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MORPH PROJECT SPONSORED BY HYUNDAI

Intelligent Mobility Design Centre,2020

Client: Hyundai Motors

Role: Service Design- brief development, blueprints, personas, user scenario and journey, ideation, jobs to be done discovery

Background

The MORPH project tries to answer questions that have been lingering in the future forecasting of mobility design and monetisation strategies for manufacturers and industry pioneers such as will the sharing economy happen at scale in the automotive industry and how much will it influence vehicle design and service innovation? The project will look at ‘sharing economy’ as a phenomenon and collect insights from people about how do they think and see the future changes in their life, and then create design directions to respond the trend. 

I omit research in detail to comply with the NDA.

There are 4 projects which have each theme based on sharing economy and we worked together on the initial process, however, I was in charge of two of them to lead final deliverables as part of it in the end.

PROJECT 1

MOSEY: Communities on the Move

Key words: Group vs Privacy, Door to door mass transit, Fast and Slow

Fifty people in a high-speed mothership relaxing in single and four-seat last-mile pods.

This high-speed mothership transporting low-speed interconnected pods provides social areas and private spaces for intercity journeys and door to door service. Long journeys become more comfortable thanks to a range of personal interaction choices plus the convenience of local taxi-like service.

HOW CAN WE INCREASE CONVENIENCE WITHIN A SYSTEM SERVING MULTI-TRAVEL PURPOSES?

Service Journey

- One seater vehicle

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- Four seater vehicle

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PROJECT 2

NANO: Shared vehicles, safe spaces

Key words: Safety, Control, Reassurance

Four seaters secure morphing pods

Nano shared taxi service with morphing interior design takes care of passengers' emotional needs and physical security concerns. Enclosure materials and flexible interaction modes improve passengers' trust of the vehicle, other passengers, service and brand.

HOW CAN YOU USE A BRAND LIFESTYLE/ECOSYSTEM TO IMPROVE ACCESSIBILITY AND TRUST?

Service Journey

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