Volvo Adapt

Abstract

This report is an investigation about subscription services, or soft offers, in the automotive industry. The study aims to answer whether the design of soft offers can affect the willingness to opt-in and if there is a perception difference in soft offers for hardware, software and content. The outset of the work is the users, or consumers experience and not a company’s economic viability for soft offers. Using research through design with the five stages of design thinking, qualitative methods aided the design of a mobile platform prototype called “Volvo Adapt”. Applying methods such as competitor analysis, user journey, focus group discussions among others, led to an additional research question about the consumers expectations towards functions and soft offers. By conducting observations and interviews on the platform “Volvo Adapt”, results indicate a complex mix of perception on general attitudes towards soft offers, attitudes towards hardware, software and content, as well as the additional research question about consumers expectations. It was concluded that even though there are individual differences on the general perception towards soft offers, there are ways of designing them to allow for a positive user experience. Nine guidelines on how to design soft offers are recommended which includes, but are not limited to, not replacing the current customisation flow with soft offers, general design guidelines, and the functionality of soft offers. Along with this the guidelines suggest further studies on what functions to offer as soft offers with caution towards hardware functions, especially those who consumers expect to be included in their cars. This work is a step towards covering the research gap on subscribing to a part of a technological product that is owned by a consumer.