2. 2
WE WERE TASKED
WITH CREATING A
NEW-TO-THE WORLD
SERVICE IN THE
NEW-CAR DEALERS
SERVICE SECTOR

3. 3
AFTER A RESEARCH
DEEP-DIVE WE
REALIZED THAT:
1. CAR-DEALERSHIPS
HAVE AN ABYSMAL
TRUST LEVEL (8%)

4. 4
2. PEOPLE WANT TO
PERSONALIZE THEIR
CARS (AS THEY DO
THEIR HOUSES) BUT
UPGRADING SEEMS
LIKE A RIP-OFF

5. 5
GENERATING
INNOVATIVE IDEAS
FOR A NEW CAR
DEALERSHIP
5

6. EXTENDING BRANDS
VERTICALLY
HORIZONTALLY
6
GENERATING
CONCEPTS

7. TEAM
YELLOW
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
SERV
724
RADICAL
SERVICE
INNOVATION
PROFESSOR
ROBERT BAUPROCESS
COMBINE
&
TRANSCEND
MAKING SENSE OF TRENDS
GENERATING
CONCEPTS
INFUSE
&
AUGMENT
COUNTERACT
&
REAFFIRM
7
GENERATING
CONCEPTS

8. SERV
724
RADICAL
SERVICE
INNOVATION
PROFESSOR
ROBERT BAU
BLUE OCEAN STRATEGY
3 TIERS
OF NON-
CUSTOMERS
8
GENERATING
CONCEPTS

9. MAPPING CUSTOMER JOBS
9
GENERATING
CONCEPTS

10. DICHOTOMIES
DICHOTOMIES
THINKING LATERALLY
PARADOXES
10
GENERATING
CONCEPTS

11. 11
MERGING 200 IDEAS
INTO ONE SOLID
CONCEPT: A NEW CAR
DEALERSHIP
11

12. MAIN CLUSTERS
ECO
CUSTOMIZATION
PRE/POST
CUSTOMER
2
CUSTOMER
12
CLUSTERING
OF 200 IDEAS

13. STRATEGIC
PLATFORM
SERVICE PACKAGE
DELIVERY
SYSTEM
BRANDING AND
COMMS
TRANSFORMA-
TIVE
Up-cycle Car Parts
Automotive Boot
Camp
Group Car Share
CarBook
OPTIMIZATION Fresh Car Start Premium Car Share
SERVICE INNOVATION MATRIX
Car as family member
13
CONCEPT
EVALUATION

14. CONCEPT
VIABILITY
(30%)
ADAPTABILITY
(5%)
FEASIBILITY
(20%)
PROFITABILITY
(20%)
SCALABILITY
(20%)
DIFFERENTIATION
(5%)
TOTAL
Fresh Car Start 2 3 2 4 2 9 2.8
Up-cycle Car Parts 6 8 5 8 5 10 6.3
Premium Car Share 3 3 5 4 5 6 4.95
Group Car Share 8 7 5 7 7 4 6.75
CarBook 3 9 8 2 8 3 5.1
Automotive Boot Camp 6 6 2 6 3 10 4.8
Car as family Member 6 8 6 7 5 7 6.15
COMPANY DECISION MATRIX
14
CONCEPT
EVALUATION

15. CONCEPT
ACCESSIBILITY
(15%)
AFFORDABILITY
(30%)
MEANINGFULNESS
(5%)
DESIRABILITY
(25%)
BUILDING
RELATIONS
(25%)
TOTAL
Fresh Car Start 3 1 7 4 7 3.85
Up-cycle Car Parts 8 7 10 6 3 6.05
Premium Car Share 2 1 3 7 2 3
Group Car Share 9 7 5 6 2 5.7
CarBook 9 9 1 7 3 6.6
Automotive Boot Camp 2 2 9 10 8 5.85
Car as family Member 5 4 9 6 10 6.4
USER DECISION MATRIX
15
CONCEPT
EVALUATION

16. CONCEPT COMPANY USER TOTAL
Fresh Car Start 2.8 3.85 6.65
Up-cycle Car Parts 6.3 6.05 12.35
Premium Car Share 4.95 3 7.95
Group Car Share 6.75 5.7 12.45
CarBook 5.1 6.6 11.7
Automotive Boot Camp 4.8 5.85 10.65
Car as family Member 6.15 6.4 12.55
DECISION MATRIX
16
CONCEPT
EVALUATION

