REDEFINING MOBILITY SERVICES
Overview of a project to create an electric vehicle subscription service for the leading natural energy provider in the United States.
A "steer" in the right direction.
The leading US natural energy provider and Drawn worked together to explore and develop an electric car subscription platform, and more flexible subscription terms to attract new customers.
Project at Drawn - Austin, TX
Role: design researcher
Research Context:
Over the course of several weeks, the Austin Drawn team looked at what potential customers find desirable about a car subscription service. More specifically, we looked at how different tiers of cars, charging and energy packages, and price points influence customer sign up. We also looked at messaging to discover what affected people's likelihood to adopt an electric vehicle and a subscription contract. Lastly, we investigated the role of consumer behaviors in vehicle swapping.
Through secondary research on analogous subscription models, competitor digital experiences, customer interviews, participatory activities and co-creation, A/B Testing, and social media ads, our research findings were translated into prototypes to test our hypotheses about what the experience should become.
Reflection: Challenges and Takeaways
This was the second big client project I worked on as a design researcher at Drawn. I supported the head researcher who mentored me throughout the project, and we worked on every phase of the research together, including creating the plan, interviewing potential users, and making sense of all of the findings. Through this project, I learned a lot about what it's like to work within the constraints of a small budget, fast timeline, and high expectations to produce the best recommendations possible to inform the design of the service.