From sharing a car to hailing a ride, BMW and Daimler have come together in a joint venture to reinvent mobility. SHARENOW a sharing platform into one app, gives urban people an access to more than 20.000 vehicles within 30 countries worldwide.
- SHARE NOW, Daimler & BMW
- Automotive
- Hamburg & Berlin, Germany
- Team Work (8 members)
- Business Strategy, UX/UI
What if moving through your city and heading off on vacation were just as quick and spontaneous?
Key objectives.
- Defining a new 0→1 business model
- Scaling from Pilot to Product market fit
- Defining and executing strategy
- Refining the scope for a global expansion
- Leading field research & interviews
Outcomes.
- market scale up in a year
- Global revenue
- customer growth
- customers worldwide
- User interviews in Europe
CHALLENGE.
Traditional car rental experiences are often slow and cumbersome. We set out to disrupt this model by combining the convenience of free-floating car sharing with the freedom to travel beyond city limits. This ambition required a fundamental rethinking of the service value proposition and a redesign of the entire business model to elevate the customer experience.
CONCEPT.
Through the app, we reimagined the rental experience by leveraging modern mobility assets and technology. We introduced a new service direction that delivers a seamless, end-to-end customer experience. As part of this shift, we significantly reduced the friction typically associated with long-term rentals, resulting in SHARE NOW’s Long-Term Car Sharing service.
ORDER SHARE NOW TO YOUR DOORSTEP.
Book a car right in the app. No paperwork, no queues, no car rental stations. On the day of the customer trip the car will be delivered to their requested pick-up spot. Users can then roam freely outside the city area for up to 30 days. When they are done, they simply drop off the car on any street with no need to refuel or return the vehicle. Customers used to call it pure mobility freedom.
RESEARCH PROCESS.
Throughout the design process, we analyzed the existing competitive landscape to challenge the status quo and reframe our service offering through a Blue Ocean Strategy approach. We sought a balanced approach, combining quantitative data, Playing to Win strategic principles, and qualitative insights. To achieve this, we conducted field research across three European countries, visiting and interviewing users to deeply understand their experiences and unmet needs. This research generated valuable insights that informed both service improvements and new business opportunities. Following an initial ideation phase, we focused on developing a minimum viable service to test market response, choosing Italy as the first market for scaling. Despite the challenges posed by the COVID-19 pandemic, multiple iterations allowed us to refine the offering and ultimately reach product–market fit.
YOUR CAR ANYTIME, ANYWHERE.
Now, through the app and a desktop version, users have a quick access to a pre-booking option where in a few steps can easily reserved a car for their initial trip. Overall, the new offer simplified the process providing SHARE NOW customers a more seamless experience compare to other direct competitors which finally were extremely well received. After the launch, feedback received from our panel of customers helped us to move forward to an even better and on-going service solution.
