PROJECT OVERVIEW
I worked in a team on a project investigating new digital services for car rental, leasing, and car dealerships.
Many details of this project are confidential, and I cannot share images or specifics of the new services or final conclusions. I can, however, share the process of testing new digital services with Møller Bil customers and employees, and how we explored their potential value through research, prototyping, and validation.
I worked as a service designer in a multidisciplinary team. We all contributed across the project, including interviews, workshops, surveys, analysis, prototyping, and testing.
CORE OBJECTIVE
The car industry has long been ahead of the curve in technology and design, but changing mobility habits and the rise of digital-first services have created new expectations. Services such as car sharing, flexible access, and subscription models have changed how people think about owning and using a vehicle.
We were tasked with helping Møller Digital test and further develop new service ideas to understand whether they could bring value to both the company and its customers. Our main goals were to develop and prototype the services, test them qualitatively and quantitatively, and synthesize the findings into clear recommendations.
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Step 1
We began by understanding both the proposed services and the target audiences they were meant to serve.
This phase gave us a starting point for testing and exploration, while helping us build empathy and a shared understanding of a complex service landscape.
Step 2
We then worked on prototyping how the potential services could function, with the goal of using the prototypes to gather richer feedback.
As we received feedback from customers, employees, and service workers, we iteratively improved the prototypes to better reflect realistic service experiences.
Step 3
Next, we evaluated the prototypes to gather more insight and identify where the concepts could be improved before further testing.
After evaluating the prototypes, we continued with field testing at Møller Bil Service locations, street interviews, and survey preparation. The project concluded with a final report and presentation to the Møller Digital management team, where our findings and recommendations were well received.
The project resulted in a structured exploration of new digital mobility services, along with tested service concepts and a comprehensive report for further internal use.
Through interviews, workshops, cognitive walkthroughs, field testing, and survey preparation, we evaluated how the concepts were perceived by customers, employees, and service workers, and identified where they showed promise and where they needed refinement.
The findings were presented to the Møller Digital management team and other stakeholders, and the work was well received as a valuable foundation for continued exploration and decision-making around future digital mobility services.
Lessons learned
This project taught me the value of testing ideas from multiple angles before making strategic decisions. By combining interviews, workshops, prototype testing, fieldwork, and survey planning, we built a richer understanding of both customer needs and service feasibility.
It also strengthened my experience working as a service designer in an interdisciplinary setting, where the work involved both exploratory research and practical validation. I learned how important it is to iterate continuously, challenge assumptions, and translate complex findings into clear recommendations for stakeholders.
Key takeaways from the project
Exploring concepts with users and stakeholders early made it easier to identify weak points and improve the services before any major investment.
Field testing and street interviews showed how important it is to understand services in the environments where they are actually experienced.
Combining qualitative and quantitative methods gave us a more complete picture and made the final recommendations stronger and more credible.