THEHUB

As a VMLY&R intern and lead CX Researcher for Mustang, I put myself in the shoes of the desired customers to understand their needs first hand and find more valuable ways of serving them.

As a VMLY&R intern and lead CX Researcher for Mustang, I put myself in the shoes of the desired customers to understand their needs first hand and find more valuable ways of serving them.

CLIENT

Ford Mustang

YEAR

2019

MY ROLE

Led the overall CX, User Research, Prototyping

CLIENT

Ford Mustang

YEAR

2019

MY ROLE

Led the overall CX, 

User Research, Prototyping

ABOUT
Introducing a series of physical Mustang hangouts that serve as universal connectors for all Mustang lovers – not replacing local clubs, but elevating their efforts through partnerships, advanced technology; a single, shareable space and accompanying sister app specific to the Mustang lifestyle.

ABOUT
Introducing a series of physical Mustang hangouts that serve as universal connectors for all Mustang lovers – not replacing local clubs, but elevating their efforts through partnerships, advanced technology; a single, shareable space and accompanying sister app specific to the Mustang lifestyle.

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CHALLENGE

How do we make Mustang drivers feel unstoppably cool, no matter what's under the hood?

CHALLENGE

How do we make Mustang drivers feel unstoppably cool, no matter what's under the hood?

CHALLENGE

How do we make Mustang drivers feel unstoppably
cool, no matter what's under the hood?

CHALLENGE

How do we make Mustang drivers feel unstoppably cool, no matter what's under the hood?

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THE
RESEARCH

Situation Analysis
Survey Interview
Customer Journey
Target User

 

THE
RESEARCH

Situation Analysis
Survey Interview
Customer Journey
Target User

 

THE
RESEARCH

Situation Analysis
Survey Interview
Customer Journey
Target User

 

THE
SOLUTION

Design Concept
Demo Video
Prototypes
Capabilities
Mockups
User Testing

THE
SOLUTION

Design Concept
Demo Video
Prototypes
Capabilities
Mockups
User Testing

THE
SOLUTION

Design Concept
Demo Video
Prototypes
Capabilities
Mockups
User Testing

RESEARCH

RESEARCH

RESEARCH

RESEARCH

What pocess, method, or program would help identify customers' needs & desires?

098

 

01. SITUATION ANALYSIS

The Mustang became an overnight sensation and has since served as a primary example of the car culture phenomenon. The world has watched Mustang’s cult following expand throughout the last 50 years, and time and time again, owners rave about the intense feelings of freedom and belonging their Mustang provides.
The team conducted a situation analysis to analyze Mustang's internal and external environment and understand how the organization has formed and grew, as well as learning how they established a long term relationship with customers.

 

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COMPANY
Cheap, Fast, Fun
World’s first pony car
American classic icon

COMPANY
Cheap, Fast, Fun
World’s first pony car
American classic icon

COMPANY
Cheap, Fast, Fun
World’s first pony car
American classic icon

CONSUMER
Core Consumer in 50’s
Millennials are targeted
Interest in both used
and new cars

CATHEGORY
Investment in EV
Forays into high technology
Experiential marketing

CATEGORY
Investment in EV
Forays into high technology
Experiential marketing

CONSUMER
Core Consumer in 50’s
Millennials are targeted
Interest in both used
and new cars

CATHEGORY
Investment in EV
Forays into high technology
Experiential marketing

CATHEGORY
Investment in EV
Forays into high technology
Experiential marketing

CATEGORY
Investment in EV
Forays into high technology
Experiential marketing

CATHEGORY
Investment in EV
Forays into high technology
Experiential marketing

COMPETITION
Dodge
Chevy
Jeep
...

COMPETITION
Dodge
Chevy
Jeep
...

COMPETITION
Dodge
Chevy
Jeep
...

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02. SURVEY AND INTERVIEWS

To identify what makes Mustang owners feel cool, we did a thematic analysis on a survey and 18 in-depth interviews:

From a thematic analysis on a survey and 18 in-depth interviews we identified what makes Mustang owners cool are:
What They See
Style, Look, Quality, Speed, Sound, Sporty, ...
What They Feel
Heritage, Reputation, Customizability, Uniqueness, Affordability, Passion, ...

What Mustangers Feel
Heritage
Reputation
Customizability
Uniqueness
Affordability
Passion
...

What Mustangers Feel
Heritage
Reputation
Customizability
Uniqueness
Affordability
Passion
...

What Mustangers Feel
Heritage
Reputation
Customizability
Uniqueness
Affordability
Passion
...

What Mustangers See
Style
Look
Quality
Speed
Sound
Sporty
...

What Mustangers See
Style
Look
Quality
Speed
Sound
Sporty
...

