Toyota asked R/GA to provide them with a strategic outlook and guidance on how to grow their Fleet offering. Fleet offer vehicles and services to businesses of all sizes across Australia. My role was to define an approach that would build an understanding of their customers and validate Toyota's existing roadmap.
I designed co-creation sessions to run with existing customers. These involved an initial interview, a custom capability mapping exercise and an ideation session to co-create solutions with customers.
The capability mapping exercise asked customers to identify services they use and map them based on how frequently they utilised them. The aim was to build a snapshot of their world.
After working with the customers, I synthesised findings into insights and behavioural models which Toyota would be able to use to prioritise their service roadmap.
The primary outcome was the development of initial Archetypes to represent the customers. I ran a workshop with the clients to take them across the Archetypes and learn how to apply them.