17. Our concept: a relationship building service which
facilitates the desired level of personalization and
extent of ownership. It allows customers to slowly
build a connection with their automobile through
trial periods and celebrating important milestones.
17
CONCEPT
TO PROTOTYPE

18. 18
PROTOTYPING A
CONCEPT:A CAR
DEALERSHIP THAT
WORKS LIKE A
MATCHMAKER
18

19. What it is...
This grid is used to divide a market into distinct groups within which
all customers share relevant characteristics that distinguish them from
customers in other segments.
How we used it...
We segmented our users according to personal and the some of the
offerings from car dealers that were most relevant to customers.
Why it is important...
This highlighted the most important offerings and which ones could
benefit from potential design solutions.
19
VARIETYOF
MODELS
WARRANTIES
TRADE-INS
IN-STORE
EXPERIENCE
SALES/DEALS
CUSTOMIZATION
AVAILABILITY
TECHIE
STATUS
SEEKER
COMFORT
LOVER
DRIVING
AFICIONADO
PRAGMATIST
TRADITIONALIST
IMPORTANCE/ INTEREST
High
Moderate
Low
Currently
Mishandled
Key
Offering
Transparency
Needed
Customers
Offerings
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSMARKET
SEGMENTATION
19
MARKET
SEGMENTATION

20. Summary:
We selected three archetypes based upon customers segments that
were identified in our segmentation grid. The archetypes are built from
collectively inherited unconscious ideas, patterns of thought, images,
etc. Each of these archetype was then developed into three personas
that include a heavy-user, light-user, and non-user.
20
the status
SEEKER
the expert
TECH GURU
the convenience
SEE K E R
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSTARGET
GROUPS
20
TARGET
GROUPS

21. 21
QUOTE
the status
SEEKER
ARTIFACTS
TECHNOLOGY HOW SHE IS DIFFERENT
VALUE PROPOSITION
what can’t melissa
live without?
PERSONALITY
SERVICE EXPECTATIONS
MELISSA
(WHO) For
status seekers
(WHY ) that wants/needs
vehicles to conspicuously consume
(WHAT) new car dealers
are a centralized gallery
(HOW) that delivers
practical and stylized automotive consultation
WHAT I WANT TO GET
A beautiful new car
WHAT I WANT TO FEEL:
Validated in my position of privilege
WHAT I ASPIRE TO BE
Someone people talk about
Unlike her friends, Melissa wants
both a soaring career and a
wealthy husband. Her event
planning service has always
afforded her a high standard of
living, but she remains restless in
her ambition.
Before:
Melissa envisions a beautiful showroom, housing the glistening toys that
will become her most prized fashion accessory. She expects the salesman
to guess her aesthetic taste, and intuit her intent to buy. She believes any
inconveniences imposed upon normal clientele can be avoided due to her
good looks and thick wallet.
During:
Melissa expects to feel both enthralled and overwhelmed at the dealership.
She is used to people fawning over her, but envisions having trouble
understanding the more technical features. She expects top notch service
that guides her through her choices.
After:
After purchasing her new car, Melissa wants to feel rejuvenated and
validated. She demands flawless operation of her vehicle, and assumes the
dealer will call her when it is time to come in for any regularly scheduled
maintenance.
GOALS
sense
trigger sound system
seeing paint
job in sun
touching
steering wheel
intensity high high low
pleasantness high mild medium
SENSORY IMPRESSIONS
Age 32, Event Planner from
v, NJ
it and internet
using software
using mobile / tablet apps
using social networks
Conscientiousness Agreeableness Extroversion Neuroticism Openness
DAY-IN-THE-LIFE
Wake up at
6am to Lana
del Rey alarm
Shower, dry
and mousse
hair, put on
makeup,
choose jewelry
Grab
granola bar
from pantry,
coffee from
Starbucks
Drive to
country club
to meet
prospective
clients
Visit potential
event venues,
sample food
and wine
Lunch with
girlfriends at
Chime on 9th
Swing by
office to pick
up folios and
delegate tasks
Blind date
at Blue with
Brooks (an
investment
banker)
Drinks and
dancing
with Brooks
Grab a cab
home
Pick
tomorrow’s
outfit before
bed
21
PERSONA
LIGHT-USER

