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

  • 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

The Impact

AUTOMOTIVE · SERVICE DESIGN · EXPERIENCE DESIGN

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.

Reimagining the Drive