What Mustangers See
Style
Look
Quality
Speed
Sound
Sporty
...

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03. CUSTOMER JOURNEY

  1. The current journey of a customer begins with The Want as an initial preference toward buying a Mustang, due to different reasons, like familial influence. 
  2. The next step is The Search when a customer decides what his Mustang will be in terms of its make, model, engine, color, and bells, which happens based on predetermined budget, ratings and reviews, word-of-mouth, and dealerships.
  3. The Purchase step begins with the payment plan and insurance paperwork.
  4. Then he has to Sign on the dotted line. This is a real high point for a customer.
  5. Once the purchase has been made and he drives off the lot, onboarding kicks in.
  6. This is a honeymoon phase when the customer loves showing off his Mustang.
  7. Next is seeking communities to join based on his new identity as a Mustang owner. 
  8. For customers, it is hard to find exactly where they belong; after all, Mustang is a lifelong commitment and he is excited about finding his "people" and events.
  9. With a simple Facebook search, he finds 20+ Mustang-centered clubs in his area alone which makes him frustrated and overwhelmed.
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We decided to hone in on the pain point identified in the onboarding and ownership steps. Consumers are overwhelmed and confused because there is disorganization and fragmentation in the Mustang community. Even if a customer chooses a Mustang club, most of them have nowhere to congregate and end up meeting in a church basement, mall parking lots, or club members’ driveways. We’re missing a place where everyone has the room and the capabilities to talk and experience Mustangs.

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%

  • 33% of Millennials want a car that stands out
  • 48% want a car that reflects their personality
  • 82% of Millennials (as of 2015) ranked third party ratings and reviews as their top source for research (this applies to both products and services).
  • 62% of Millennials say a dealer website is still important, and almost three-quarters of them end up purchasing the make/model they have in mind when they go to the dealership.
  • 52% of U.S. consumers agree that society should switch to emission-free transportation as soon as possible.

04. TARGET USER

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SUPERCHARGED
ENTERPRISERS

26-34 Year-Old Millennials
Early Adaptor
Pragmatic But Emotionally Driven
Influenced by Family & Friends
Excited About Emerging Tech
Seek Social Interaction with Like-Minded People

SUPERCHARGED
ENTERPRISERS

26-34 Year-Old Millennials
Early Adaptor
Pragmatic But Emotionally Driven
Influenced by Family & Friends
Excited About Emerging Tech
Seek Social Interaction with Like-Minded People

CUSTOMERS OVERWHELMED

BY THE

DISORGANIZATION & FRAGMENTATION

OF THE

MUSTANG COMMUNITY

CUSTOMERS OVERWHELMED

BY THE

DISORGANIZATION

& FRAGMENTATION

OF THE

MUSTANG COMMUNITY

SOLUTION

SOLUTION

SOLUTION

What platforms, channels, or technology would help bring this idea to life?

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The younger community is just as passionate and charismatic about their Mustangs but in a more personalized way with emerging technology. The passion that unites all Mustang lovers deserves a connecting hub that enables it to manifest as the largest and most engaged car culture in the world.

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      INTRODUCING

THEHUB

           INTRODUCING

THEHUB

      INTRODUCING

THEHUB

MUSTANG

MUSTANG

MUSTANG

MUSTANG

01 .DESIGN CONCEPT

The Hub is a series of physical Mustang hangouts, sponsored by Ford, that serve as universal connectors for all Mustang lovers. Not replacing local clubs, but elevating their efforts through partnerships and advanced technology. A single, shareable space that connects and maximizes local communities, and accompanying sister app specific to the Mustang lifestyle.

The Hub concept hones in on the pain point identified in the onboarding and ownership steps. It solves the lack of a meeting place, the unmet desire for education on customizing Mustangs by owners, and the lacking intersectionality and sharing of resources between local Mustang communities.

The Hub is a series of physical Mustang hangouts, sponsored by Ford, that serve as universal connectors for all Mustang lovers. Not replacing local clubs, but elevating their efforts through partnerships and advanced technology. A single, shareable space that connects and maximizes local communities, and accompanying sister app specific to the Mustang lifestyle.

The Hub concept hones in on the pain point identified in the onboarding and ownership steps. It solves the lack of a meeting place, the unmet desire for education on customizing Mustangs by owners, and the lacking intersectionality and sharing of resources between local Mustang communities.

02. DEMO VIDEO

03. PROTOTYPES

“The Hub” is a common phrase used by Mustang owners to describe some of their groups, and we like the play on words here that unites everyone at central hubs. First and foremost, our Hub is for Mustang lovers to hang out and embrace their vehicular identity. Our Ford-sponsored physical hubs will be the ideal hang out location for all Mustang owners. It is also a place that everyone has the room and the capabilities to talk and experience Mustangs.

