription tier will provide a limited selection of personalization options, while pushing geo-zone based advertising from local businesses to the passenger in-car. Premium (paying) subscribers will be able to eliminate all in-car advertising, and give the user control over his or her data sharing, thus providing improved privacy.
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vox USE CASES
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User scenario 1
Alex and David, a young couple in graduate school, have just set out for a project meeting. David, a VOX subscriber, is recognized by VOX upon entry into his Volvo. Alex’s presence is also recognized through her existing Google data, and agrees to connect her profile to VOX.
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Having skipped breakfast, David asks VOX if there is enough time before the meeting to stop for a quick bite. VOX is able to offer a curated selection of restaurants based on: 1. David’s preferences 2. His recent health history 3. The proximity of restaurants 4. The wait time at these establishments 5. The availability of convenient parking spaces 48
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Before David can make his favorite selection: Chick-fil-A, Alex reminds him that she is a vegetarian. VOX (set to 100% awareness, in this case) picks up on the comment, and offers a refreshed selection based on its collective predictive suggestion ability.
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Now, David and Alex no longer have to spend valuable time searching for solutions. VOX can handle it for them.
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User scenario 2
Chris and her son, Vidur, have just started a trip to the store. VOX has built a background on both passengers to offer timely assistance, at all hours of the day and night. It can detect an elevated heart rate and high temperature for Vidur, via the sensors and health monitors on-board. Thanks to in-cabin biometric sensors, VOX picks up on the fact that Vidur has an elevated fever.
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When VOX notifies Chris of this observation, she chooses to view a detailed diagnostic page, where she finds that emergency action is recommended. VOX automatically routes the fastest path to the nearest medical facility. In this sense, VOX is equipped to deal with such high-stress situations, all on its own, with little to no manual input from the user.
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Chris is then given the choice to follow the suggested action, or select an alternative. In either case, VOX provides immediate actions best suited for the context.
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If you’re wondering how and where Chris’ Volvo parked itself, let us introduce you to our final concept: Parket.
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ParkEt: The Parking Market
Time is a universal currency. Not only is time limited in itself, but it also limits where we go. For example, people in Savannah claim to actively avoid going to downtown areas, merely because of how much time it takes to find a parking spot. With this insight in mind, we designed Parket as an application that takes you directly to a close and available parking spot, rather than simply pulling up to your destination and then having to circle the block until something lucky crops up. Parket’s central promise is that it saves users valuable time, while also leveraging underutilized parking spaces to reduce the restrictions that time places on mobility. How to monetize: Parket will be offered as a subscription service to all users. While drivers will still be required to pay providers for parking spots, the additional subscription fees will allow them to reserve spaces, per their liking.
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USERS How is it now? Drivers in the united states spend on average in a lifetime, that’s
17 hours per year searching for parking.
45 days, just searching for a place to pull in!
PARKET GIVES TIME BACK TO USERS BY TURNING THIS NUMBER TO 0.
BusinessES How is it now? Parking lots can cost between
$5,000 - $10,000 to construct, with little to no
income as a result.
PARKET CAN PROVIDE BUSINESSES AN OPPORTUNITY FOR RETURN ON INVESTMENT.
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parket
key points of parket: Parket is a relationship formed between Volvo and local businesses and organizations. This is formed to maximize the use of underutilized off-street parking.
Parking + Market 58
Parket provides premium parking for Volvo users.
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who benefits from parket
Volvo
S OT SP
BS + E
TIM
G RK
IN
OPTIMIZED USE
G IN
RK
PA
$ NS $$ + TIO IP CR
SU
PA
Businesses
PARKET
Users
PARKING
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Through relationships and alliances established between businesses and organizations, Volvo is able to use previously underutilized off-street parking spaces to provide easy access of parking to Volvo users. This new feature will increase the appeal of owning a Volvo, as well as potentially boost the number of Care by Volvo subscriptions.
Parket provides businesses and organizations a chance to make additional income through their off-street parking spaces, which could be vacant sometimes. This provides a return on investment when, previously, there was not an opportunity for additional income.
