An optimized Design for a shared vehicle Service

Abstract

LeasePlan Tripp is a new Service proposition that answres major changes the mobility and fleet management industry is facing. Before the Tripp pilot went live in February 2021, several questions emerged: How could the Tripp Service be improved and scaled up effectively? Therefore, this graduation project assignment was raised: “Design an optimized shared vehicle Service for LeasePlan”.The optimized shared vehicle Service for LeasePlan Tripp consists of the current Service with the adaption of multiple building blocks that solve a design paradox. This design paradox is an obstacle for the current Tripp Service proposition and its future growth and needs to be overcome. The paradox is discovered in the analysis phase by conducting internal interviews with in-house experts and doing a trend research in academic literature. During the qualitative interviews in the Design phase, it was confirmed by the potential LeasePlan Tripp users and mentioned how it could be overcome. Users are willing to perceive a shared vehicle equally to a private vehicle if it is just as flexible and available. A shared vehicle should have the same feeling as a private.The Customer Journey of the current Service led to several Service opportunities, such as; providing a pro-active Service that is always one step ahead of the user & embedding several marketing elements that increase usage and engagement. These opportunities are also processed into the proposed building blocks and improved Business Model for Tripp.The improved Business Model consists of an experience-oriented component that could be able to increase profits the Service will make over the years. Moreover, this improved Business Model allows LeasePlan to provide an even better experience to the user than when they are driving their own vehicle. This is done by providing luxurious vehicles and the organization of events that are especially for Tripp users. At the end of the project, the building blocks that had the most potential: integrating a dynamic pricing structure and a vehicle exchange platform, were presented in the future concept of LeasePlan Tripp. This future concept was assessed on its gaps and possible fixes, which was input for the final upscale advice.