Developing New Service Ideas from the Brand Core
Starting from the defined brand core, we explored potential directions for new services through a series of workshops. We identified key opportunity areas to guide ideation and translated them into concrete service concepts.
User Interviews
We developed eight service concepts and conducted interviews with SUBARU users in both Japan and the U.S. Their feedback, perspectives, and values were used to evaluate the concepts and identify the most promising direction for further development.
Concept Selection
Based on the interview findings, we selected three service concepts to move forward with for further development.
To prepare for the next round of user interviews, we translated each concept into a landing page, making the ideas more tangible and easier for participants to understand and evaluate.
User Interviews & Concept Refinement
At this stage, we conducted interviews with users in the U.S. and refined each concept based on the insights gathered. Through this validation process, we narrowed the concepts down to one that showed the strongest potential in terms of both feasibility and impact.
The interviews were conducted with nine U.S.-based participants who each owned at least one SUBARU vehicle.
Prototype Development & User Testing
To validate the selected service concept in greater detail, we developed an application prototype as an MVP.
During user testing, participants interacted directly with the prototype, allowing us to evaluate not only the overall validity of the service concept but also its usability and the value of the experience it provided.
The feedback helped us identify specific areas for improvement and further refine the concept toward future implementation.