22. 22
it and internet
using software
using mobile / tablet apps
using social networks
QUOTEARTIFACTS
TECHNOLOGY HOW HE IS DIFFERENT
VALUE PROPOSITION
what can’t Ben
live without?
PERSONALITY
SERVICE EXPECTATIONS
(WHO) For
modern techies
(WHY ) that wants/needs
perpetual digital novelty
(WHAT) new car dealers
are deeply knowledgeable automotive allies
(HOW) that delivers
the opportunity to learn and test the latest
developments
Unlike his friends, Ben researches
cutting edge technological
research in his spare time. He’s
fascinated by flow batteries,
quantum computing and grapheme
transistors, and can’t wait
until these breakthroughs are
commercialized.
Before:
Ben is intrigued to see if the vehicles’ interactive systems are as intuitive
as the articles he’s read. He wants to make sure his technological passion
doesn’t set him up to be taken advantage of, so he is also slightly anxious
about that. Finally, Ben knows that if he does decide to buy a new car
today, he will be in for quite a lot of paperwork.
During:
Ben has already read most of the information available in the brochure
for each model, so he is eager to get into the cars themselves. He wants
a salesman to be present while he is investigating the car’s features to
answer any and all detailed technical questions. However, he would also
like considerable time alone in the vehicles to fully understand them.
After:
Once Ben has bought his new vehicle, he plans to immediately share this
acquisition via his Online profiles. He expects any software glitches with
the car’s computer to be fixed in a timely manner, but accepts cutting
edge technology for what it is: unproven. He trusts, however, that the car’s
telematics will inform him when the car is due for service.
GOALS
SENSORY IMPRESSIONS
TAKE 20 MINUTE
BREAK TO PLAY
XBOX 360 ON GIANT
PROJECTOR
WAKE UP AT 5:30AM
TO ARDUINO-BASED
ALARM CLOCK
MORE WORK, THEN
OUT TO LUNCH FOR
NIGIRI WITH CO-
WORKERS
PUT ON NIKE FUEL
BAND, ROLLERBLADE
5 MILES
CONDUCT VIDEO
MEETING WITH SENIOR
VP OF R&D
QUICK SHOWER, THEN
COFFEE AND FRUIT AT
CAFE IZQUI
GET VEGETARIAN
TAKEOUT, READ
SLASHDOT AND WIRED
NEWS
DRIVE TO WORK,
LISTEN TO NPR’S
“MORNING EDITION”
BUILD CODE FOR
LOCALIZED LINUX
KERNEL
BUILD PRODUCT
PIPELINE MATRICES
IN ANALYTICA FOR
PHARMA CLIENTS
EAT CEREAL BEFORE
BED
DAY-IN-THE-LIFE
the expert
TECH GURU
BENAge 43, Engineer from
San Jose, CA
WHAT I WANT TO GET
Next generation UX in automotive form
WHAT I WANT TO FEEL
Like I’m living the future
WHAT I ASPIRE TO BE
A technological pioneer
Conscientiousness Agreeableness Extroversion Neuroticism Openness
sense
trigger
exterior styling revving engine control panel
UX
intensity
high medium medium
pleasantness medium medium high
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSPERSONAS
HEAVY-USER
22
PERSONA
HEAVY-USER

23. 23
it and internet
using software
using mobile / tablet apps
using social networks
QUOTEARTIFACTS
TECHNOLOGY HOW HE IS DIFFERENT
VALUE PROPOSITION
what can’t dale
live without?
PERSONALITY
SERVICE EXPECTATIONS
(WHO) For
temporary townies
(WHY ) that wants/needs
the flexibility of automotive travel
(WHAT) new car dealers
are approachable centers of expertise
(HOW) that delivers
guidance and assurance throughout a temporary car
ownership experience.
Unlike some of his colleagues, Dale
is a nomad. He has a boyfriend
back in Canada, who wants him to
move back North. Regardless of
his romantic life, Dale is a traveler.
Large possessions are therefore
transient, and he does not ascribe
emotional weight to those items.
Before:
While Dale has bought a car before, he has never been to a US
dealer. He is optimistic about the experience of buying a new
car, but is also cognizant of car salesman’s poor reputation.
During:
Dale believes strongly that he should not be rushed during his
purchase process. He wants a kind tone of exchange with the
salesman, and will not willingly engage in price negotiations.
He wants to feel informed about the car’s features and
reassured about the prospects for resale in the near future.
After:
Dale expects that the dealer handle all normal maintenance
issues, and he would like them to facilitate the eventual resale
of his new car. He wants to drive, but doesn’t want to deal
with the
GOALS
SENSORY IMPRESSIONS
LUNCH OUT AT LOCAL-
FOOD SIT-DOWN
WAKE UP AT 6AM
AT DESK FOR
REMAINDER OF
WORKDAY
RUN 3 MILES
DINNER OUT WITH NEW
FRIENDS
EAT BREAKFAST AT
HOME
WATCH CHOPPED
MEET PHYSICIAN
CHAMPIONS AT
DEPARTMENT MEETING
READ DWELL
GIVE PRESENTATION
ON HOSPITAL GROUP’S
BRAND IDENTITY
SKYPE BOYFRIEND IN
CANADA BEFORE BED
DAY-IN-THE-LIFE
the convenience
SEE K E R
DALEAge 30, Healthcare
Consultant from Portland, OR
WHAT I WANT TO GET
Straightforward car ownership
WHAT I WANT TO FEEL
Untethered
WHAT I ASPIRE TO BE
Internationally mobile
Conscientiousness Agreeableness Extroversion Neuroticism Openness
sense
trigger
paperwork tires
screeching
around corner
entering
dealership
intensity
mild high medium
pleasantness low high low
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSPERSONAS
NON-USER
23
PERSONA
NON-USER

