The privacy vs. convenience dilemma of “PaketAuto”

Daniel Canis | Volkswagen Group | @daniel_canis

October 3rd, New York City

A service design challenge

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VOLKSWAGEN GROUP RESEARCH | BUSINESS INNOVATION

We create new product‐services 

to enhance peoples lifes

on the field of (auto)mobility.

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403. October 2015 K‐EFD | Business Innovation

CUSTOMER EXPERIENCE

503. October 2015 K‐EFD | Business Innovation

PROBLEMCUSTOMER EXPERIENCE

603. October 2015 K‐EFD | Business Innovation

CUSTOMER EXPERIENCE

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DIGITALIZATION

e‐commerce market parcel market

Source: eMarketer, Statista 2015 Source: Oliver Wyman – Market Model, 2015

B2C‐E‐Commerce Sales world wide 2012‐2014 and the forecast until 2018(sales in billion US‐Dollar)

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PREFERED DELIVERY ADRESS

HOME

Source: eResult GmbH, Statista, 2015

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HOME

EXTENDED HOME

PREFERED DELIVERY ADRESS

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THE CAR AS MOBILE DELIVERY ADRESS?

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KEY PLAYERS & HYPOTHESIS

Customers

LogisticCompanies

ParcelDeliverer

(Online) Retailers

Car manufacturer

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KEY PLAYERS & HYPOTHESIS

Customers

LogisticCompanies

ParcelDeliverer

(Online) Retailers

Car manufacturer

Customers like „PaketAuto“  

Logistic partners and retailerscan boost their efficiency andcustomer satisfaction

Car manufacturers canincrease customersatisfaction and loyality

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STORYBOARD

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AD HOC INTERVIEWS & MINI SURVEY

PROsTime savingConvenienceIndependency

CONsSafetyTechnical ConcernsPrivacy ConcernsData Security Concerns

„Yes, great! 

I would use it straightaway.

Sometimes, fetching all parcels

takes me half a day. “

„No, this sounds too risky to me!  

My car is my castle!“

„…no, it‘s like handing

over my house key!“

„I don‘t want anybody accessing

my car without control!“

„No, I store expensive 

equipment in my trunk…

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ONLINE SURVEYS

1.004 interviewees

2.638 interviewees

SURVEY I

SURVEY II

Drivers BarriersConvenienceFlexibilitySaving of timeIndependency

Loss of personal dataTraceabilityLoss of privacyTheft of belongingsCar damagesLoss of controlLittle trust in the courier….

~23%~22%~16%Willingness

„Yes! I would use it regularly.“

„I would use it under time pressure.“

„OK, I would test it.“

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THE DILEMMA

A CHALLENGE FOR SERVICE DESIGN

DILEMMA

Car Access Based Services

Convenience 

+ -

Privacy concerns

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SIMILAR SERVICES?

Cleaner Service ?!Repair shopValet parking

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FIND YOUR FIRST USER

(Quantitative Survey II; 2.638 Interviewees)

Careless

Proponents

OUR KEY USER

is 39 years old

works a lot and suffersfrom stress

technophilic andinnovative

would borrowhis/her car to friends

Anxious

Innovators

Reserved

People

Progressive

ScepticsRefusers

PRO CONTRAOUR FOCUS GROUP

Innovators Early Adopters Early Majority Late Majority Laggards

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FIRST DESIGN

EfficiencyReliabilitySERVICE DESIGN

Service Blueprint v1.0

Process transparencyData securityPrivacy retentionConvenience

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PROTOTYPING

Connectivity Box

Deliverer App Customer App

Volkswagen Cloud

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HOW DOES IT WORK?

localize close & lock deliverunlock & openrelax search order & confirm+ Car ID, Where?, When?

ORDERING DELIVERY PROCESS

action

informationinformation information

action action

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SELF TESTING

TEAM 1

TEAM 2

FIND THE CAR!

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TEST PILOT 

OnlineOrdering

ParcelDelivery& PickUp

Access Service

TEST PROCESS UNDER REALISTIC CONDITIONS

DELIVERY BETWEEN 9.00 am AND 06.00pm

FALL BACK ADRESS

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TWEAK INFORMATION DENSITY

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TEST DUMMY

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PRESS RELEASE | APRIL 2015

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THE FUTURE

AUTOMOBILES AS SERVICE HUBS?

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Contact us:

Daniel Canis 

Business Innovation

Volkswagen Group Research

K‐EFD | Letterbox 1895

Wolfsburg | Germany

daniel.canis@volkswagen.de