MORPH PROJECT SPONSORED BY HYUNDAI
Intelligent Mobility Design Centre,2020
Client: Hyundai Motors
Role: Service Design- brief development, blueprints, personas, user scenario and journey, ideation, jobs to be done discovery
Background
The MORPH project tries to answer questions that have been lingering in the future forecasting of mobility design and monetisation strategies for manufacturers and industry pioneers such as will the sharing economy happen at scale in the automotive industry and how much will it influence vehicle design and service innovation? The project will look at ‘sharing economy’ as a phenomenon and collect insights from people about how do they think and see the future changes in their life, and then create design directions to respond the trend.
I omit research in detail to comply with the NDA.
There are 4 projects which have each theme based on sharing economy and we worked together on the initial process, however, I was in charge of two of them to lead final deliverables as part of it in the end.
Research
“Sharing economy businesses have emerged in recent years as a disruptive approach to the traditional way of planning, modelling and doing business.”
(Muñoz and Cohen, 2017)
PROJECT 1
MOSEY: Communities on the Move
Key words: Group vs Privacy, Door to door mass transit, Fast and Slow
Fifty people in a high-speed mothership relaxing in single and four-seat last-mile pods.
This high-speed mothership transporting low-speed interconnected pods provides social areas and private spaces for intercity journeys and door to door service. Long journeys become more comfortable thanks to a range of personal interaction choices plus the convenience of local taxi-like service.
Fifty people in a high-speed mothership relaxing in single and four-seat last-mile pods.
This high-speed mothership transporting low-speed interconnected pods provides social areas and private spaces for intercity journeys and door to door service. Long journeys become more comfortable thanks to a range of personal interaction choices plus the convenience of local taxi-like service.
HOW CAN WE INCREASE CONVENIENCE WITHIN A SYSTEM SERVING MULTI-TRAVEL PURPOSES?
Transition Map
User understanding
While focusing on the end user, personas for travellers were created, and the team continuously questioned what kinds of needs and wants could be addressed. Employing a human-centred design approach that prioritizes empathy, specific themes for each scenario and persona related to travel were developed. Each theme centred around the type of journey, with a corresponding question to be addressed, a detailed user journey, and a mode of transport.
User Journey Mapping
Emotional journeys were developed for each persona set, showcasing the various stages of the multistage journey, encompassing the before, during, and after phases. As a service designer, I meticulously mapped the experiences and actions undertaken throughout these journeys. Utilizing a journey timeline, I visualised the step-by-step process that both personas would encounter, placing emphasis on their distinct needs, desires, and the design challenges that necessitate attention. The journey map serves as a comprehensive representation, uncovering the identified needs and considerations for both sets of passengers.
Service Journey
- One seater vehicle
- Four seater vehicle
Service blueprint
A service blueprint was developed, which identified the physical touchpoints, user actions, frontstage actions, backstage actions, and support processes involved in delivering the service. This comprehensive blueprint provided a holistic view of the service, allowing for the identification of areas that required improvement and facilitating the design of enhanced, customer-centric services.
Vehicle design outcome
PROJECT 2
NANO: Shared vehicles, safe spaces
Key words: Safety, Control, Reassurance
Four seaters secure morphing pods
Nano shared taxi service with morphing interior design takes care of passengers' emotional needs and physical security concerns. Enclosure materials and flexible interaction modes improve passengers' trust of the vehicle, other passengers, service and brand.
HOW CAN YOU USE A BRAND LIFESTYLE/ECOSYSTEM TO IMPROVE ACCESSIBILITY AND TRUST?
Service Journey
