Service Design Innovation: The 24-Hour Test Drive
Creative Lead, Experience Design Lead
Longitudinal research revealed a deep-seated 'fear of the dealership.' High-pressure sales tactics created significant buyer anxiety and abandoned journeys. Brief 15-minute test drives were insufficient for customers to master modern in-car technology.
The Challenge
Architected a 'Test-and-Learn' service model that removed the salesperson from the initial trial phase. This 24-hour extended trial allowed customers to experience the vehicle in their own environment, at their own pace, free from transactional pressure — segmented across four key journey phases: Pre-Pickup, Pickup, In-Car Experience, and Drop-Off.
The Strategy
Secured enthusiastic buy-in from Dealer Partners and General Managers who sought to expand the program
The Impact
Participants reported ‘universal love’ for the experience, citing reduced stress and mastery of vehicle features
Identified critical psychological barrier (non-participant skepticism) and delivered long-term marketing roadmap
AUTOMOTIVE · SERVICE DESIGN · EXPERIENCE DESIGN
Reimagining the Drive
I replaced "dealership dread" with a salesperson-free, 24-hour trial. This service design pivot focused on user autonomy over transactional pressure, fostering genuine feature mastery and securing universal buy-in from once-skeptical retail partners.
