Jaguar Land Rover

Jaguar Land Rover

Vehicle Symptom App

Introduction

Improving customer experience in case of a vehicle reporting a fault and assisting drivers to easy frustration during waiting time. The app should reflect JLR high standards of a customer relationship.

Mission

Improving customer experience in case of a vehicle reporting a fault and assisting drivers to easy frustration during waiting time. The app should reflect JLR high standards of a customer relationship.

User report: the main findings

Research conducted by the internal JLR team. The in-depth report not available. Main target users are 30-60 y/o males with a solid knowledge of computer use and are well educated.

  • Inefficient customer service
  • Anxious waiting time without feedback
  • Users reported that they wouldn’t know what to do in a case if they have concerns and are not sure if it is a fault
  • Broken links

Value Proposition

  1. Wants
    • The least interaction to solve the problem
    • Focus on driving, rather than vehicle management
    • Maintaining a vehicle with the least efforts possible
  2. Pain
    • Long wait to get contacted and long phone calls
    • Inefficient customer service
    • Customers are not sure if something is wrong with a car if they detect something unusual.
  3. Gain
    • Focus on enjoying positive and important features of the vehicle such as driving, listening to music, communicating
    • Less direct interaction with customer service
    • Efficient and less unpleasant procedure for solving a vehicle problem knowing what is wrong and how long it takes to fix it, including provisional cost
  1. Products & Services
    • The efficient app which communicates with a vehicle and informs a user in a subtle way about the vehicle status
    • If the vehicle develops a fault the apps inform a user about a level of a fault, giving assurance and assistance on what to do next
    • The app suggests if a customer service should be contacted depending on the level of fault
    • The app should be able to provide a user with an answer to at least some of the concerns that customers may have. In the case of using customer service, the service should be more efficient and effective in dealing with problems
    • The efficiency of customer service will be improved by reducing the number of phone calls for some problems which a customer may solve using the app
  2. Pain Relievers
    • Cut the time spent on waiting for the customer service
    • Enable customer service to become more efficient in serving a customer
    • Create an app that would diminish reliance on customer service by answering most of the questions in a quick and easy way. The app must be able to provide most of the answers a user can think of.
  3. Gain Creators
    • Focus on driver’s enjoyment of positive and important features of the vehicle such as driving, listening to music, communicating
    • Less direct interaction with customer service
    • Efficient and less unpleasant procedure for solving a vehicle problem knowing what is wrong and how long it takes to fix it including provisional cost

Ideation stage

A number of exercises with the internal team, product owner and other stakeholders were organized in order to generate ideas and learn about the various business needs.

I suggested to change the way information is accessed by a customer. After research and gaining some valuable information from the customer service department, I realized that the better way to access the database is not in a conventional sense, the way it was accessed usually by a technician. Normally, experienced technicians know where the fault is coming so they would look in a database where a fault’s description and the solution is belonging. I argued that the better way for the customer to access information was using natural sensors: touching, hearing, smelling and seeing.

Field visit

In order to learn how diagnostic software works and how is used, I observed technicians in one of JLR service station. (This contextual inquiry I also used for another project aimed at designing diagnostic software for technicians).

Information Architecture

We started producing user flows in order to define various tasks. It includes the steps that a user performs to complete a task. In the initial diagram (Figure 5) 3 key segments of possible problems were indentified:

  • “stop” problem – a vehicle must not be used
  • serious problem – a vehicle can be used, and
  • not a serious problem.

After further analysis, another two segments were added (figure 6). One was a “new problem”, a problem that does not exist in the database and “imaginary problem” – a problem does not exist but it is a concern to a customer and generates unnecessary calls to customer service.

Interaction Design and User Interface Design

The next step was to establish how a user interacts with a vehicle and app in order to solve a problem. I created various user scenarios based on segments of possible problems. Here are some.

  1. Scenario “Problem not found in database”

2. Scenario “Serious problem! The vehicle should not be driven”

3. Scenario “Problem does not exist”

One of the main user journeys was discovered

In order to convince the audience about the importance of such an app to JLR customer, additional comic style user scenarios were created for the stakeholder’s presentations.

Finally, after provisional designs were accepted as well as viability and feasibility of app creation was accepted, visual user interface designs were created.