White Carbon is a Gandhinagar, Gujarat based electric vehicle startup, which established in the year 2020. They currently manufacture two models namely O3 and GT5.
OBJECTIVE OF THE DESIGN AUDIT
1
To measure the organization's current position in the market ecosystem by studying it's functions, stakeholders, internal-external processes with a critical design lens.
2
To understand the market forces and the consumer behavior towards White Carbon and it's offerings by applying qualitative design research tools.
3
To gauge White Carbon's internal functioning and inter - connectedness between various verticals and top management.
4
To create a new opportunity based on the research findings.
INSIGHTS GENERATED
Sales executive is an important pillar for White Carbon's success. A sales executive acts as a touch point for on boarding, product experience, test drive, excitement factor, informed decision making and overall in-store experience of a customer.
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Generated from Attribute Analysis
Hero electric holds the biggest market share in EV industry. The graph clearly depicts that majority of their products are placed in medium speed segment, through which we can infer that the presence of EV buyer are majorly seen in this region. This signifies majority of customer who show interest in buying EV end up buying a medium speed vehicle since they are neither too heavy on pockets nor are they low in speed.
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Generated from Competitors mapping
Considering Ather's in-store service experience as an industry benchmark, White Carbon needs to improvise in areas such as Store Experience, Sales representative, excitement factor, onboarding, financing and helping customers take informed decisions.
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Generated from Attribute Analysis
Scope for newer designation which would reduce the burden on core team and enable them to work more efficiently in their prime areas and grow.
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Generated from Organizational function mapping
Design an interactive brochure which not just gives information about the product but also doubles up as a checklist to what all information to be known or asked for, this transparency boosts trust and confidence in customer.
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This also acts as a benchmark for sales executive in terms of what all aspects to be covered and in what sequence, thus setting up a standard across the showrooms.
THE APPROACH
Strategy
Scan
Sense
Structure
Solution
Primary Observation
Validation
Netnography
Observation
Case studies
Literature review
Stake holder mapping
Interviews
Shadowing
Stakeholder interviews
Questionnaire
Auto-ethnography
Survey safari
SWOT
Why analysis
Probing
PESTEL analysis
Star fish model
Affinity mapping
Secondary
Primary Interaction
Analysis
PROCESS STRATEGY OVERVIEW
SECONDARY AUDIT
1,16,669
UNITS
India is World’s 2nd largest 2W market
5th largest personal vehicle market
7th largest consumer vehicle market
ELECTRIC VEHICLE MARKET SHARE
CASE STUDY
Why YObykes product fails in the market?
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Battery Problem
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Unavailability Of Spare Parts
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Speed (Max 60)
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Few Service centers
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Body disassemble after some time due to cracking joints eg. headlamp box, under seat etc.
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Poor high terrain performance(low torque)
NETNOGRAPHY
AFFINITY MAPPING
Major problem areas identified through netnography
Charging stations
Price to performance ratio
Battery weight
Battery safety
Charging time
Waiting period for vehicle
WHITE CARBON ORGANIZATIONAL FUNCTION MAPPING
Identified roles
Business & Growth Strategist |
Training Program Head
Dedicated Sales & Marketing Team |
Human Resource Manager
ASSEMBLY UNIT MAPPING
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Production capacity of maximum 30 vehicles during peak.
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Total 20 staff can work during peak time
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Battery is not a part on this plant's inventory
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Battery pack is outsourced in batches of 10 units as per demand.
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Inventory for 100 vehicles and 250 in stock(ready for dispatch)
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Mr. Rushav operates and administers plant operations along with Mr. Pratik.
DEALERSHIP VISITS
As a Customer
As a Researcher
SERVICE SAFARI - COMPETITORS DEALERSHIP VISITS
Revolt - Ahmadabad
Ather - Ahmadabad
ATTRIBUTE COMPARATIVE SCORE CARD
ATTRIBUTE SCORE CARD MAPPING
COMPETITOR MAPPING, ANALYSIS ON THE BASIS OF SEGMENT CAPTURED
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White carbon has placed both of their products in a highly competitive segment. According to our analysis White carbon could position a new product in medium speed segment where there are less and worthy competitors.
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Hero electric holds the biggest market share in EV industry. The graph clearly depicts that majority of their products are placed in medium speed segment, through which we can infer that the presence of EV buyer are majorly seen in this region. This signifies majority of customer who show interest in buying EV end up buying a medium speed vehicle since they are neither too heavy on pockets nor are they low in speed.
USER INTERACTION, PERCEPTION ANALYSIS
SURVEY REPORT
SUGGESTED INTERVENTION AND STRATEGIC ROAD MAP
Mr. Pratik