Lexus

Overview

Role: Senior Designer
Team: Annalisa Scharff, Amber Wang, Bhavik Vyas, Jason LeBlanc
Timeline: 2 months

I brought a multi-disciplinary approach and skillset consisting of user experience design, visual design, and research activities to this engagement. I created designs and prototypes that met both contextual user and business needs. I was also responsible for developing design solutions for the concept’s complex UX challenges, conducting user testing in order to validate said designs, and deriving insights from the results with the Product Strategist.

I collaborated with stakeholder groups consisting of: Insurance Companies, Dealerships and Dealer Groups, Certified and Approved Collision Centers, Lexus Guests, TMNA/Lexus/Wholesale.

Project Goals

To provide proof of concept, technology architecture, and a set of business outcomes that RUN (Rental Utilization Network) will impact. This engagement should also help to answer Lexus' questions of:

• How the application should be built

• What the roadmap should look like and clear direction on where to start

• Which business outcomes should be prioritized

• How the first iteration of the product will provide value to its earliest set of stakeholders

User Personas

Due to time restraints and a preferred focus on RUN concept exploration as well as business strategy, these are based off of stakeholder assumptions as well as very minimal research. We interviewed nine product stakeholders. Four were Rent a Toyota managers, one was a dealer service manager, two were insurance representatives, and two were product owners.

1. Pain Point: Manual Data Entry

Having to manually input data and then wait for said data to be verified can turn a 5-10 minute process into a 20-25 minute one.

2. Pain Point: Shortage in Staffing

Due to low pay and insufficient training materials, there is a high rate of turnover.

3. Pain Point: Inconsistency in Experience

When asked to break down the rental experience today, Rent a Toyota managers consistently said it was “all over the place” and “dependent on the manager”.

4. Pain Point: Big Box Competition

When it comes to collisions specifically, insurance companies are the ones who dictate where their policy holders will go for their rentals and most of the time, it’s to an established player like Enterprise.

5. Pain Point: Communication With Guests

Keeping guests informed about the state of their vehicle, repair, and claim—especially when their emotions are heightened—is a tough balancing act.

6. Pain Point: Lack of Control

There is a lack of control when it comes to inventory due to the pandemic and when it comes to what vehicle the guests are placed in.

Service Blueprint

This depicts the people, processes, and things that work together to support the experience. It allows us to analyze the entire ecosystem of a service with a holistic view of every entity involved and can be used as a quick way to validate the experience with users.

Business Outcomes Roadmap

This document maps out the sequence of business outcomes that the product seeks to realize, how to measure the outcomes, and what the outcomes will look like if successful. The document’s purpose is to orient and guide product management decisions by internal stakeholders over the course of the product’s lifecycle, charting a more tangible path of impact and success.