Jeep
Jeep, an automaker owned by Stellantis group is a symbol of freedom, adventure and off-road capabilities known for rugged SUVs like the Wrangler and Grand Cherokee.
Brief
The exercise aims at developing a systemic and strategic analysis of a brand, understanding its current market and its offer, and then developing a possible future product service system to innovate its offering.
Shippong Accessories
Others
Videocheck
My Fleet Manager
24/7 Customer Care Service
Online
Test Drive
Dealerships
Physical
Service
Brand
merchandise
Others
Performance
& spare parts
Manufacturing
Bicycle
EV/Hybrid
Model
Off road/Adventure vehicles
Pickup trucks
SUV lineup
Cars
Transportation
Product
Duckling
Easter Eggs
Facebook Groups
Groups
Community
Digital
Sponsored
Events
Pop Ups
Events
Physical
Communication
Website
Social
Media
Jeep
wave
Jeep
Jeep Existing System
Insights
Wants
Reliability & Durability: Dependable, long-lasting vehicles.
Sustainability: Preference for eco-conscious brands and fuel-efficient or electric options.
Accessibility & Convenience: Easy-to-use features and a smooth car-buying process.
Authenticity & Identity: Strong brand identity and perceived quality.
Modern Tech: Seamless, trend-aware technology that adds real convenience.
Affordability: Price remains the top purchase criterion.
Doesn't Wants
High Costs: Dislike of high fuel, maintenance, and upfront expenses.
Short-Term Value: Avoid vehicles that don't offer long-term benefits.
Complexity: Frustration with overly complicated features or learning curves.
Outdated Tech: Resistance to obsolete onboard systems.
Supply Chain Uncertainty: Wary of instability from reshoring and localization shifts.
A reliable support system after purchase and maintenance from the brand.
An accessible service where it easier for me to get solutions to the product/ problems from an expert.
A communication with the brand that is clear, authentic and responsive.
Jeep Link
Jeep Link solves post-purchase issues with an AI-driven platform that builds trust, improves service, and reinforces Jeep’s innovative, customer-first identity, through real-time updates, smart support, and next level care that builds trust and loyalty
Products
Jeep Link extends vehicle lifespan through smart maintenance and proactive care.
Offers transparent servicing with real-time updates and intelligent insights.
Connects customers, dealerships, and the brand in a unified ecosystem.
Tracks vehicle history to optimize performance and service planning.
Service
Delivers AI-powered updates, virtual assistance, and live service tracking.
Sends preventive alerts and keeps a digital service history.
Connects users with certified service centers and supports efficient workflows.
Feeds analytics to Jeep for continuous design and strategy improvement.
Offering Map
Customer Data
Model Specific data
Customer Feedback
Get model specific data on recurring issues
Customer Feedback on performance and service
Data on customer preferences
Company
Service Management Tool
Aid in Diagnosis
Customer Feedback
Get information about issues and service history
Information on solving the issues
Order parts
Scheduling services & managing time
Customer Feedback
on service
Service Centers
Track history of ownership and services
Get regular updates
Track overall car health
Pop-up stores as knowledge centers
Informative Content on the Platform
Connect to service centers
Service Aid
Track Car History
Knowledge Center
Customers
Jeep Link
Customer Journey
Awareness and Onboarding
Discovers Jeep Link
Learning about the platform
App download, vehicle linking & signs up
Engagement
Guided tutorial
Maintenance alert & Schedules service
Service and Interaction
Confirms service detail
Vehicle drop-off
Interacts with staff
or AI
Collects the Car
Post Service
Reviews service summary
Provide Feedback
Loyalty and Retention
Reviews service history
Participates in events
Offboarding
Sells the car, onboarding of new owner
Touchpoint 1
Live Updates
Service Overview
Clear breakdown of issues, time, and costs.
Issue Discovery
Real-time alerts for additional findings with approval options.
Live Progress
Visual updates and videos of ongoing /resolved work.
Completion & Feedback
Final summary with
cost breakdown and feedback prompt.
Touchpoint 2
Smart Maintenance Guide
Smart Alerts
Proactive notifications for tire checks and critical maintenance.
Adaptive Insights
Personalized guidance based on pressure, terrain, and climate data.
Maintenance Guide
Videos, tips, and care routines to extend vehicle life.
Ten Types of Innovation
product system
Unified user–vehicle–service–AI system
Seamless maintenance & support
Boosts loyalty & retention
Blocks third-party competition
Service
Smart, transparent post-purchase care
Real-time updates & proactive alerts
Easy upkeep & feature discovery
Builds trust & brand loyalty
Customer Engagement
Builds emotional & practical connection
Promotes autonomy, transparency, reliability
Personalized, ongoing engagement
Turns ownership into a journey
Learnings
1. Following a proper methodology and thoroughly applying right tools during the process, inherently creates strategies that have high success rate. Product-service offer map helped us to make experience with the brand better
2. It is important to carry out research outside the area of brief to get better insights and to work on challenges that are most relevant. For example serviceability, repairability, reliability and durability are key aspects that customers look for in product today, which allowed us to narrow down to post purchase experience of the Jeep customers
3. Team combination matters a lot in outcome of the project. And the role that I have to take in the team depends on this combination
Click to see the entire presentation
Jeep
Jeep, an automaker owned by Stellantis group is a symbol of freedom, adventure and off-road capabilities known for rugged SUVs like the Wrangler and Grand Cherokee.
