LeasePlan is the leader in the Car-as-a-Service (CaaS) business active in 32 countries around the world. At the end of 2017, ‘Any car, anytime, anywhere’ was the aspiration set by LeasePlan. Now, LeasePlan is on a transformation path to go from a ‘car-centric’ company towards a ‘customer centric’ company. Other Mobility-as-a-service (MaaS) and CaaS companies had the opportunity to start matching ‘supply and demand’ from scratch (i.e. Uber). They were able to meet customer expectations in a more lean and modern way (i.e. utilizing smartphones, data etc.).
LeasePlan Digital gave us the task to map future mobility needs. ‘Jobs To Be Done’ was used as the research method. Based on this framework of needs, the team designed solutions in the form of strategic directions from a LeasePlan perspective. These could have ranged from a recommendation for an MVP to an advice to continue or stop working in a certain direction.
Considering the results from the people’s need perspective (desirability), and combining them to fit with the current market scenario and LeasePlan feasibility and portfolio fit, we designed two concepts placed in two horizons. Unfortunately, due to confidentiality, the deliverables of the project cannot be presented.