Innovation for the road: how design works with new business & technology
Roadside auto repair is a huge unorganized business in India. How do innovative business modeling, technology and design create radical impact?
By Partho Guha, Director, Elephant
Roadside auto repair shops are mostly run by small entrepreneur mechanics, located in every nook and corner of Indian roads. They tend to serve neighbourhood car & two wheeler owners for simple and quick repair jobs. With the advance of auto industry these small-scale entrepreneurs are constantly redefining themselves and finding their unique proposition. Overall there are a huge number of road size auto repair businesses facing tremendous challenge in staying relevant in today’s market.
Repair Mechanic business is neighbourhood oriented. They are small scale operations where the owner usually is the chief mechanic playing multiple roles like procurement of parts from market, accounts, trainer, liaison and such.
Autoji, is a young start up with a vision to create a differentiated business by making these auto repair shops to reinvent and be relevant. Taking up the role of being their support in re education, in-time doorstep supply and marketing their services. It is a technology based, scalable model to upgrade this demanding business.
Elephant worked on a Design led process to create “Autoji” along with R Sriram of Next Practice Retail & the AMG team. The team lent a language to the value proposition, brand, communication framework and design of retail space & expressions.
The process began with a deeper understanding of the auto repair shop and eco system. The team spoke with several repair shop owners, workers, fleet repair workshop owners, existing retail to look at gaps in the needs, gaps & aspirations.
The final solution was a combination of tongue in cheek, street smart identity that lent respect to the service and was bold enough to be looked upon as a reliable service & supply partner, enlarged toll free connect, an application, a delivery van and an efficient supply space.
Trust was build through a series of icon-based communication. Many repairmen have low education or are used to local language & scripts. Using strong sense of visual icons and local script helped connect with the main customer base.
It is important that the language that is used and facilities for service connect with the key user segment.
The retail proposition was kept simple and functional with a emphasis on organized appeal, appropriateness and lower cost proposition. Autoji is a good example for how design can be an enabler for the business and is not a cost heavy investment.
“Design is not always about fancy store fit-outs, flashy neon lights & marbled floors. Design is about creating a user aligned business proposition, its is about new, relevant and differentiated service offering that uses technology as a enabling platform. Core focus remains the user.”
Elephant is India’s Best Design Practice (ET-Brand Equity 2012-2014 ranking) with a multi-disciplinary experience of 27+ years having presence in India & Singapore and has been transforming brands, organizations & businesses using Design led Innovation.
PARTHO GUHA is a Visual Communication Designer, Co-founder & Director at Elephant. An alumnus of National Institute of Design, Ahmedabad, he regularly conducts workshops on design thinking & strategy. Partho is a passionate painter and divides his time between design process application, design led business strategy & roadmap and innovation.