24. 24
Key: Touch point Catego-
Human
Digital
Physical
Choose
matchmaking
methods
Wants to buy car
that speaks
to his
personality
Receive and
give feedback to
car
Be reminded of
“mile-stone”
Swap model
or choose new
element
See ad for
Otto
Visit
otto.com
See
testimonials of
happy customers
and “happy
couples”
Take
personality quiz
Receive results
Register
Be contacted by
dealershipMeet facilitator
Receive dossier
from facilitator
Test the
model(s)
Choose one
model for at
home trial
Return test
model to
dealership
Choose
“relationship
package”
Set up car
calibration
Celebrate new
car
Receive new car
gift from dealer
Test different
customizations
Key: Steps
Moment of Truth
Service
Encounters
24
Name car and
share news
Customize car
with builder
Encounter Phases
Phase 1: Discover Phase 2: Learn
Phase 3: TestPhase 4: Interact
Phase 5: Upgrade
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSSERVICE
ENCOUNTERS
24
SERVICE
ENCOUNTERS

25. 25
Take personality quiz Choose “relationship
package”
Set up car
calibration
25
1 2 3 4 5 6
TEAM
YELLOW
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
SERV
724
RADICAL
SERVICE
INNOVATION
PROFESSOR
ROBERT BAUMOMENTS
OF TRUTH
IMPORTANT
BECAUSE
Users can decide
whether the service is
worth it
Good starter kit for
users that don’t know
what they want
IMPORTANT
BECAUSE
Offers a variety of
custom options for the
user
Establishes a
connection between
user and facilitator
IMPORTANT
BECAUSE
Establishes the user’s
relationship with the
car
Make or break point
for the service quality
IMPORTANT
BECAUSE
Real-time visualization
of options
Familiarizes users to
service and product
Teaches about cars
IMPORTANT
BECAUSE
Presents flexibility in
membership
First time user
commits to the service
IMPORTANT
BECAUSE
Solicits continued
user engagement
Reflects changes in
user personality
CHOSE TO
PROTOTYPE
CHOSE TO
PROTOTYPE
Receive dossier from
facilitator
Test different
customizations
Swap model or choose
new element
CHOSE TO
PROTOTYPE
Key: Touch point Catego-
Human
Digital
Physical 25
MOMENTS
OF TRUTH

26. STORY
BOARD
Discover
LearnInteract
Upgrade
Test
26
IMPORTANT
PHASES

27. Discover
Ben sees an advertisement for Otto and decides to find out more Online. He sees
that there are two ways to arrive at a proposed match: a personality quiz, or an
interactive customization game. He decides to try both.
27
STORY
BOARD

28. Learn
After deciding he wants to meet his match, Ben arranges when Otto should call him.
After receiving a call from his facilitator at his arranged time, they meet at a cafe to
go over the service and learn more about his matches.
28
STORY
BOARD

29. Test
Ben decides he wants to take one of his matches for a trial run. After a week with
his model, Ben decides he wants to continue with the service. He signs up for the
basic membership plan since he isn’t ready to commit to long term ownership.
29
STORY
BOARD

30. STORY
BOARD
Interact
As Ben continues to use the car, it attunes itself to his needs. It also expresses
how it is feeling and if anything needs maintenance. When a year has passed, Otto
reminds him to celebrate by using the component upgrade included in his plan.
30
STORY
BOARD

