The Convenience Vs. Privacy Dilemma of “Paketauto” / a Service Design Challenge - Daniel Canis, Volkswagen

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DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC MORNING SESSIONS / / BUSINESS IMPACT: INDUSTRY DISRUPTION more info at: http://bit.ly/1NK4EKG

Design

2
VOLKSWAGEN GROUP RESEARCH | BUSINESS INNOVATION
We create new product‐services
to enhance peoples lifes
on the field of (auto)mobility.

403. October 2015 K‐EFD | Business Innovation
CUSTOMER EXPERIENCE

503. October 2015 K‐EFD | Business Innovation
PROBLEMCUSTOMER EXPERIENCE

603. October 2015 K‐EFD | Business Innovation
CUSTOMER EXPERIENCE

7
DIGITALIZATION
e‐commerce market parcel market
Source: eMarketer, Statista 2015 Source: Oliver Wyman – Market Model, 2015
B2C‐E‐Commerce Sales world wide 2012‐2014 and the forecast until 2018
(sales in billion US‐Dollar)

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PREFERED DELIVERY ADRESS
HOME
Source: eResult GmbH, Statista, 2015

9
HOME
EXTENDED
HOME
PREFERED DELIVERY ADRESS

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KEY PLAYERS & HYPOTHESIS
Customers
Logistic
Companies
Parcel
Deliverer
(Online)
Retailers
Car
manufacturer

12
KEY PLAYERS & HYPOTHESIS
Customers
Logistic
Companies
Parcel
Deliverer
(Online)
Retailers
Car
manufacturer
Customers like „PaketAuto“
Logistic partners and retailers
can boost their efficiency and
customer satisfaction
Car manufacturers can
increase customer
satisfaction and loyality

14
AD HOC INTERVIEWS & MINI SURVEY
PROs
Time saving
Convenience
Independency
CONs
Safety
Technical Concerns
Privacy Concerns
Data Security Concerns
„Yes, great!
I would use it straightaway.
Sometimes, fetching all parcels
takes me half a day. “
„No, this sounds too risky to me!
My car is my castle!“
„…no, it‘s like handing
over my house key!“
„I don‘t want anybody accessing
my car without control!“
„No, I store expensive
equipment in my trunk…

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ONLINE SURVEYS
1.004
interviewees
2.638
interviewees
SURVEY I
SURVEY II
Drivers Barriers
Convenience
Flexibility
Saving of time
Independency
Loss of personal data
Traceability
Loss of privacy
Theft of belongings
Car damages
Loss of control
Little trust in the courier
….
~23%
~22%
~16%
Willingness
„Yes! I would use it regularly.“
„I would use it under time pressure.“
„OK, I would test it.“

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THE DILEMMA
A CHALLENGE FOR SERVICE DESIGN
DILEMMA
Car Access Based Services
Convenience
+ -
Privacy concerns

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SIMILAR SERVICES?
Cleaner Service ?!
Repair shopValet parking

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FIND YOUR FIRST USER
(Quantitative Survey II; 2.638 Interviewees)
Careless
Proponents
OUR KEY USER
 is 39 years old
 works a lot and suffers
from stress
 technophilic and
innovative
 would borrow
his/her car to friends
Anxious
Innovators
Reserved
People
Progressive
Sceptics
Refusers
PRO CONTRAOUR FOCUS GROUP
Innovators Early Adopters Early Majority Late Majority Laggards

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FIRST DESIGN
Efficiency
ReliabilitySERVICE DESIGN
Service Blueprint v1.0
Process transparency
Data security
Privacy retention
Convenience

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PROTOTYPING
Connectivity Box
Deliverer App Customer App
Volkswagen Cloud

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HOW DOES IT WORK?
localize close & lock deliverunlock & openrelax search order & confirm
+ Car ID, Where?, When?
ORDERING DELIVERY PROCESS
action
informationinformation information
action action

22
SELF TESTING
TEAM 1
TEAM 2
FIND
THE
CAR!

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TEST PILOT
Online
Ordering
ParcelDelivery
& PickUp
Access
Service
 TEST PROCESS UNDER
REALISTIC CONDITIONS
 DELIVERY BETWEEN
9.00 am AND 06.00pm
 FALL BACK ADRESS

28
THE FUTURE
AUTOMOBILES AS SERVICE HUBS?

29
Contact us:
Daniel Canis
Business Innovation
Volkswagen Group Research
K‐EFD | Letterbox 1895
Wolfsburg | Germany
daniel.canis@volkswagen.de

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