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Beyond cars: 
Reimagining rental experiences

INMOTION JAGUAR LAND ROVER
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A service that helps young professionals to build up their relationships and transform their car journeys into meaningful time to socialise.

Year: 2018

Duration: 3 months

My role: Service design, Branding, UXUI design

Team members: Inji Shin, Preedashanok Somprasart, Jieun Lee

CHALLENGE

​InMotion Jaguar Land Rover approached us to reimagine car journeys using their existing platform, which is a high-end car rental service that delivers and picks up cars directly to customers.

TARGET GROUP

InMotion JLR provided the target group selected for the services with demographic and socio-economic profiles. They were 18-34 professionals living in London who are not likely to consider either a JLR or similar brand for ownership. 

RESEARCH

I conducted research on mobility trends from multiple angles such as market dynamics, socio and economic changes, and technologies that are disrupting the industry. 

After that, team members and I ran several rounds of interviews with 10 professionals to understand their experience and needs. 

 

Our research highlighted functional, social, and emotional needs around using cars.

KEY OBSERVATIONS
Persona 1
Persona 1

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Persona 2
Persona 2

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Persona 3
Persona 3

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Persona 1
Persona 1

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We developed a persona using different social media to illustrate the characteristics of the target groups. We then combined persona with scenarios to communicate their context and needs.

KEY OBSERVATIONS
  • They preferred to use public transport in general due to issues such as parking and traffic congestion. They were renting cars in specific situations such as going to a festival outside London or picking up international clients.

  • Young professionals were using cars as a tool for making their relationships stronger and spend time with people they value both in business and personal contexts.

  • Need flexibility on choices based on their priorities - their work and life are blended, so their mobility usage also has been blended. They need a customised solution that they can tailor to their various situations.

By doing affinity mapping, we identified that there are social, emotional, and functional needs around cars.

(City Mixers: InMotion JLR named their target group as 'City Mixers')

OPPORTUNITIES

  • There were social needs around using cars when they rent a car such as riding with people to connect with people, giving a drive to clients and visiting festivals with friends/families.

  • Most of the existing rental services we analysed from market research are focused on providing the vehicle itself rather than helping users to connect and easily share rides.

  • Many existing carpooling services were either focused on specific occasions such as rotating rides for children’s school transport or sharing randomly with strangers who are heading in the same direction, which provided less flexibility on whom they ride with.​​

THE SOLUTION: WEEVE

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WHAT IS WEEVE?

Weeve is a service that professionals can create customised groups and rent and share rides with people in the groups. Watch the video above to see how it works.

  • Grouping - Creating groups with people that users want to share rides

  • Customise - Planning journeys that easily suit their needs

  • On-demand - Directly delivered to and picked up from them whenever it is convenient

HIGH-FIDELITY UI MOCK UPS

Baseed on the service concept, I developed UI mock ups to illustrate key features of Weeve.

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OUTCOME

Our team was selected as one of InMotion JLR project teams to develop the service proposition further. 


The following mission for us was to take Weeve’s core idea of bringing people together and explore the new opportunities in B2B area.