31. Upgrade
Ben brings the car back to his local Otto store for new rims. He’s feeling proud to
see his car improving and likes that his car is growing with him.
31
STORY
BOARD

32. Summary:
Different methods were used to prototype this concept and gather
user insights. We constructed a desktop walkthrough with Legos and
engaged users to build their desired dealership with various prepared
pieces. A low-fi user interface for the car, dossiers with three vehicles
types, and a smartphone interface were designed to roleplay scenarios
that could show how the car may interact with the driver.
DESKTOP
WALKTHROUGH ARTIFACTS ROLE PLAYING
32
PROTOTYPING
METHODS

33. PERSONA
MATCHES
CAR TECHIE TECH SAVVY TECH SAVVY CAR TECHIE
JOHN PAUL FORREST MARGARET BRANDON
33
PROTOTYPING
PARTICIPANTS

34. 34
click here
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSPROTOTYPING
VIDEO
34
PROTOTYPING
VIDEO

35. DESKTOP
WALK-THROUGH
GENIUS
BAR
PRIVATE
ROOM
MECH.
AREA
GALLERY
KID
AREA
SHOW
CASE
MECH.
AREA
SHOW
CASE
DYNO
TRACK
HELIPAD
ENTRANCE
ENTRANCE
GALLERY
JOHN PAUL, FORREST, MARGARET BRANDON
35
DESKTOP
WALKTHROUGH

36. 1T H E “ O P P O S I T E S A T T R A C T ”
www.otto.com/ben
MPG Top speed Trunk Volume Stopping Distance
30 140 mph 26.3 ft3
113 ft
Efficiency rating Seats Dimensions Personal Space
5.2 4 210 in x 72
in x 48 in
7.8
You do not have to own a car that is exactly
you. You can always go against the grain, and
have you car be that weekend personality your
colleagues never get to see.
MPG Top speed Trunk Volume Stopping Distance
48 109 mph 20 ft3
120 ft
Efficiency rating Seats Dimensions Personal Space
6.9 4 196 in x 68
in x 52 in
5.5
There is no denying it, this is how you feel about
this car: “I’m my beloved and my beloved is
mine.” If only it could understand you when you
speak it would be perfect.
And it does. And it is.
2T H E “ S O U L M A T E ”
www.otto.com/ben
MPG Top speed Trunk Volume Stopping Distance
60 165 mph 16 ft3
126 ft
Efficiency rating Seats Dimensions Personal Space
9.2 2 170 in x 70
in x 46 in
8.9
Woah! This one commands attention. It zigs
when everyone zags. And it is so much fun.
Yep, you are up for fun right now. So wave to
the appreciative crowds as you ride away.
3T H E “ W I L D C A R D ”
www.otto.com/ben
USER TO facilitator:
dossier for first encounter
36
ROLE
PLAYING

37. ROLE
PLAYING
USER TO interface
lo-fi, hi-res prototype
37
ROLE
PLAYING

38. www.otto.com/ben
We are excited to start this journey!
We believe ownership is overated. Otto members receives
incredible treatment and are considered a part of our community.
Rather than sell you a car and let you be on your way, we provide
you with an option to “bounce” on a monthly basis. Our members
enjoy the low hassle freedom of enjoying their vehicle instead of
letting it become another heavy expense that loses value over time.
Cheers,
OTTO
B A S I C M E M B E R S P R E M I U M M E M B E R S
O T T O M E M B E R S H I P
all members receive:
1 vehicle model
5 custom elements
infinite warranty
3 year new model switch
1 free element change
*additional elements can be added “a la carte”
1 year new model switch
3 free element changes
*additional elements can be added “a la carte”
valet dealer service
terms and conditions
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ligendit
please sign
x
select plan select plan
ROLE
PLAYING
USER TO facilitator:
membership prototype
38
ROLE
PLAYING

39. “The whole
system is murky
and I’m tired of
dealing with it
[financing]”
“I wouldn’t
create a new
brand, I would
align with an
existing one”
“I would add a
kids area and I
like the idea of
the self-serve
amenities”
“I like the idea
of one point of
contact”
FEEDBACK ON
PROTOTYPES
NAME TESTER
CAR TECHIE
JOHN PAUL
39
FEEDBACK
ON PROTOTYPES

