2030 URBAN MOBILITY PROJECT FOR DAIMLER-BENZ Client Brief DESIGN A PREMIUM CAR RENTAL PRODUCT-SERVICE SYSTEM FOR BUSINESS NOMADS TO BE LAUNCHED BY DAIMLER IN 2030.
Challenges
Researched Beliefs
Deliverables
WHAT IS THE FUTURE OF URBAN MOBILITY?
FUTURE TECHNOLOGY WILL BE HIDDEN IN ORDINARY THINGS.
SERVICE DESIGN CONCEPT CUSTOMER JOURNEY MAP BUSINESS MODEL USER EXPERIENCE FOR CAR INTERIOR INTERACTION DESIGN FOR CAR CONTROL TECHNOLOGY ROADMAP
HOW WILL THE NEW EXPERIENCES BE SHAPED BY AESTHETICS AND INTERACTION? HOW CAN SHARING BE PREMIUM?
FUTURE CARS WILL BE AUTONOMOUS, WONT HAVE STEERING WHEELS & MAY BE POWERED BY FUEL CELLS. FUTURE TRAFFIC WILL NOT HAVE HUMAN MISTAKES & WILL BE AN INTEGRATED NETWORK.
SERVICE DESIGN
From Airport To Meeting
The customer journey shows a complex scenario with all the potential needs of the future business nomad. The key areas where our service had to strike an impact were first identified. Friction points and scope for brand interventions were mapped on a scale from 0 to 5, putting more attention in the areas where both friction and the opportunity for Mercedes-Benz to intervene was high. Then a productservice ecosystem was developed that would mitigate or even abolish the most irritating friction points in the journey, facilitated by the values Mercedes-Benz stands for.
CURRENT USER ACTIONS Wants to work & prepare for the meeting but cant.
FRICTION POINTS Traffic delay, cant work in a cab, cleanliness, doesn’t trust the driver, locating the address, has to keep the receipts.
NEW SERVICE Set car interior to work mode. Car knows his destination, plans the route as per time constraint. Instructs the car to do errands on the way.
TOUCHPOINTS Car features - Work/ Drive/Relax or Meeting mode. Augmented reality.
CUSTOMER JOURNEY
CONFIRMS MEETING
FROM OFFICE TO AIRPORT
AT AIRPORT
IN FLIGHT
AT AIRPORT
AIRPORT TO MEETING
AT MEETING
FREE TIME/ HOTEL
FROM HOTEL TO AIRPORT
IN FLIGHT
COMMERCIALIZATION STRATEGY Fuel Cell Electric Vehicles (FCEVs) can take in Hydrogen and generate electricity when lying idle. The Car Park Power Plant (CPPP) is a part of Mercedes’s service proposition that harnesses the electricity generated by Mercedes’s Fuel Cell Smart Cabs when parked, and sell it to the main power grid. This business model has two key revenue streams, the rental fee when the cab is in use and the electricity sale when the car is idle.
GENERATE REVENUE WHEN IN USE BY RENT
GENERATE REVENUE WHEN PARKED BY ELECTRICITY
Mercedes’s Car Park Power Plant
Surplus Electricity
BUSINESS MODEL
The Business Model Canvas was used as a guide to further detail the business-facing aspects of the PSS. Using this approach gave a holistic view on the business, allowing us to address aspects at a level of extensive detail that would aid mercedes to scope out as a service provider. These aspects were:
CUSTOMER SEGMENTS
KEY RESOURCES
VALUE PROPOSITIONS
KEY ACTIVITIES
CHANNELS
KEY PARTNERS
CUSTOMER RELATIONSHIPS
COST STRUCTURES
REVENUE STREAMS
USER EXPERIENCE
SINGLE MODE
CAR INTERIOR
INTERACTION & CONTROL
Transforming interiors made of flexible fabric stretched over a system of moving actuators. Since the user is no longer in direct control of the car, s/he is free to use the interior space for other purposes. Three such scenarios were imagined.
For operating an autonomous car, a framework based on the analogy of a taxi driver is proposed who acts as an intelligent mediator of interactions and control with the passenger at three different levels.
WORK/MEETING MODE
One seat with lots of space to work, have a video conference or drive.
Extra seats and work surface to work or have a meeting en route.
1
SLEEP MODE
A comfortable bed for long journeys or commuting at night.
