The business today struggles to collect feedback from customers after purchase and during usage of their vehicles. Existing feedback mechanisms, such as paper-based questionnaires, have a low response rate and fail to capture an accurate picture of customer satisfaction.
The core questions we set out to address: How might we drive better engagement and conversion into quality data? Could we do so by using a combination of the car’s in-car display/infotainment screen and the driver’s smartphone as feedback mechanisms?
Through a series of prototypes, we explored solutions across a range of channels. We considered the driver’s context, understanding when it is safe and appropriate to ask for customer feedback while in the vehicle, and provided recommendations on when and how to ask the right questions. The final selected directions were contextualized against Renault’s existing collection mechanisms to build a broader ecosystem approach to customer satisfaction surveys.
“North Star” Product Vision
User Insight and Concept Validation
“One meaningful question answered with care is more valuable than long surveys gone unanswered.”
To understand the Renault business, the Method team spent time at the organization’s R&D center in Guyancourt, France, conducting stakeholder interviews and visiting test facilities.
The team kicked off the Ideation Phase by defining key interaction principles and understanding the customer relationship journey with Renault as well as more specific journeys relating to the car. With these structures in place, we then spent time ideating widely on interaction concepts for a typical user archetype.
Our initial set of hypotheses considered solutions that could take a variety of forms, from passive capture (using the car’s telematics to answer questions), to customer service strategies, through to integration with new or existing digital companion devices.
Testing at the Renault R&D site
A key insight the validation sessions highlighted was the value in surfacing unused functionality to the drivers: tutorials and content that help the drivers familiarize themselves with their cars. It also became clear that the car is a functional tool, and by emphasizing utility, drivers were more willing to invest time in giving feedback to Renault.
Translating insight to implementable recommendations
In the final weeks of this engagement, the Method team further refined the interaction design, and created a prototype accompanied by a concise recommendation summary document.
Both deliverables worked hand-in-hand to describe the concept and interaction mechanisms, how it would feel for the end-user, and how Renault could leverage the concepts to more reliably gather higher quality customer feedback to improve their product offering.