40. NAME TESTER
“I would like
to watch them
[the cars] being
made”
“Smaller tables
are more
intimate [for
conversation]”
“I like the
idea of having
a visual so
I can make
eye contact
[in being
approached”
“Service and
car dealerships
should be
together”
TECH SAVVY
FORREST
TECH SAVVY
MARGARET
40
FEEDBACK
ON PROTOTYPES

41. “I’m more
interested in
the product
than the service”
“I might buy a
lesser model,
take it home
and customize
it myself”
“I would like to
see a list of all
the parts I can
customize”
“I wouldn’t call
a dealership”
NAME TESTER
CAR TECHIE
BRANDON
41
FEEDBACK
ON PROTOTYPES

42. People are willing to pay a
premium for not negotiating and
having a centralized trusted
source.
The barriers to entry are much
more legally complex than initially
thought
1 4
Car techies were interested in
seeing cars performance and
aesthetics where the tech-savvy
were more interested in the
human interactions.
Realized Ben the “techie” is not
our target market
2 5
Breaking payment per mile
usage instead of time-based,
related to depreciation
Need to have IP
3 6
42
INSIGHTS FROM
PROTOTYPES

43. 43
BUILDING A
BUSINESS MODEL
FOR OUR NEW-TO-
THE-WORLD IDEA
43

44. 44
A distinct car brand and a service that
customizes and personalizes cars.
Matchmaking Building Living
44
CONCEPT
REFINED

45. Summary:
A value proposition is a full set of benefits a company promises to
deliver. We developed Otto’s value proposition to clearly state the
intent of the service and how it differentiates from a standard car
dealership.
45
(WHO) For satisfaction seekers
(WHY) that want to personify their vehicles
(WHAT) Otto is a new car shop selling relationships instead of ownership
(HOW) which delivers a more meaningful automotive experience.
(PRIMARY ALTERNATIVE) unlike standard new car dealers
(KEY DIFFERENTIATION) our service matches cars to the customer’s personality
(PROOF) because a car is a form of personal expression.
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSVALUE
PROPOSITION
45
VALUE
PROPOSITION

46. What it is...
This tool is used to highlight the core product offered by the service as
well as facilitating services, enhancing services, features and benefits.
How we used it...
We utilized this tool to clearly define our the main offerings within our
service concept and how they relate to potential customers.
Why it is important...
This infographic provides a visual hierarchy to the
main elements offered by our service concept.
46
CORE
A car provider that
facilitates memberships
instead of ownership
FACILITATING
• Car customization
• Personality quiz
• Training for agents
• Sales packages by
length of time
ENHANCING
• Trial period
• Celebrating milestones
• Personalized feedback
• Maintenance inclusion
• Element co-creation
FEATURES
+ BENEFITS
• UI personalization
• Model swaps
• Back out option
• Naming vehicles
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSSERVICE
PACKAGE
46
SERVICE
PACKAGE

47. 47
M
O
O
B
T
M
B
T
Otto
Tesla
Mini
BMW
PERSONALIZATION
PremiumAUDIENCE Mass Market
High
Low
O
What it is...
Positioning maps are a great tool to visualize competitive positioning,
developments over time, and to develop scenarios of potential
competitor responses.
How we used it...
We used this positioning map to place well known car brands beside
Otto to visualize our concept’s competitive advantage.
Why it is important...
This map highlights Otto’s high personalization in premium and mass
markets to be an advantage over competitors.
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSPOSITIONING
MAPS
47
POSITIONING
MAP

48. 4848
• Equity (manufacturing agreement)
• Employee salaries (tied to willingness to recommend)
• Car maintenance
• Physical space
• Marketing
• Car manufacturer
• Property owners
• Data suppliers
• Transport services
• Car user interface
• Mechanics
• R&D: designers and
engineering
• Facilitators
• Car manufacturer
• Dossiers
• Ads
• Interactive website
(quiz + game)
• Cars
• Dealership
• Training
• Matchmaking
• Plan sales
• Assemble cars
• Manage business
relationships
• Flexible
• Meaningful
• Involved
• Loyalty (brand & user)
• Milestone celebrations
• Trial based test drives
• Personality
assessment
• Modular cars
• Membership plans
• Customizable parts
• Digital assistance
• Techie: gadget guru
• Personifiers
• Commitment phobes
• Trend setters
• Customizers
• DIYers
• Initiation fees
• Monthly payments
• Upgrade payment
• Sell data
Partners
Cost Structure Revenue Streams
Processes Offering(s) Relationships Customers
Resources Channels
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERS
What it is...
The Business Model Canvas is a tool that allows you to begin to build a
business model that covers nine major building blocks.
How we used it...
We used this tool to discuss different strategies and show how Otto
intends to make money.
Why it is important...
This simple infographic covers four main areas of Otto’s business
model: customers, offer, infrastructure, and financial viability.
BUSINESS
MODEL CANVAS
48
BUSINESS
MODEL CANVAS

