{"id":257,"date":"2008-08-13T17:56:50","date_gmt":"2008-08-13T16:56:50","guid":{"rendered":"http:\/\/www.jurecuhalev.com\/blog\/?p=257"},"modified":"2008-08-13T17:56:50","modified_gmt":"2008-08-13T16:56:50","slug":"scott-griffith-user-experience-is-in-our-mission-statement-zipcar-uxweek08-notes","status":"publish","type":"post","link":"https:\/\/www.jurecuhalev.com\/blog\/scott-griffith-user-experience-is-in-our-mission-statement-zipcar-uxweek08-notes\/","title":{"rendered":"Scott Griffith – User Experience is in our Mission Statement – Zipcar [uxweek08 notes]"},"content":{"rendered":"
\"North<\/a>Image by sachman75<\/a> via Flickr <\/span><\/div>\n

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Scott Griffith is CEO of ZipCar – http:\/\/www.zipcar.com<\/a><\/p>\n

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They record videos since it\u00e2\u20ac\u2122s easier to explain to new users.<\/p>\n

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Confluences of trends<\/strong> that they have to think about when designing a service<\/p>\n

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Gas prices<\/em><\/p>\n

Education members about Total Cost of Ownership (TCO)<\/p>\n

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Urban Living<\/em><\/p>\n

More people living in urban area then ever before. Cities in US are vitally important to lifestyles.<\/p>\n

About 40% percent of global population is living in a city, and in 20 years this number will grow to 60%. It\u00e2\u20ac\u2122s a worldwide trend.<\/p>\n

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Sustainability<\/em><\/p>\n

People are more concerned about greener and sustainable lifestyles. Living green is a big issue for consumers now.<\/p>\n

Example: hybrid only parking spaces<\/em><\/p>\n

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Self-service<\/em><\/p>\n

The ATM started this, but with Internet things like Netflix become commonly available service. Even self-service checkout option at the grocery stores.<\/p>\n

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Zipcar mission statement – to enable simple and responsible urban living<\/strong><\/p>\n

People aren\u00e2\u20ac\u2122t really in love with their car, they\u00e2\u20ac\u2122re really in love with the freedom that this car gives them<\/em>. So the goal is to give as much freedom to the users as possible.<\/p>\n

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It\u00e2\u20ac\u2122s all built on self-service built user community.<\/p>\n

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Five core values in place:\u00c2\u00a0<\/em><\/p>\n

Be a Zipster: develop a sense of belonging and an unparalleled user experiences for our membership community<\/p>\n

Keep it Simple: We win through simplicity and continuos innovation<\/p>\n

[and three more, less important for this presentation]<\/p>\n

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Another cool slogan: Selling car ownership – one hour at a time<\/p>\n

Every Zipcar takes 15-20 personally owned cars off the road. It also means that you save about 600 dollars a month.<\/p>\n

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The Zipcar Experience – Behind the Scenes<\/strong><\/p>\n

Philosophy – the experience is the brand<\/strong>.<\/p>\n

What back office tools and infrastructure is needed to be able to provide such experience to the front-office, it\u00e2\u20ac\u2122s something that\u00e2\u20ac\u2122s always on mind.<\/p>\n

They have 225k members randomly using 6k vehicles. Bad things happen, a lot.<\/p>\n

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Approach<\/strong><\/p>\n

Traditional product marketing replaced with experience team<\/p>\n

Member feedback and input<\/p>\n

Internal alignment on priorities<\/p>\n

Strengthen social contract members<\/p>\n

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Social contract with members<\/p>\n

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6 simple rules \u00e2\u2020\u2019<\/span> member education<\/p>\n

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The brand is about freedom, not about cars .<\/p>\n

The brand is the total experience and the experience is everything<\/p>\n

Core values that drive a culture of high performance service<\/p>\n

It takes a commitment to the experience approach from leadership – to make the hard choices<\/p>\n

A strong social contract with users – community<\/p>\n

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