2
3
“Can you drop me off at...”
“Can you stop at that building?”
“To the right, and then to the left”
3 LEVELS OF CONTROL
PLANNING
VISUAL NAVIGATION
TURN-BY-TURN CONTROL
Planning: You tell what address to drive you to.
An interactive touch screen map which is accessible from inside the car, or via your personal mobile device. You map the route of the car and alter the route by drawing alternative routes on the map.
The augmented reality technology in the windows of the car adds an information layer to the view, turning everything the user sees into interactive objects. If you spot a building or a place you would like to go, you simply press on the building or place on your window, and you will be able to order the car there.
A remote device allows controlling the car spontaneously, by instructing the car to take a particular action. For instance, swiping left on the device does not make the car instantly turn left, but instructs the car which will take the next left turn when it is safe to do so. It provides the user with a sense of physical connection with the movement of the car.
Visual Navigation: You instruct to go to a specific destination in visual range. Turn by turn control: If you are not sure of the exact address, or you can not see your destination, you give turn based commands such as ‘turn right and stop after 200m’.
2013
2014
E
2015
2016
2017
2018
CURRENT TECHNOLOGY STANDING
E
2019
E
2022
2023
2024
2020
2021
E
EMBRYONIC
G
GROWTH
M
MATURE
A
AGING
G M G
E E
2025
M
2026
PRODUCTION PLANNING COMPLETED
2027
2028
2029
2030
G M E G G G G
PROTOTYPE TESTING PHASE This technology roadmap aims to plot out the be directed.
AUTONOMOUS DRIVING, NAVIGATION INTERIOR ENVIRONMENT AUXILIARY SYSTEMS
IT SYSTEMS & INTERFACES
The technologies were grouped in in 4 stages: embryonic, growth, mature and aging, dependant on their current development.
TECHNOLOGY ROADMAP In creating this roadmap, made an exhaustive list of technologies that need to be developed in order to be able to provide the service envisioned by 2030.
MS YSTE NG S I V I R D TEMS OUS NOM MERA SYS NICATION O T U A MU CA COM OR & WS SENS EHICULAR Y WINDO T V I L INTER NTED REA ERIOR T E I M G ING N ARGING AU T F I H CH E-S SHAP WIRELESS LAYS E S I C I D P EMS DEV OLED E L SYST E B I FLEX LL POWER TRUCTUR S E A C INFR FUEL M EM G LOT NG SYSTE N I K SYST M R I K N N PA A U E E SYST AR TR M-CL STEA C, MODUL T AWARE EX TI GE ROBO ENT, CONT CONCIER D G I E L L INTE ONTROL TEM N SYS N SYSTEM EC C O I I T O C V TIO TE D DE UTENTICA STEM O O M A SY ETRIC TING HNOLOGY BIOM D OPERA C E OU ON T IN-CL ECOGNITI ER VOIC
In order to make it feasible for Mercedes to be able to produce the vehicle by 2030, we imposed several deadlines - by 2022 to have the producThis roadmap plots the direction tion in which R&D efforts(the in technical To make it feasible for Mercedes to provide this service planning completed requireMercedes need to be directed to be able to provide 2030, several deadlines have been imposed. ments of the assemblythe line), and byby 2028 to have
envisioned service by 2030.
the stage of production usage.
The technologies are grouped into four stages (Embryonic, Growth, Mature, Aging) based on their current development.
By 2022, the Production Planning (technical requirements of the assembly line) should be completed. By 2028, the final car prototype should be ready for testing before the first production batch,
EXTERIOR DESIGN INDICATORS & DESIGN GUIDELINES THAT CAN DIRECT THE EXTERIOR DESIGN OF THE CAR.
NO INTERNAL COMBUSTION ENGINE = NO LONG & ICNONIC HOODS LIKE TODAY’S MODERN CARS
AUTONOMOUS CARS = NO LONG DISTANCE HEADLIGHTS We propose a 360 degree concept of headlights wrapped around the car. They alert and signal pedestrians on all sides of the car.
NEW POSSIBILITIES IN 3D SOFTWARES/PRINTING & CNC MILLING = MORE FREEDOM TO EXPLORE COMPLEX OR CURVILINEAR FORMS
NO COLLISIONS = NO ROBUST METAL BODIES We propose a glass covered roof that extends till the front grill, which can become large interactive window screen.