A platform to bring a sense of exploration to regular commutes
#InnovationConsultancy #DesignConsultancy #NewProductDevelopment
Carnegie Mellon University’s Capstone Team Project l Honda R&D Americas (Sponsor and client) l 14 Weeks, Spring 2020 l Role: Design and Product Strategy
Context
With the mission of promoting the “joy and freedom of mobility”, Honda R&D Americas wants to expand its business into a new territory of mobility services and to penetrate a millennial market. With a team of 5, we helped Honda identify an opportunity gap and develop a new digital solution by utilizing an integrated product development method.
Outcome
A digital solution regarding exploratory commute in urban cities, ready-to-test business models, and an initial go-to-market plan which are successfully adopted by Honda R&D.
The Challenge
Which alternative mobility experience can Honda offer to millennials who tend to have less interest in owning private cars?
Executive Summary
From understanding the challenge to realizing the opportunity
Integrated Product Development Method
The Challenge
Among the saturated market of mobility solutions, where is the gap that perfectly matches with millennials’ motivation?
Understand
The gap of “Exploratory Commute“ is matched with 4 values of user persona
Secondary Research / Stakeholder Analysis / User Research / Co-design Sessions / Value Opportunity Analysis
Outcome
Honda Miru - Bringing a sense of exploration to your regular commutes.
Miru is a digital community platform. As a mobile app touchpoint, it aims to bring a sense of exploration to one’s regular commutes. Miru is a medium between those who know about interesting local places and those who want to explore. An information repository is built by both the community members and local businesses and gives personalized recommendations to the explorers along their daily commute routes.
It is designed to promote city exploration in a sustainable way where the users, local businesses, and Miru play important roles in the ecosystem as well as benefit from the system. When users engage more with Miru, it will be able to give back more insightful information, such as data and local trends, to the local businesses. While this helps local businesses to develop themselves in the right direction, users will experience better service for those businesses, too.
Launch
Potential business models and validation plan of how Miru can create revenue
Business Model Canvas / Stakeholder Analysis
Alignment of Honda and Miru values
So now that the value of Miru has been illustrated, how can Honda benefit from it by offering it as its own product and how can Miru benefit by having Honda support it?
Honda has an established brand reputation of providing mobility for the masses and Miru aims to do the same by providing joy and freedom of mobility. Miru would further help Honda expand to mobility as a service, gain new user segments and finally connect these communities to create a network where people can share interesting places and hence aid mobility. Finally, as Miru aims to use data analytics to provide personalized recommendations and customer insights for businesses, it would benefit from Honda labs which have gained expertise in data analytics in the past few years.
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