Maruti Subscribe

The brief

Maruti Subscribe created for millennials who are looking for renting car instead of purchasing it due to multiple reason in the era where Uber, Ola, Zoom Car and such other product services exists.

As, Millennial working professionals are frustrated with the selling of their cars on very depreciated price just because they have to switch jobs or move to other cities or countries for their career growth or also, millennial hates to invest so much money for a particular car and then due to risk of accidents and maintenance costs makes the car a huge liability for them. Though, they love to have their car in their premises but in the era of Uber and Ola and Zoomcar millennials just prefer to book Uber or Ola or rent Zoomcar for just the time period they need which leads to reduce the revenue growth of automobile industries.

We "the product designers": The product design team responsible for Maruti Subscribe was a multidisciplinary group consisting of professionals from various backgrounds, including:

1. Product Managers: These individuals spearheaded the project, identifying market trends, customer needs, and defining the product's core features and value proposition.

2. UX/UI Designers: We were responsible for creating an intuitive and user-friendly interface for the Maruti Subscribe app, ensuring a seamless and enjoyable user experience.

3. Automotive Engineers: Maruti Suzuki's team of experienced automotive engineers played a crucial role in adapting existing car models for the subscription service, ensuring they met regulatory requirements, and optimizing their performance for subscription usage.

4. Data Analysts: Data analysts played a pivotal role in gathering and analyzing market data, customer feedback, and operational data to refine the product and improve customer satisfaction continually.

5. Legal and Compliance Experts: This team ensured that the Maruti Subscribe service complied with all applicable laws, regulations, and safety standards in India.

Product Design Process: The development of Maruti Subscribe followed a systematic product design process:

1. Market Research: The team conducted extensive market research to understand Indian consumers' car ownership patterns, preferences, and pain points. This research formed the foundation for the product's design.

2. Ideation and Conceptualization: The product managers, in collaboration with UX/UI designers and automotive engineers, brainstormed ideas and conceptualized the Maruti Subscribe service. They envisioned a flexible and hassle-free car ownership model that would appeal to a wide range of customers.

3. Prototype Development: UX/UI designers created interactive prototypes of the Maruti Subscribe app to visualize the user interface and test its usability. These prototypes helped gather early user feedback and refine the design.

4. Collaborative Design Iterations: The team iteratively refined the product design based on user feedback, technical feasibility, and regulatory requirements. They focused on creating a seamless digital experience for customers, from selecting a car to managing subscriptions and scheduling maintenance.

5. Technical Implementation: Automotive engineers worked on adapting existing car models for the subscription service. This involved integrating telematics systems for remote monitoring and maintenance, as well as ensuring safety features met subscription usage needs.

6. Testing and Optimization: Extensive testing was carried out to ensure the reliability and safety of the Maruti Subscribe service. Continuous data analysis helped identify areas for improvement, leading to iterative optimizations.

7. Launch and Scaling: After rigorous testing and refinement, Maruti Subscribe was launched in select cities across India. The service's success in these initial markets paved the way for a nationwide rollout.

Results: Maruti Subscribe has been a game-changer in the Indian automotive industry. It offers customers a flexible and cost-effective way to access Maruti Suzuki cars without the burden of ownership. The product design team's meticulous approach and cross-functional collaboration have played a crucial role in its success.

Key outcomes of Maruti Subscribe from a product design perspective include:

1. Improved User Experience: The user-friendly app interface and the convenience of subscription-based car ownership have garnered positive feedback from customers.

2. Market Expansion: Maruti Subscribe has expanded to numerous cities in India, indicating its acceptance and popularity among consumers.

3. Data-Driven Improvements: Continuous data analysis and customer feedback have led to ongoing product enhancements, ensuring that Maruti Subscribe remains competitive and responsive to customer needs.

4. Regulatory Compliance: The legal and compliance team's efforts have ensured that Maruti Subscribe adheres to all relevant laws and safety standards, instilling confidence in both customers and regulators.