Project highlights
This is a team project commissioned by SRS(Shell Recharge Solution) via TU Delft. SRS is expanding its business sector in energy transition and related services. We had 9 weeks to strategically create efficient and scalable solutions for fleet managers during the electrification process to meet targets in the future.
Timeframe: 11.2022 - 1.2023
Project type: Strategic design, Digital design
My involvement: Context exploration, ideation, digital prototyping
Team: ZhuoTing Wang, Gioia Benini, Sanne Zuidmeer, Gijs Voorhoeve, Gijs Roodenburg
Project Timeline
Over 9 weeks, we delved into research to grasp our target audience's needs. By analyzing internal reports from SRS, we pinpointed a transition process gap. Our redesign focused on delivering internal support to fleet customers during transitions. Through user interviews, we refined our concept and suggested a digital platform alongside a design roadmap, aligned with business strategies.
The final design solutions were showcased to SRS Amsterdam in January 2023.
Project Scope
Focus on the needs of fleet managers who work for last-mile delivery fleets during energy transition
Research Methods
MECE Principle
To further explore the context, we applied the MECE(mutually exclusive and collectively exhaustive) principles to approach the question from both sides: the fleet customer’s side and SRS’s side, all is to find out what’s missing in the current product offerings and missing opportunities. MECE makes sure we explore all the aspects without overlapping.
Motivation Analysis
Analyzing resistant factors faced by Shell and incentives for its electrification business
Stakeholders Analysis
Key stakeholders in a fleet company during electrification
Fleet managers as our user group are responsible for communication with drivers and upper management, and a range of tasks to ensure that the fleet is operating efficiently, safely, and cost-effectively, the complexity of their role and responsibilities set the goals of our design
Understanding Electrification Process
To identify the design opportunity, we examined the stages of electrification outlined in internal materials and assessed each stakeholder's engagement. This process condensed into three key phases: decision-making, transition, and operation.
Identifying Opportunities
During this phase, fleet managers encounter challenges in communication and planning for the transition. They lack the necessary expertise and information to enact organizational changes, and currently, SRS does not provide internal assistance in this regard.
Decision Phase
Transition Phase
Design
Opportunity
SRS has a strong team to convince customer into purchasing their product & service to start a transition
SRS already invested a lot into this phase, they offer very professional expertise to guarantee the successful transformation
Operating Phase
SRS builds long-term relationships with their customers, which includes responsive trouble shoot and regular maintenance system
Design Direction
We want to create an integrated solution for SRS to provide fleet managers with internal support during the transition phase, which can be implemented now.
Interview & Iteration
Having the first draft of our prototype, we interviewed people in this industry to try our product & give feedback on our design. We also interviewed 3 other people in the industry, and based on the feedback and our inspection, we iterated on the concept.
Insights:
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Adjust the electrification workflow to fit the actual scenarios
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Prioritize certain fields in order to optimize efficiency
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More details for better feasibility
Design Deliverables
To fully represent our strategic values of design solutions, we delivered these 2 artefacts in the end
Digital Platform
integrating online interaction & offline touch points, offering expertise and services to help with fleet’s internal issues
Roadmap
to show how SRS upscale the service and reach the future vision in the long run
Future vision
By 2035, SRS will offer an autonomous & fully integrated electrification support platform, in which fleet customers can be guided in achieving their decarbonization goal
Digital platform Solution
Road to Recharge
Road to Recharge is a platform that facilitates fleetS during energy transition. This platform integrates offline touchpoints (meeting & consulting with SRS) and online services to fill the gaps between decision phase and transition phase.
Problem #1
Fleet managers have limited knowledge about the practical matters of electrification, which brings doubts on decision-making
Solution
Directly built in SRS website, Road to Recharge gets attention from fleets who want sustainable and practical solutions for their business, by filling in as much as possible, fleet managers get assistance from SRS teams to plan their electrification, including how much time and money will cost their business
Problem #2
electrification is not always 0 - 100%, as a costly project, fleet managers always struggle to plan the replacement steps, and they often lack confidence in the future
Solution
A step-by-step guide to assist fleet managers in making the changes within their organization, eliminating their uncertainties and confusion about the electrification process
Roadmap
How SRS could achieve the future vision from tactical and strategic views
This is a short video showing how the design proposal works for SRS (both online & offline service)