Parket provides users a premium experience through ease of parking. By paying to own a Volvo or to subscribe to Care by Volvo, drivers no longer have to waste time and energy searching for parking.
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PARKET in savannah
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off-street parking
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Bull street Analysis
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Bull street Analysis Bull Street presents strong potential for Parket, thanks to its availability of off street parking spots, plus its popularity among tourists. Bull Street is known as being the “spine of Savannah,� as it features the ward system that was part of the original plan for the city. This ward system divides the city into modules that are composed of residential and civic functions. It is because of this existing civic function that Bull Street features many churches, in particular, with underutilized parking.
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Not the same as broughten st. 68
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Broughton street Analysis Broughton Street is an important cultural node of Savannah. The street serves as a provider of offices, retail spaces, lodging, restaurants and energy!
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Broughton street Analysis Parket can effectively utilize underused parking by local businesses on Broughton Street. Premium Volvo users can seamlessly enjoy all that downtown Savannah has to offer with Parket.
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off street parking players
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The dance
Communicate available and unavailable parking spots to users
Select their desired available parking space
Directs drivers to the selected available parking space
Is available upon driver’s arrival, and marks itself as occupied to other users once car is parked
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evaluating parking The value of a parking spot in downtown Savannah is $12 - $24 per day. Parking owners who do not capitalize on their off-street parking can lose up to $576 per spot every month in profits. A user driving to downtown Savannah can spend from $72 - $360 on parking per month. In addition to paying for parking, drivers lose an average of $435 annually in time, fuel and emissions.
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Parket in savannah
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PARKET use case
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parket at play VOX receives the data from the city, then interprets and filters the city data to the personalized data for Bob and Jane. It then provides the restaurant that gives the best shared experience for them exploring Savannah.
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parket at play Once the final destination is set, Parket provides options for the nearest available Volvo premium parking spots. It then selects the most ideal parking space for Bob and Jane.
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share by volvo: Next Generation of Ownership: Redefining Premium as an Assest Share by Volvo is a premium ride-hailing service proposed for a totally autonomous transportation future. By turning your car from a liability into an asset, Share allows Volvo owners and Care subscribers to generate revenue by allowing their personal vehicles to become shared rides for others. The broader role of Share is to bring more people into contact with the Volvo experience through a more accessible model. There also exists the potential to create mobility geo-zones without having to establish city partnerships. Through Share, Volvo becomes the most accessible premium mobility experience. How to monetize: We will distinguish between the Volvo owners and subscribers that opt for Share, versus the ride-sharers that use Share for their commutes. The former will pay no additional fee for Share, while the latter provides an additional revenue stream. The unique aspect here is that Volvo directly provides Share, unlike Uber or Lyft, which charge an additional fee for their service, given that they do not own or supply the cars. Thus, Share brings a high-end vehicle to ride-sharers at a lower price than competitors. Further, Volvo would take a 25% cut from a rider’s fare.
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SPEAKING OF RETURN ON INVESTMENT (ROI) Technological progress we experience today is moving at the speed of light, it seems. With increasingly sophisticated products and technologies emerging in the market on a daily basis, it’s no surprise that our quality of life is drastically different than in was in years past. While we understand that barriers to entry are important for premium, high-end and luxury commodities, placing restrictions on who can access the latest and greatest tech also profoundly impacts societal progress. Positive social impact is desirable, but we’ve sought to answer the age-old question: “But, at what cost?”
