Zipcar Service Redesign
Zipcar Service Redesign is a class project that I worked on with two other students.
Role: Research, Service Design
Date: Feb. 2016- May 2016
Keywords: Zipcar, Car Rental, Service Design
Although we have heard of Zipcar all the time and only have a general idea of how it works, we wanted to have a comprehensive understanding of current problems and users needs. So we applied for a membership and experienced the service. Other than that we also conducted interviews with current users.
Using the data and feedback we collected from user research, we had a few brainstorm sessions to identify and analyze current key pains and potential opportunities.
To visualize current customer experience, problems and users need, we created a customer journey map, which includes customer emotions, problems, opportunities, stakeholders and touchpoints.
After the customer journey map, we visualized four user scenarios, which are probable scenario, possible scenario, plausible scenario and preferred scenario, from the most possible scenario to the least possible scenario.
Optimizing parking spots:
When the car is in use, the parking spot is empty and could be available for other people. Meanwhile, in big cities, parking could be very expensive. By enrolling in this service, users only need to pay a small amount of fee and can park at any available Zipcar parking spots.
This service will not only benefit Zipcar customers, but also help relieve stress of parking in big cities.
Improving current user experience:
Currently, there are multiple touch points affecting user experience. For example, returning the car is same as locking the car, so users are not sure if they return the car successfully and may be worried about penalty fee. One solution could be users will receive instant confirmation after they return the car.
Exploring high-end market:
Among users, doing grocery shopping is one of their main purposes of using Zipcar, especially for college students. However, some Zipcar locations are 10-15 min walk from their place. With hands full, or in the dark, it is not safe or convenient for them to leave bags of groceries at home, then return the car to Zipcar location, and after that walk back home. In this case, valet parking would be helpful for them to save time as well as stay safe.
After further brainstorm and discussions, we decided to continue with optimizing parking spots service.
According to Zipcar, they have 12k spots. If the average parking fee in big cities is $3/hr and each spot is empty for 3hr/day, then those spots worth at least $108k/day, which is 3.24 million/month. Given the fact that, third quarter revenue for Zipcar in 2012 was 62.9 million, those spots the Zipcar own worth at least 15.5% of Zipcar revenue.
To promote and execute the new service, we also designed series of products, including outdoor billboard ad, web interfaces, as well as mobile interfaces.
Web interfaces with the new service
Mobile interfaces with the new service