Implementation strategy of a data enabled service design process at Ford

Abstract

This report describes the development of an implementation strategy for using data in the design process of a design team at the RIC of Ford in Aachen. The implementation strategy consists of a card set and a poster to show contemporary developments in using data in the design process, a service concept, a practical tool kit to start using the data and an organizational implementation roadmap. Throughout the project, a co-creation approach was used by working on one of the commercial vehicle concept projects. This resulted in barriers, enablers and drivers of different approaches for the team. First, I consulted literature on design and data to create an overview of the approaches in this field. I concluded that contemporary approaches use open data such as social platforms to find users expressed thoughts and feelings, or (owned) sensor data to find users functional needs in measurable behaviour. In a case study the insights from literature are visualized in the form of cards to create a tangible artefact for evaluating the different approaches and also act as later reference. This was the first deliverable of this project. The case study resulted in a set of preliminary set of drivers, enablers and barriers for using data. Next, a design intervention was done in the team’s service design project. Together the qualitative insights gathered and analysed. Then I chose parameters for “a behavioural data profile” and designed a service concept based on these parameters. In this service concept behavioural data of the user is used as input for personalized service functionalities. This allows the team to research behaviour and create the foundation for more advanced research. From this step I translated the learned lessons into a final set of barriers, enablers and drivers. This set allows the team to use this specific approach in future projects as well. The main barriers are now defined as: (1) Designers and researchers having different perspectives when setting up research projects resulting in an inability to create the described design concept. (2) There is no clear indication for the design team where and how to use data in the design process. To overcome these barriers a practical tool-kit was designed to allow the team to bridge the gap between the qualitatively gathered data and defining a product-service concept based on a data profile. The value of this practical tool-kit is supported by literature showing the trend towards in-situ research approaches and an evaluation process. The roadmap, the final deliverable of this project, presents directions for applying this approach and presents steps for further organizational implementation. For future research I recommend developing an accessible persona dashboard of the implemented services for Ford to perform easier and more focussed research in the relations between the different sub-functionalities of the vehicle. The practical tool-kit, set of cards and the roadmap help the team in answering their question: “how to use data to better understand our users and their behaviour” by indicating an appropriate approach, an example project and a practical tool-kit.