Area of Social Values
Area of Social Impact
Public Perception & Lifestyle
Slow
Technological Advancement
Time and Speed of Social Adaptation
Fast
While the industries and technologies surrounding the autonomous vehicle (AV) are still in their infancy stages, the speed at which both areas are progressing is exponentially fast. It’s for this reason that we envision AVs on our roads in the not-too-distant future. According to data collected by the U.S. Bureau of Labor Statistics (BLS) regarding price changes in the country’s consumer goods and services, an interesting relationship has emerged between commodity pricing and quality during any given timeframe. While the quality of technologies, products and/or software climbs to record heights, the price of such actually decrease, over time. A great example of this is the new car industry— even though public transportation has increased by 45.35% in the past two decades and we have more transit options than ever before, the relative price of a new car has not budged. 87
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Price changes in consumer goods and services in the USA College tuition fees
150%
Education
100%
Childcare Medical care Household energy Housing Food & Beverages Public transportation
50%
New cars Clothing
0%
-50% Software Toys TVs
1997
2000
2005
2010
2015
2017
Source: United States Bureau of Labor Statistics (BLS)
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SPEAKING OF RETURN ON INVESTMENT (ROI) While pricing models for new cars in the United States have not fluctuated much over the years, this does not mean a car’s value remains intact. Vehicles depreciate every year, as soon as a new model is released by the automaker and someone drives it off the lot.
These are the 10 major factors that affect a car’s depreciation rate:
Mileage
Size
Service History
Reliability
Number of Owners
General Condition
Fuel Economy
Length of Warranty
Desirability
Road Tax
$34,968
VEHICLE PURCHASED FOR Average Transcription Price (ATP) for light vehicles in the US (2017)
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$31,121
0.1
as soon as the car is driven Value decreases by 10% (rate and policy vary by vehicle models)
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Depreciation Value Formula:
C = Original Cost r = Rate of Depreciation t = Years
t
V = C(1-r)
$26,226
1 90
After one-year value worth Value decreases by 25% (standard calculation method used by the IRS)
$18,882
$12,938
After 3 Years
5
After five-year value worth Value decreases by 63%
* Rates and values based on average for all vehicles and may not be representative of all vehicles. (Source: Trusted Choice)
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How do we turn this around? Personal vehicles are considered private property in the United States, much like houses. But, unlike houses, which represent assets, vehicles are liabilities. Their capital value decreases over time, whereas houses boost capital value, year over year. Given that depreciating assets become mere liabilities to businesses and owners, it is a shame that so much money spent on vehicles reaps such a small investment value. As AV technology progresses and seeps into future urban lifestyles, we see a huge opportunity in transforming underutilized resources into a profit-making business tool.
House Value Increases
Flip
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Vehicle Depreciation
Volvo = Asset
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share by volvo Redefining Premium as Assets
If Care by Volvo is the Netflix of the automotive world, Share by Volvo comes in as the AirBnb. This pioneer subscription service provides a premium experience for its subscribers. So, building on top of that, Share by Volvo redefines premium, not only as an experience, but as a valuable investment for both Volvo and its customers. 93
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share with care by volvo Here is how Care by Volvo works:
CARE by Volvo
Select your vehicle
Subscribe
Pick up your vehicle
Target: Existing Volvo Customers
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Here is how Share by Volvo works:
SHARE by Volvo Volvo receives 25% cut from ride fare
Autonomous ride-hail
Optional Sharing Extension 96
Compensated
Target: Ride-Hailing Population
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who uses ride-hailing U.S. users, by age, in the ride-hailing market (in percent):
Age U.S. users, by income, in the ride-hailing market (in percent):
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23.7%
32.9%
43.5%
low income
medium income
high income 97
U.S. users, by year, in the ride hailing market (in millions): 47.6% increase
97.4
100.0
90.2 82.4 74.3
75.0
66.1
in millions
58.4 51.5 40.0
20.0
0.0
2017
2018
2019
2020
2021
2022
2023
In the digital mobility services industry, ride-hailing is, by far, the fastest growing of all segments. More new companies are entering the field, which indicates the this worldwide growth. Companies are increasingly transitioning from traditional taxi services to those that can be reserved through app interfaces, making this entire process more transparent and seamless. More users are adopting the new technology, and automobile manufacturers are massively investing in ride-hailing services. 98
(Source: Ride Hailing - United States Statista)
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who uses ride-hailing Revenue in the Ride Hailing segment amounts to US$49,598m in 2019. Revenue is expected to show an annual growth rate of 11.0%, resulting in a market volume of US$75,403m by 2023.
