Contextual Research/Concept Design
What role will Volvo play tomorrow, in the larger scheme of mobility?
This is our proposal for Volvo’s ideal future:
" To be the primary player, the first mover, in collecting and mobilizing transportation-related data."
Project Overview
My Role
This collaborative project between Volvo Car USA and SCADpro focuses on exploring Volvo's role in the future of mobility. Our team is conducting research and developing insights into how autonomous vehicles will integrate within existing infrastructure, particularly in the Savannah Metropolitan area. The goal is to identify opportunities for Volvo to lead in shaping the evolving landscape of transportation and mobility.
In this project, I served as a design researcher, with a focus on field research. Our team developed cultural probe activities, designed surveys, and synthesized data to extract meaningful insights that were turned into actionable recommendations. I contributed to the development of two key concepts: VOX and Share by Volvo. Additionally, I led the visual content design, organizing complex information into a clear and digestible narrative.
Process
Secondary Research - Mobility and Autonomous Car
Secondary Research - Parking
Trend Research
After conducting a comprehensive analysis of current market trends, we identified four key areas driving the future of mobility solutions. These trends highlight the increasing emphasis on:
1. Smart Parking Management
2. Automated Navigation to Open Parking Spaces
3. Easy Serivce Design and User Experience
4. Shared Parking Spaces and Public Awareness
Culture Probe
We designed a series of interactive tasks to explore people's perceptions, behaviors, and expectations around autonomous vehicles in Savannah, GA.
Target Audience Breakdown
• 18 years and older
• Residents of historic district
• People that transit to and through the area
• Homeowners vs. Renters
• Students
• Vehicle Owners vs. Ride-sharing vs. Public Transport
Key Questions - Current
• Most frequently visited location
• Preferred mode of transportation
• Biggest pain during commute
Key Questions - Future
• What do self driving cars mean to you?
• Vision of mobility in the future? Pros and cons
• What would you love and hate about if there is no cars in the future
• Ultimate motivator for you to use AV cars
• What is the ONE thing you would never change about Savannah
Culture Probe Activities include a mapping exercise, a word association task, a future scenario sentiment scale, and a session for qualitative responses.
Primary Research
Our team conducted a total of 20 interviews, spanning government officials, subject matter experts, and citizens.
And the people have spoken...
Connecting Volvo’s Values
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.
Design Opportunities
These are our visions for the future of unified mobility. In this case study, we highlight two of the three opportunities we've identified. For further details, feel free to reach out.
VOX
Volvo Optimized Experience through Predictive Suggestion Technology
(Graph - How does VOX think?)
What is VOX?
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.
User Scenarios
Share by Volvo
Next Generation of Ownership: Redefining Premium as an asset
What is Share by Volvo?
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.
Please see the image on the right to find out how it works:
Monetization
Transforming non-revenue generating item into profit for Volvo
User Scenario - Demo Application
Mobile application - user's side
Mobile application - owner’s side
A Quick Recap
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.
Learnings & Reflections
Collaboration across Disciplines
Collaborating with design strategists, researchers, industrial designers, urban designers, and architects necessitated a flexible mindset and openness to diverse perspectives, each shaped by their distinct professional priorities. Asking questions and practicing active listening were crucial for bridging knowledge gaps and aligning on a shared vision
Collaborating with design strategists, researchers, industrial designers, urban designers, and architects necessitated a flexible mindset and openness to diverse perspectives, each shaped by their distinct professional priorities. Asking questions and practicing active listening were crucial for bridging knowledge gaps and aligning on a shared vision
Building Confidence in a Diverse Team
Initially, I felt intimidated by the talent in our group and became quieter. However, positive feedback from teammates boosted my confidence, encouraging me to be more vocal and proactive. This experience taught me the importance of sharing my ideas and not underestimating their value in collaborative settings.
Initially, I felt intimidated by the talent in our group and became quieter. However, positive feedback from teammates boosted my confidence, encouraging me to be more vocal and proactive. This experience taught me the importance of sharing my ideas and not underestimating their value in collaborative settings.
Navigating Vague Project Direction
The initial project direction from was vague and broad, making it challenging to define clear goals. To address this, we prioritized our research and trends to identify key focus areas. By creatively linking our findings and asking targeted questions to stakeholders, we shaped and found focus for the project direction.
The initial project direction from was vague and broad, making it challenging to define clear goals. To address this, we prioritized our research and trends to identify key focus areas. By creatively linking our findings and asking targeted questions to stakeholders, we shaped and found focus for the project direction.
Client Reorganization Challenges
Midway through the project, our client underwent a reorganization, which led to our primary point of contact being reassigned. This created a gap in communication and continuity. Rebuilding the client relationship was critical, as was re-establishing trust and clarity in the project's direction. We proactively reached out to the new stakeholders, offering detailed updates and clearly outlining our process, ensuring we were able to keep the project on track and aligning with the new expectations.
Meet the team
