Would you subscribe
to a car?
2021 - Møller Mobility group Summer Internship
looking into new digital car services
As a Summer Intern at Møller Mobility Group, I worked in a team of 5 students on a project investigating new digital services for car rental and leasing, in addition to new digital services related to car dealerships 🚗.
Many details of this project is confidential, and I cannot share any images or details about the new services or final conclusions.
I will, however, share the process and journey of testing new digital services with Møller bil customers and employees☺️💫
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I worked in the team as a UX designer in a group of 3 other students. We all took part in all aspects of the project: Interviewing, workshops, surveys, analyzing and more.
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Prototyping, Interviews, Iterative process, Scrum , Physical workshops, Surveys, Street interviews, Testing, Analyzing, Presenting results
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The summer internship was 6 weeks during june and july 2021.
Why were we tasked with this?
The car industry has throughout history been ahead of the curve when it comes to technology and design. In the last years, services such as Hyre, GetAround or other car sharing services made it much easier to have access to a vehicle.
The rapid development of new tech in the industry demands companies to be ahead of the curve. However, to ensure new ideas become a success they should be tried and tested by customers, employees, service workers and more.
We were tasked to help test and develop new digital services for Møller Digital, to see if they could bring value to the company and customers.
Our main goals were:
Develop and prototype the new services further
Qualitatively and quantitatively test our prototypes
Synthesize and summarize our findings in a report
Project timeline
Weeks
Total time: 8 weeks
8
7
6
3
4
5
1) Understand→
2
1
2,5
2) prototype→
0,5
3) Evaluate→
1
4) Field work→
3
5) validate →
1
1) Understand
Here we worked on understanding both the new, suggested services, as well as looking into the target audience.
Understand and discuss previous work on the project with Møller Digital employees
Research similar services and map out differences and similarities
Interviewed 13 subjects - Here we talked with both Møller customers and others, with varying ages and from different locations
Suggest target audiences for the new digital services
Experience mapping - mapping out the experience of the suggested target audiences to build empathy and understanding
While we would continuously gain new understanding throughout the project, this gave us a starting point to test and explore. It was also a great introduction into a complicated field and service area.
2) Prototype
Here we worked on prototyping and mapping our how these potential services could work, with the intention of using the prototype to further gather feedback.
User Journey - Prototyping the user journey when using the new services
Storyboards - Mapping out each step of the services together
Refining our sketches - After settling on a prototype, we refined our sketches to be ready to use for gathering feedback
After refining our prototypes, we worked on them iteratively as we recived feedback from customers, employees and service workers.
3) Evaluate
Here we tested the prototypes we created to furhter gather insight into the services.
Cognitive walkthrough - Here we walked through the prototype with 7 users of various ages, genders and at different locations
Input from Møller Digital - Reviewed and went through the prototype with stakeholders
Evaluating testing methods - we also evaluated and reviewed our cognitive walkthrough, and looked into how we could improve
While we would continuously evaluate our work throughout the project, this allowed us to refine our prototype before further testing. It was also great to evaluate our performance and locate potential biases.
4) Field work
After evaluating our prototype, and refining it further, we decided to test it further both using street interviews, trying it in action, and gathering quantitative data.
Real-life test run - We performed the prototyped service at Møller Bil Service locations, were we interacted with customers and service workers to gauge the interest and feasibility.
Street interviews - We gauged the publics interest using street interviews, trying to get the “average” persons thoughts and reaction.
Prepping a Survey - We created a quantitative survey for existing Møller bil customers to gauge interest. This was scheduled to be sent out one week before our internship was over, so we sadly didn’t get to see the results.
5) validate
As our internship came to a close, we prepared to validate and gather our findings.
Create a report - We gathered our findings into a report for further use
Presenting for the Møller Digital management team - Presenting our findings and recommendations for relevant stakeholders
After presenting for management, we received praise and feedback for our internships, and our conclusions and report was well received. Overall, the project was super interesting and fun, and I especially enjoyed working in a team with other talented students 💫🤩.