CHALLENGE
Car Ownerships is on the decline, it is being seen as a nice to have by the younger generation. So Ford needs to focus on core segments in Australia to maintain their business positions. They will focus their efforts on selling the new Ford Ranger, a new version of their most popular vehicle here.
Come up with great brand experience that will help drive brand love for Ford from Tradies and engage them with the brand.
PAIN POINT #1
Ford Ranger is not a human-centred personalised car.
PAIN POINT #2
Ford Ranger is more expensive than its direct competitors.
PAIN POINT #3
Ford in general struggles with image, brand loyalty and trust.
Understanding our audience their needs and their vision is key.
Approach
During my research, I focused on my core audience, their needs and jobs to be done. I merge the behaviour trends with Business, Tech and design needs with help from Fjord Trends 2020
For each trend, I analysed the market by analogues examples to show best in breed.
I analysed Fat Llama, The online marketplace for renting out things that you own. This is a very life-centred design solution for people who have too many things at home, they don't need, or for those who can't afford the new toys.
Also life-centred focus is Dr. Martens, who invented a vegan shoe and increased sales by 70%.
Samsung galaxy is a great example for "what's beyond considering". A very important question to answer is where you place the ad rather than what's the big idea.
Last but not least I looked into the digital doubles. Replika is a bot that actually is a digital twin of their users. Very much based on AI which is very important if it comes to a design solution like a digital platform.
As a next step, I did define the right HMW questions that pay attention to the main pain and help me guide to ideate great ideas.
Life-Centered Design
How Might We
… shift from ownership to sharing, to make it affordable for everyone?
What’s beyond consumerism?
How Might We
… make the Ford Ranger the most lovable family car on the ute market?
Digital Doubles
How Might We
… create a more valuable user experience for the tool “Build your own Ranger”?