49. 49
• Equity (manufacturing agreement)
• Employee salaries (tied to willingness to recommend)
• Car maintenance
• Physical space
• Marketing
• Car manufacturer
• Property owners
• Data suppliers
• Transport services
• Car user interface
• Mechanics
• R&D: designers and
engineering
• Facilitators
• Car manufacturer
• Dossiers
• Ads
• Interactive website
(quiz + game)
• Cars
• Dealership
• Training
• Matchmaking
• Plan sales
• Assemble cars
• Manage business
relationships
• Flexible
• Meaningful
• Involved
• Loyalty (brand & user)
• Milestone celebrations
• Trial based test drives
• Personality
assessment
• Modular cars
• Membership plans
• Customizable parts
• Digital assistance
• Techie: gadget guru
• Personifiers
• Commitment phobes
• Trend setters
• Customizers
• DIYers
• Initiation fees
• Monthly payments
• Upgrade payment
• Sell data
Partners
Cost Structure Revenue Streams
Processes Offering(s) Relationships Customers
Resources Channels
BUSINESS
MODEL CANVAS
49
BUSINESS
MODEL CANVAS

50. 50
OTTO
I was born from the
need to humanize car
dealerships
I offer memberships
for modular cars that
are tailored to fit your
lifestyle and personality
I help people that want
satisfying relationships
with their vehicles
I am flexible,
transparent, and quirky
I ease your mind
with a pressure free
relationship that
moves you
I believe cars should
have personalities with
purpose
I exist to facilitate a
modular automotive
ecosystem
I stimulate satisfying
relationships between
people and cars
HERITAGE OFFERING
AUDIENCE
PERSONALITY BENEFITSVALUES & BELIEFS
MISSION ON EARTH
VISION
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSBRAND
IDENTITY
What it is...
The brand identity map personifies the brand through first person
statements. These statements help to define several aspects that
represent Otto.
How we used it...
We used this tool to verbally describe our desired identity for the Otto
brand.
Why it is important...
This describes the brand in simple statements that are easy to grasp.
50
BRAND
IDENTITY

51. 51
OTTO
I was born from the
need to humanize car
dealerships
I offer memberships
for modular cars that
are tailored to fit your
lifestyle and personality
I help people that want
satisfying relationships
with their vehicles
I am flexible,
transparent, and quirky
I ease your mind
with a pressure free
relationship that
moves you
I believe cars should
have personalities with
purpose
I exist to facilitate a
modular automotive
ecosystem
I stimulate satisfying
relationships between
people and cars
HERITAGE OFFERING
AUDIENCE
PERSONALITY BENEFITSVALUES & BELIEFS
MISSION ON EARTH
VISION
BRAND
IDENTITY
51
BRAND
IDENTITY

52. MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERS
52
PARTIAL
MODULARITY
F U L LMODULARITY
C O - C R E AT E D
RESEARCH &
DEVELOPMENT
1 2 3
• Establish supplier agreement
• Build customer base
• Neophiles
Deliver
• Limited modularity
• New brand
• Car matchmaking
$ • Equity financing
• Membership dues
• Begin element design and
manufacturing
• Expand customer base
• Simplicity Seekers
Deliver
• Full modularity
• In House Design
$
• Equity financing (Cont.)
• Membership dues
• Element charges
• Initiate co-creation program
• Offer brand variations
• Designers and car enthusiasts
Deliver
• “Choice engine”
• Trusted brand
• Customer created designs
$ • Membership dues
• Element charges
YEAR 0
YEAR 5
YEAR 10
52
IMPLEMENTATION
ROAD MAP

53. Summary:
The most important output of this concept is the value created for
multiple stakeholders. Below is a stakeholder map and highlighted
stakeholders along with the value created for them. We believed
this was important to display how this concept can
be a real game changer in this sector.
53
User
Facilitator
Investor
Facilitators
Otto Builder
Other
members
Cleaning
Staff
Security
USER
FRONT STAGE
BACK STAGE
Financial Expert Design Team
Other
drivers
Investors
Manufacturer
Ad
Agency
A satisfying relationship with their car
Meaningful and pressure free
working environment
Consistent and simple revenue
streams from membership plans
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSVALUE
CREATION
stakeholder value
53
VALUE
CREATED