 

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This is an example of what the exterior plan of The Hub might look like.

proto

RACETRACK
All customers love about their Mustangs is sensorial. The feeling of driving fast, the smell of burning rubber or the ultimate sense of power behind the wheel.

GAS & EV STATIONS
There is an anxiety around the transition to eco-friendly vehicles and lack of EV chargers. This will not be a concern in TheHub.

BODY SHOP BAYS
Mustang owners like to work on their vehicles together as a bonding experience, our research showed. In Bodyshop, they have access to every possible tool and equipment along with TheHub experts to get their questions answered and their projects done.

Racetrack
All costomers love about their Mustangs is sensorial. The feeling of driving fast, the smell of burning rubber or the ultimate sense of power behind the wheel.

Gas and EV Stations
There is an anxiety around the transition to eco-friendly vehicles and lack of EV chargers. This will not be a concern in TheHub.

Body Shop Bays
Mustang owners like to work on their vehicles together as a bonding experience, our research showed. In Bodyshop, they have access to every possible tools and equipment along with TheHub experts to get their questions answered and their projects done.



This is an example of what the side view of The Hub might look like.

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04. CAPABILITIES

GAME CENTER, SHOWROOM, MUSTANG LAB. LOUNGE AREA
We found a connection between car-lovers and gamers, especially in the millennial market. We will provide gaming consoles and a racing simulator for family and friends to enjoy. Showroom is the hallmark of Mustang pride. The owners couldn’t wait to show off their pride and joy. TheHub members can enter a raffle to have their car featured in our showroom. New owners want to learn, longtime lovers want to help, but they aren’t connected with one another. The Lab offers an ultimate solution for this. Members can register for Virtual-Reality classes to learn. Our classes will be streamed for those who aren’t able to attend. The Lounge Area was added for various clubs to mingle together, or to book for meetings and events.

Game Center, Showroom, Mustang Lab, and Lounge Area
We found a connection between car-lovers and gamers, especially in the millennial market. We will provide gaming consoles and a racing simulator for family and friends to enjoy. Showroom is the hallmark of Mustang pride. The owners couldn’t wait to show off their pride and joy. TheHub members can enter a raffle to have their car featured in our showroom. New owners want to learn, longtime lovers want to help, but they aren’t connected with one another. The Lab offers an ultimate solution for this. Members can register for Virtual-Reality classes to learn. Our classes will be streamed for those who aren’t able to attend. The Lounge Area was added for various clubs to mingle together, or to book for meetings and events.

05. MOCKUPS

After narrowing down our concepts for the physical space, we create some digital mockups for the future of The Hib website. It is a static representation to show the overall atmosphere of the product’s visual style and design identity.

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SISTER APP

TheHub app will keep members connected and extend our physical hub to digital space. The app offers many features including a retail store, navigation to physical hubs, events/car shows near you, body shop rentals, and online classes streamed from the live VR tutorials.

SISTER APP
TheHub app will keep members connected and extent our physical hub to digital space. The app offers many features including a retail store, navigation to physical hubs, events/car shows near you, body shop rentals, and online classes streamed from the live VR tutorials.

Group
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06. USER TESTING

We tested our concept to make sure this could be an owner’s journey. We showed our prototypes and descriptions of our capabilities to Mustang owners and received their reactions and feedback.

User Testing Method
We tested our concept to make sure this could be an owner’s journey. We showed our prototypes and descriptions of our capabilities to Mustang owners and received their reactions and feedback.

The garage concept is interesting, I would like to learn about my car and get tips; especially if there is an expert (besides the Mustang community) to teach me the basics of working on my car.

The garage concept is interesting, I would like to learn about my car and get tips; especially if there is an expert (beside the Mustang community) to teach me the basics of working on my car.

" The garage concept is interesting, I would like to learn about my car and get tips; especially if there is an expert (besides the Mustang community) to teach me the basics of working on my car. "

Dealerships are expensive and busy. I can't trust third parties. This place sounds trustworthy (sponsored by ford) and fun. It's a cool hobby for car enthusiasts to hang out, eat and see Mustangs. I would go there, with my son who is a car fan.

Dealerships are expensive and busy. I can't trust third parties. This place sounds trustworthy (sponsored by ford) and fun. It's a cool hobby for car enthusiasts to hang out, eat and see Mustangs. I would go there, with my son who is a car fan.

" Dealerships are expensive and busy. I can't trust third parties. This place sounds trustworthy (sponsored by ford) and fun. It's a cool hobby for car enthusiasts to hang out, eat and see Mustangs. I would go there, with my son who is a car fan."