Etron Ecosystem Experience Vision
(By Neal Moore, as a project team member while at Jump Associates)
EVs are taking over from gas and diesel vehicles now, but when Tesla’s Model S hit the market, automakers were hedging their bets. A few future-focused leaders at Audi of America knew it would take more than a hot product like an Etron to win people over. With my team at Jump and our amazing clients, we laid out the vision and illustrative concepts for the Etron experience surrounding the vehicles, from shopping to service, including premium charging lounges.
Approach:
Led ethnographic research of EV early adopters.
Interviewed buyers in their homes and analyzed their personal technology choices to understand their motivations and barriers to EV adoption.
Analyzed ecosystems and tech adoption.
Interviewed experts in tech, energy, mobility, policy, and infrastructure. Explored solutions and analogs. Identified practices to help drive EV adoption.
Designed a comprehensive 10 year ecosystem vision.
Developed concepts for EV ecosystem experience elements from charging to dealer revenue offsets. Facilitated charrettes to make them real for stakeholders.
Charging Hub Images: Audi AG.
Project Team for Jump: Alonzo Canada, Chris Weber, Mike Smith, Neal Moore. Design support from Scott Schenone. Clients: Audi of America. H/t to Jeff Curry and Wayne Killen.