54. 54
DESIGNING THE
BRAND MESSAGES
FOR OUR CONCEPT:
OTTO, OUR SERVICE,
MADE TANGIBLE
54

55. 5555
Visual
Palindrome alludes to
reconfigurability
Ambiguous, reads as
car viewed from both
side and front
Verbal
Naming:
Sounds like “auto” but
is a human name
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSBRAND
EXPRESSION
55
BRAND
EXPRESSION

56. 5656
Futura Bold STD
abcdefghijklmnopqstuvwxyz
Visual
Deep blue and
orange-yellow
combination:
modern and
clean
Modernist
Typeface: clean,
modern, simple
& perfectly round
“O” Glyph.
Verbal
MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERSBRAND
EXPRESSION
56
BRAND
EXPRESSION

57. BRAND
EXPRESSION
Summary:
Many of the current terminology that refers to the new car dealer sector
has become standard. This infographic highlights how we intend to re-
brand the typical terms associated with the sector to help our service
differentiate from common dealerships deemed untrustworthy.
57
Otto-Builder
Otto-FacilitatorSalesman
Mechanic
Otto-ShopDealership
Facilitators
Otto Builder
USER
FRONT STAGE
57
BRAND
EXPRESSION

58. MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERS
Summary:
One of the artifacts we designer for prototyping was a dossier that
included the information of each vehicle. The idea of providing the
customer with only one option lacked excitement. So we decided to
offer two other options to provide more variety to this experience.
www.otto/ben
MPG
Top speed
Trunk Volume
Stopping Distance
60
165 mph
16 ft 3
126 ft
Efficiency rating
Seats
Dimensions
Personal Space
9.2
2
170 in
8.9
Woah! This one commands attention. It zigs
when everyone zags. And it is so much fun.
Yep, you are up for fun right now. So wave to
the appreciative crowds as you ride away.
3T H E “ W I L D C A R D ”
58
2T H E “ S O U L M A T E ”
www.otto/ben
MPG
Top speed Trunk Volume Stopping Distance
48
130 mph
20 ft3
120 ft
Efficiency rating
Seats Dimensions Personal Space
6.9
4
210 in
5.5
There is no denying it, this is how you feel aboutthis car: “I’m my beloved and my beloved ismine.” If only it could understand you when youspeak it would be perfect.
And it does. And it is.
www.otto/ben
MPG
Top speed
Trunk Volume Stopping Distance
30
108 mph
26.3 ft3
113 ft
Efficiency rating
Seats
Dimensions Personal Space
5.2
4
196 in
7.8
You do not have to own a car that is exactly
you. You can always go against the grain, and
have you car be that weekend personality your
colleagues never get to see.
1T H E “ O P P O S I T E S A T T R A C T ”
Visual
Huge numerals
in classic
typeface: Otto is
bold but tasteful
Gray cars and
limited color:
“now choose
only your model,
please”
Verbal
Zany categories:
Otto is quirky and
cheeky
www.otto.com/you:
this is all about
you as an unique
individual
Funny but true-
to- emotions text:
Otto gets how
picking your car an
expression of you
58
BRAND
EXPRESSION

59. Summary:
We wanted the Otto brand to express the same modularity offered
by its vehicles. To do this we intend to allow users to customize the
Otto logo according to their preference as well as the look of their
documentation. Below are two examples of the logo and dossiers
potentially created by users.
59
www.otto/ben
MPG Top speed Trunk Volume Stopping Distance
30 108 mph 26.3 ft3
113 ft
Efficiency rating Seats Dimensions Personal Space
5.2 4 196 in 7.8
You do not have to own a car that is exactly
you. You can always go against the grain, and
have you car be that weekend personality your
colleagues never get to see.
1T H E “ O P P O S I T E S A T T R A C T ”
In www.otto.com/benDossier for Ben Dossier for Lisa In www.otto.com/lisa
Visual
Verbal
Ben’s favorite color
is blue. He is a
convertible fanatic
Lisa is into
illustrations and
loves the Bug
59
BRAND
EXPRESSION

60. MONICA
TISMINESKY
MARK
HEMPHILL
MICHAEL
BUQUET
BHAVIKA
SHAH
TEAM
MEMBERS