Revenue in Ride-hailing growth rate : 11%
(Statista, July 2019) 99
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The Big Shift
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how it works
Subscribed to Care by Volvo
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Owner goes downtown with VOX
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Share by Volvo enabled
Owner dropped off by Parket
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VOLVO picks up ride-hailing users`
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share by volvo: value process Third Party Partnership
Value Flow
Drive-Thru Wait Line Deals, Hours, Menu, Business
Fast Foods
+ Care by Volvo Price, Vacancy, Deals Hotels
>>> Single Trip Fare >>>> PREMIUM Membership Club + Car sharing in other cities + AV pick up / drop off + Personalized VOX + Different city, PREMIUM same car, SUBSCRIBER same experience
<<< Discounted Subscription Fee <<<
Parking Availability Wait times, Vacancy
Local Restaurants
Subscription Fee
$
$
$
Menu Deals
VOX
Recurring Revenue>>
Deals, Prices, Products
Advertisement Fee >> Bike Shops
$ Advertisement
Pre-order pickup, Deals, Occupants, Prices
Coffee Shop
Volvo Credit from Share by Volvo Share by Volvo + Access to Private Parking
REGULAR SUBSCRIBER
+
VO X
City Data Smart Parking Management
Ac ce ss
Tourism Recommendations City Promotions
Tourism
CITY
+Infrastructure Access Parking Lots
Hospital
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Solutions
Primary Actors
Client
Restaurant Management System tells VOX how many seats are available.
Merchant Data Technology (Expedia, Groupon, Yelp, etc)
Tourism Data
VOLVO USER (Connected Through VOX) City Business Data
Recurring Revenue, Membership Platform Data Mining
VOLVO
Live Parking Availability
F&B Statistics
SAVANNAH
OTHER CITIES
Trust and relationship for business and infrastructure planning
Data Network and Volvo Community
Parking Sensors, Smart Parking Data Management
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104
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MONETIZATION: transforming non-revenue generating item into profit for volvo
Sharing of ownership Autonomous ride-hailing
SHARE BY VOLVO
Ride-Hail Customers
Reduce Subscription Pressure
ip
cr
Fa ro re m tri p fa re
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Su tf
Secondary Customers
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sc
25
Di
%
n
m ro
tf cu
tio
cu
rip
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Tr
Fe
sc
%
75
ip
n
+
ub
tio
-S
Hosts
re fa
Care by Volvo Subscribers
Primary Customers
106
Subscription Fee Full Coverage Insurance
Platform
106
monetization : use cases Use Case 1 - Savannah Commuter Statistics
Drove Alone
47,300
Carpooled
73.6%
6,500
Biked + Walked
10.1%
4,030 6.3%
Took Public Transit
2,810 4.37%
[Source: 2017 Census Bureau / Deloitte]
$
13.3K Potential ride-hailIng user in Savannah 107
*
$9 Average ride-hailing earning per hour
= $120K Profit
= $ 3.6M Monthly revenue
107
Use Case 2 - Share of Americans who have used ride-hailing services
Ride-hailing services have more than doubled since 2015.
36%
15%
Have used ride-hailing services
146K
*
36% U.S. average population used ride-hailing services
= 52,560 Potential Ride-hailing users in Savannah, GA
51%
61%
Have heard of, but not used
33%
Frequency of ride-hailing apps usage
*
$9 Average Profit from ride-hailing per hour
= $946K 3%
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2
2015
2018
(PEW Research Center 2018)v
Have not heard of
Income from Ride-hailing
108
mobile application - owner’s side
00”00
friday, november 19
8 am 9 am 10 am Unlock
Lock
11 am
share
10:00 AM 2:45 PM 1 HR, 34 MIN
Park
Pick-up
2 pm 3 pm
FUEL 4 LIitres NO MESSAGES
Total hours shared
1 16 day
1 pm
P
36
CAR LOCATION 235 W Boundary St DISTANCE 12 Miles (20mins)
NOV. 01 - NOV. 19
12 pm
P
trips shared
pause share
hours
pick me up
Return
4 pm
Slide to Share
Enable Share by Volvo 109
5 pm
Sharing time range set
Sharing overview 109
mobile application - userâ&#x20AC;&#x2122;s side
151 Bull St, Savannah, GA 31401
235 W Boundary St, GA 31401
5min
5
Launch Share by Volvo app 110
Available shared Volvos
set pick up location
Set destination and pick up 110
Sustainable analysis: Customer experience map
111
111
This map helps to identify the motivations of VOXâ&#x20AC;&#x2122;s potential user base. We chose to dive into the possible journeys and behaviors of two personas: a student in Savannah and a young, professional bachelor. Looking through the lens of these personas, we are able to perceive their pains and gains during every stage of the process. This allows us to develop a more nuanced understanding of where we can intervene through our service: VOX.
