Innovative Business Opportunities for High-Autonomous Vehicle. A user-centric oriented approach within Volkswagen A.G.

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School of Arts, Design and Architecture | Master's thesis
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Master's Degree Programme in International Design Business Management
Master's Degree Programme in International Design Business Management
The self-driving vehicle has been widely presented in the media as a concept in the last few years and many companies, such as Volkswagen, are working on the technology. The autonomous technology promises to bring an easier and safer journey. By sensing the surround environment, the car will drive by itself allowing the driver to enjoy his or her qualitative time on the way. However, deliver the technology to the market might not be an easy task due to its potential disruptive characteristics. There should be an initial phase that can introduce the technology to people, involve and take them smoothly to the fully autonomous experience. The high-autonomous vehicle can take the role of intermediation between steering and controlling. Although it does not allow the driver to sleep or be mentally far away from the task of guiding the vehicle, the high-automated technology will give some freedom to the conductor for performing some side tasks not allowed today. This study will focus on understanding how to find real business opportunities for high-autonomous vehicles, and deliver meaningful values to customers and users within a practical case at Volkswagen A.G. The research will be conducted by utilizing a design-science approach. Therefore users, and multidisciplinary experts will be involved into the co-creation of potential solutions. The aim is to generate innovative business models that would show meaningful and feasible ways to deliver the technology as a product-service system, generating revenue in return. Three research questions are responsible for shaping this study: “What are the benefits the high-autonomous vehicle can bring to drivers?” “Who are the users/customers that would value those bene-fits?” and “How to generate revenue from this service/product?” By answering them, potential product-service system scenarios as well as business model canvas are created and presented. Beyond answering the research questions, the study tries to transform a technology push into a need pull situation by balancing the three main important multidisciplinary constraints: feasibility, viability and desirability. A framework about the amount of time spent on each of those constraints in order to achieve balance can be also seen in the conclusion as a contribution for IDBM (International Design Business Management) master’s course.
Koria, Mikko
Business Model, Innovation, Design Thinking, Design-Science Research, Service Design, Volkswagen A.G.
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