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A Killer Connected Car App | 2018

Lynk & Co, a newly launched Chinese-Swedish automotive brand owned by Volvo, invited us to pitch the design and development of
a groundbreaking mobile app to accompany their new, subscription-based connected car line scheduled to launch in Europe 2019.

The client provided a brief and asked for a response to two broad questions:

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  • How do we present content in the app at the right time according to personal situation, previous behavior and the sales funnel context?
     

  • How can we create a digital ecosystem supporting all digital touchpoints that creates a seamless customer journey?

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My Role

I was the Lead Product Strategist on this pitch. I crafted our response to Lynk & Co's questions, set the vision for our design team, and established user stories for the team to design against. 

Understanding the Business Model and Target Market

Our first step in the process was to understand the brand, Lynk's vision for the mobile app, the digital ecosystem, and the target persona. We gleaned some of this information from materials provided by the client, but conducted our own research on the target audience and created a bold vision for the experience.

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Crafting Our Response

My goal was to answer Lynk's two big questions with product and marketing strategy that included user stories and UI screens to bring our ideas to life and showcase our design chops.  The overarching strategy of our response was personalization at scale - content served up at the right time based on the user's current context and prior behavior - fueled by machine learning and A/B testing. The radical idea being to design for every user's data driven profile derived from both interactions with the brand and data gathered from social media and user preferences.

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Personalization Recommendations

How do we present content in the app at the right time according to personal situation, previous behavior and the sales funnel context?

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Customer Journey Recommendations

How do we create a digital ecosystem supporting all digital touchpoints that creates a seamless customer journey?

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Outcomes & Learnings

Outcomes

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  • We received incredibly positive feedback from the company, but lost the pitch to an in-country agency due to our high cost 
     

  • Lynk liked us so much, they found creative ways to engage us in the project in a limited capacity for a reduced cost with one of our offshore development teams

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Learnings

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  • A great product can inspire a team to work hard and dream big. This pitch response was widely viewed by executive leadership as the best our agency had ever put together, and we were able to leverage some of the big ideas in future responses.
     

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