Developing a flexible and scalable business model for light two-wheeled electric vehicles

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Examensarbete för masterexamen
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2020
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Ingemarsson, Erik
Mäki, Hannes
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This study investigates how the facilitation of user-to-user interaction can be utilized as a key resource in developing scalable business models for light two- wheeled electric vehicles by approaching the topic from both the business and user perspective. This project aimed first to elicit the user needs of an L2W-EV, then explore how to create scalable business models through the use of connec- tivity and finally how these two could be combined into a business model that facilitates user adoption of the light two-wheeled electric vehicle at scale. The structure of the study is based on the design process. Starting with a literature study and user research, followed by an iterative concept development process and finally, a user testing. It was found that users were frequently unable to un- derstand the potential cost and time benefits of using the vehicle type. Further, it was found that it often being influenced by negative associations to mopeds and motorcycles, indicating the need to rebrand the vehicle type. The intended decentralized system that replaces the traditional sales channels and maintenance providers show great potential from both the business and user perspective in general. The participants of the user testing expressed an overall positive attitude towards participating in such a system. Although, the study was conducted with prototypes of the digital interface and lacked access to the phys- ical vehicles, which opens for education further to evaluate the user experience of this type of system. Besides, it was indicated that this type of system needs to be adjusted after the specific vehicle, user segment and market to match the user expectation and in the extension being able to sustain a functional system by continuously keeping users active.
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