Brief
The exercise aims at developing a systemic and strategic analysis of a brand, understanding its current market and its offer, and then developing a possible future product service system to innovate its offering.
Jeep
Service
Product
Communication
Shippong Accessories
Others
Videocheck
My Fleet Manager
24/7 Customer Care Service
Online
Test Drive
Dealerships
Physical
Service
Duckling
Easter Eggs
Facebook Groups
Groups
Community
Digital
Sponsored
Events
Pop Ups
Events
Physical
Communication
Website
Social
Media
Jeep
wave
Brand
merchandise
Others
Performance
& spare parts
Manufacturing
Bicycle
EV/Hybrid
Model
Off road/Adventure vehicles
Pickup trucks
SUV lineup
Cars
Transportation
Product
Jeep Existing System
Insights
Wants
Reliability & Durability: Dependable, long-lasting vehicles.
Sustainability: Preference for eco-conscious brands and fuel-efficient or electric options.
Accessibility & Convenience: Easy-to-use features and a smooth car-buying process.
Authenticity & Identity: Strong brand identity and perceived quality.
Modern Tech: Seamless, trend-aware technology that adds real convenience.
Affordability: Price remains the top purchase criterion.
Doesn't Wants
High Costs: Dislike of high fuel, maintenance, and upfront expenses.
Short-Term Value: Avoid vehicles that don't offer long-term benefits.
Complexity: Frustration with overly complicated features or learning curves.
Outdated Tech: Resistance to obsolete onboard systems.
Supply Chain Uncertainty: Wary of instability from reshoring and localization shifts.
A reliable support system after purchase and maintenance from the brand.
An accessible service where it easier for me to get solutions to the product/ problems from an expert.
A communication with the brand that is clear, authentic and responsive.
Jeep Link
Jeep Link solves post-purchase issues with an AI-driven platform that builds trust, improves service, and reinforces Jeep’s innovative, customer-first identity, through real-time updates, smart support, and next level care that builds trust and loyalty
Products
Jeep Link extends vehicle lifespan through smart maintenance and proactive care.
Offers transparent servicing with real-time updates and intelligent insights.
Connects customers, dealerships, and the brand in a unified ecosystem.
Tracks vehicle history to optimize performance and service planning.
Service
Delivers AI-powered updates, virtual assistance, and live service tracking.
Sends preventive alerts and keeps a digital service history.
Connects users with certified service centers and supports efficient workflows.
Feeds analytics to Jeep for continuous design and strategy improvement.
Offering Map
Customer Data
Model Specific data
Customer Feedback
Get model specific data on recurring issues
Customer Feedback on performance and service
Data on customer preferences
Company
Service Management Tool
Aid in Diagnosis
Customer Feedback
Get information about issues and service history
Information on solving the issues
Order parts
Scheduling services & managing time
Customer Feedback
on service
Service Centers
Track history of ownership and services
Get regular updates
Track overall car health
Pop-up stores as knowledge centers
Informative Content on the Platform
Connect to service centers
Service Aid
Track Car History
Knowledge Center
Customers
Jeep Link
Service Centers
Customers
Company
Customer Journey
Awareness and Onboarding
Discovers Jeep Link
Learning about the platform
App download, vehicle linking & signs up
Engagement
Guided tutorial
Maintenance alert & Schedules service
Service and Interaction
Confirms service detail
Vehicle drop-off
Interacts with staff
or AI
Collects the Car
Post Service
Reviews service summary
Provide Feedback
Loyalty and Retention
Reviews service history
Participates in events
Offboarding
Sells the car, onboarding of new owner
Touchpoint 1
Live Updates
Service Overview
Clear breakdown of issues, time, and costs.
Issue Discovery
Real-time alerts for additional findings with approval options.
Live Progress
Visual updates and videos of ongoing /resolved work.
Completion & Feedback
Final summary with
cost breakdown and feedback prompt.
Touchpoint 2
Smart Maintenance Guide
Smart Alerts
Proactive notifications for tire checks and critical maintenance.
Adaptive Insights
Personalized guidance based on pressure, terrain, and climate data.
Maintenance Guide
Videos, tips, and care routines to extend vehicle life.
Ten Types of Innovation
product system
Unified user–vehicle–service–AI system
Seamless maintenance & support
Boosts loyalty & retention
Blocks third-party competition
Service
Smart, transparent post-purchase care
Real-time updates & proactive alerts
Easy upkeep & feature discovery
Builds trust & brand loyalty
Customer Engagement
Builds emotional & practical connection
Promotes autonomy, transparency, reliability
Personalized, ongoing engagement
Turns ownership into a journey
Learnings
1. Following a proper methodology and thoroughly applying right tools during the process, inherently creates strategies that have high success rate. Product-service offer map helped us to make experience with the brand better
2. It is important to carry out research outside the area of brief to get better insights and to work on challenges that are most relevant. For example serviceability, repairability, reliability and durability are key aspects that customers look for in product today, which allowed us to narrow down to post purchase experience of the Jeep customers
3. Team combination matters a lot in outcome of the project. And the role that I have to take in the team depends on this combination
Click to see the entire presentation