A roadmap identifying the most important obstacles and a proposed strategy and service design that gradually introduces the public to the notion of self-driving (Ford) cars.
Brief and context
For the course Strategic Design Project we were asked to explore opportunities for Ford around self-driving cars and the goods delivery market. During the project we regularly met with our client at Ford discussing research, ideas and concepts. January 2017 we presented presented our ideas on an internal innovation fair. Later on I presented the concept to the board of Ford Europe after we were selected as one of the most promising projects.
1. Key challenges
We kicked-off our project with research on the market and technology, and from there we identified three key challenges for Ford to overcome on their way of introducing self-driving cars:
2. Core idea
These challenges led us to the idea of introducing a modular car. A car of which the functionality is seperated from the mobility. Separating the mobility from the function allows Ford to quickly and cheaply change the functionality and design of the car as the market develops and Ford collects new insights. With this you build a platform for open innovation, allowing experimentation to take place.
“We envision a future in which Ford operates a modular mobility platform, that allows the company to offer a full spectrum of services and quickly adapt to new market opportunities”
3. Strategic roadmap
Based on the challenges and this new idea we developed a roadmap in which, step by step, we advice Ford on how to prepare the market and develop the technology
4. Service & business model
In order to get an understanding of the system we detailled the service proposed in horizon 2; the branded goods delivery service. To do this we created two service blueprints; a B2B (Ford to supermarket) and B2C (supermarket to consumer) service blueprint.
The value proposition of Ford is to offer a branded delivery service, meaning that the customer has to get the experience tied to the supermarket. The entire shell of the car is branded as the supermarket, and the apps and digital displays are branded to look and feel like the supermarket. The customer should not notice it’s a service made possible by Ford.
Because the cars are self-driving the price is competitive; Albert Heijn could deliver groceries for 1,60 at a minimum order of 23 euros, reaching more customers, with a specific ‘Albert Heijn’ experience.