Automotive market has completely changed over the last years. It is not a secret that a great amount of all the investments in matter of advertising converge to this market, in fact many automotive brands figure on the World ranking of the top 100 global advertising spenders. Thanks to the birth of new trends and to the digital transformation undergoing, cars are being reinvented as far as 3 key assets are concerned: product, service and market & communication. Nowadays the car represents a “connected” device, that is able to generate data, to share them with other devices and to undergo updates. In the last few years the idea of the car seen as a service has spread and, consequently, our way to use it has changed. User Experience plays a key role in both product/service interaction and pre-purchase phase, thanks to touchpoints such as car configurations or the possibility to pre-order/buy your car online. During the research phase, the key insights that emerged were about Italian consumers’ car-buying process. According to a few surveys that has been analyzed, more than the half of the interviewed customers start their buying process via online researches made before the purchase of a new car. In addition, it was found more than 10 main off-online touchpoints, that help customers choosing the product. In particular the test drive appeared to be a paramount step that should necessarily be taken before investing your money in what is commonly considered as the most important purchase of a lifetime after buying a house. Furthermore, according to the analyzed studies, the importance of data sharing in automotive market is crystal clear, as most of the customers admitted that they would be interested in sharing the general data of their cars with automotive companies or third part stakeholders, receiving benefits or rewards in exchange. That’s from these key findings that the project took form, focusing the attention on a data-sharing case history. This project consist in the development of a new business model: Boost, a multibrand test drive service, that gives the opportunity to test new cars that had been launched into the market, using a unique platform and through one subscription only, whose aim is collect data during the user test drive experience. These data will then be shared with the main partners, such as car manufacturers, in a data sharing perspective. This to improve advertising campaigns and to give the opportunity to improve cars, making users prosumers. During the test drive experience (lasting 24 hours), users can achieve rewards. Test drives are based on a gamification model, changing completely the current conventional test drive experience. After developing the business model and defining the concept, the project’s aim was to design the UX/UI of the service and to define a multichannel digital strategy, aimed to launch the service into the Italian automotive market.
Il mercato dell'automotive sta subendo numerosi cambiamenti negli ultimi anni. Degno di nota è il fatto che al suo interno vengano compiuti i maggiori investimenti pubblicitari a livello mondiale, grazie alla presenza di numerosi brand nella TOP 100 mondiale dei big spender. Grazie ai nuovi trends e alla digital transformation in atto, si sta vivendo un vero e proprio cambio di paradigma che ha influenzato l'auto in 3 asset fondamentali: prodotto, servizio e marketing e comunicazione. L'auto risulta essere sempre più un device connesso in grado di generare dati, interagire con altri dispositivi e ricevere aggiornamenti. Si è sviluppata nel corso degli ultimi anni anche la tendenza a concepire l'auto come servizio e sono cambiate le abitudini legate al suo utilizzo. La User Experience ha un ruolo chiave sia nell'interazione con il prodotto/servizio sia durante la fase pre-acquisto, attraverso touchpoints quali i car configurators o grazie alla possibilità di prenotare/acquistare molte auto direttamente online. Gli insights significativi emersi durante la fase di ricerca riguardano la consumer journey di chi vuole acquistare un'auto nuova. Sulla base di alcune survey analizzate si può notare come più della metà di utenti italiani interessati all'acquisto di un'auto nuova inizi la propria ricerca online, ma non solo. Infatti, sono più di 10 i touchpoints principali (off-online) attraverso cui gli utenti si informano prima dell'acquisto. Touchpoint fondamentale a cui è impossibile rinunciare per la maggior parte degli utenti è il test drive, step cruciale prima di convincersi effettivamente all'acquisto di un'auto nuova, che per la maggior parte degli utenti rappresenta il secondo maggiore investimento della loro vita dopo quello immobiliare. Da altri studi presi in esame emerge anche l'importanza del data sharing in ambito automotive e il fatto che un gran numero di utenti sarebbe disposto a condividere con le case automobilistiche, o altri stakeholders, i dati generati dalla propria auto, a patto di ricevere dei benefits. Sulla base di questi key insights e dall'analisi di una case history relativa al data sharing, è stato sviluppato il progetto. La parte progettuale della tesi consiste nello sviluppo di un new business model: Boost, un servizio di test drive multimarca che riguarda le auto nuove appena lanciate sul mercato, che consente agli utenti di provare modelli di più brand attraverso un'unica piattaforma e mediante una sola registrazione, con l'obiettivo di raccogliere dati durante l'esperienza. I dati raccolti vengono condivisi con i partners, come le case automobilistiche, in un'ottica di data sharing for partners, che porta a un modello win-win, che genera valore per tutti gli stakeholders. I dati condivisi consentono infatti di profilare meglio le campagne pubblicitarie dei brand automotive e potenzialmente di migliorare il prodotto-auto rendendo gli utenti dei prosumer. Gli utenti possono conquistare dei rewards durante l'esperienza di test drive, della durata di 24 ore e che si svolge all'insegna della gamification, rivoluzionando il modello attualmente esistente. Dopo aver sviluppato il modello di business e definito il concept, le fasi del progetto hanno riguardato la progettazione della UX/UI del servizio e la definizione di una digital strategy per il lancio sul mercato italiano.
Boost. Progettazione di un servizio di test drive multimarca su base digitale per il mercato automotive
Di PAOLA, CHRISTIAN
2016/2017
Abstract
Automotive market has completely changed over the last years. It is not a secret that a great amount of all the investments in matter of advertising converge to this market, in fact many automotive brands figure on the World ranking of the top 100 global advertising spenders. Thanks to the birth of new trends and to the digital transformation undergoing, cars are being reinvented as far as 3 key assets are concerned: product, service and market & communication. Nowadays the car represents a “connected” device, that is able to generate data, to share them with other devices and to undergo updates. In the last few years the idea of the car seen as a service has spread and, consequently, our way to use it has changed. User Experience plays a key role in both product/service interaction and pre-purchase phase, thanks to touchpoints such as car configurations or the possibility to pre-order/buy your car online. During the research phase, the key insights that emerged were about Italian consumers’ car-buying process. According to a few surveys that has been analyzed, more than the half of the interviewed customers start their buying process via online researches made before the purchase of a new car. In addition, it was found more than 10 main off-online touchpoints, that help customers choosing the product. In particular the test drive appeared to be a paramount step that should necessarily be taken before investing your money in what is commonly considered as the most important purchase of a lifetime after buying a house. Furthermore, according to the analyzed studies, the importance of data sharing in automotive market is crystal clear, as most of the customers admitted that they would be interested in sharing the general data of their cars with automotive companies or third part stakeholders, receiving benefits or rewards in exchange. That’s from these key findings that the project took form, focusing the attention on a data-sharing case history. This project consist in the development of a new business model: Boost, a multibrand test drive service, that gives the opportunity to test new cars that had been launched into the market, using a unique platform and through one subscription only, whose aim is collect data during the user test drive experience. These data will then be shared with the main partners, such as car manufacturers, in a data sharing perspective. This to improve advertising campaigns and to give the opportunity to improve cars, making users prosumers. During the test drive experience (lasting 24 hours), users can achieve rewards. Test drives are based on a gamification model, changing completely the current conventional test drive experience. After developing the business model and defining the concept, the project’s aim was to design the UX/UI of the service and to define a multichannel digital strategy, aimed to launch the service into the Italian automotive market.| File | Dimensione | Formato | |
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Descrizione: Boost. Progettazione di un servizio di test drive multimarca su base digitale per il mercato automotive
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https://hdl.handle.net/10589/140919