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112
Sustainable analysis: 3 horizon model
113
113
VOX is based on the growing trend of data collection. With our proposed roll-out, Volvo has the opportunity to become a primary player in transportation and lifestyle data management. Desired Models Activating in-car assistance Data and screen interaction Android integration Share by Volvo Parket Multi-model AR interaction External sensor integration ML-based personalization Predictive Navigation Competing Models ADAS self-parking
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Sustainable analysis: fixes that backfire
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115
The Fixes that Backfire tool reveals common patterns of behavior that frequently recur and, furthermore, offers a perspective to resolve a problem and/or propose a solution that accounts for long-term consequences. Being aware of these traps and outcomes helps us avoid â&#x20AC;&#x153;worst case scenariosâ&#x20AC;? and design resolutions that transcend them.
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A QUICK RECAP In 1959, Volvo created the modern-day seatbelt and shared it with the world, effectively solidifying its place as the leader in automotive safety. Fast foward six decades, and some of our biggest threats now come in the form of data breaches. The future for Volvo is no longer limited to manufacturing automobiles and keeping people safe on the road alone. In an increasingly Internet-of-Things world, the car will become the channel, time the currency and data our most prized possession. Volvo has an excellent opportunity to, once again, redefine safety. Through Parket and Share, we increase the presence of Volvo in the streets, and, in doing so, fuel the brain that is VOX. The Volvo Optimized Experience will facilitate the future of unified mobility and cement Volvo in the minds of people as the first name in safe, sustainable and personal movement.
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ALEX CUMMINGS
OUR TEAM
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SUNNY DESAI
NOEL GonZAlEz
Project Manager | Writer | Content Strategist | Research Lead Design Management, M.A.
Urban Researcher & Analyst | FX Designer Architecture, M.Arch
Project Manager | Service Designer | Design Sprints Lead Service Design, M.F.A
IREN LIAO
AMANDA RIDINGS
LAURA RUBIO
Field Research Lead | Premium Designer | Visual Content Designer Design Management, M.F.A.
Urban Researcher & Analyst | Android, AI & Parking Designer | Documentation Manager Architecture, B.F.A.
Experience Designer | Researcher Design Management, M.F.A
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120
Vidur Hans
JOACHYM JOAB
JAMES JUNG
DAVID LAMM
Project Manager | UX Designer | Pitch Strategist Design Management, M.A.
Alignment Lead | Urban Researcher & Analyst | Premium Designer Architecture, B.F.A.
Design Lead: Premium | Urban Design & Architecture Lead | Finance Manager Architecture, M.Arch
Outreach Director | Storyboard Artist | Prototype Developer | In-Cabin Lead Industrial Designer, M.A
ALISHA SAXENA
SIMI SIMON
KARAN SOLANKI
CHRIS TSUYUKI
In-Cabin Designer | Experience Designer | Sustainable Expert Design for Sustainability, M.F.A
Secondary Research Lead | UX Designer | Design Researcher | Deliverables Lead Design Management, M.A. Industrial Design, M.A.
Urban Researcher & Analyst | Digitization Support Architecture, M.Arch
Research Lead | Service Designer | Experience Designer | UX Designer Service Design, M.F.A. 120
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