Design Thinking Co Creation with a Truck Manufacturer in India.

#Servicedesign #Research #Strategy #Visioning

A multinational automobile manufacturer operating in India, identified that the price of their trucks was the primary reason for their declining sales.


At the outset, the company wanted to reduce the cost of their trucks without having to compromise on their commitment to quality.

However, they wanted to know if this relatively higher price was the only reason for their declining sales and wanted to explore this phenomenon systematically and comprehensively.


Wanting to look at the problem from all angles, and so as to identify the root cause, the Pensaar team spoke to end users - the truck drivers, brokers and fleet owners, to understand their concerns and needs. This helped us get a thorough understanding of the goals and behaviours of a group of users.

Additionally, the team held joint sessions with key company stakeholders to build empathy towards not just their customers, but also their employees.

Design thinking co-creation was held to get to insights. The Empathy Map drew out users’ words, actions, thoughts and feelings to fully comprehend user needs.

Stakeholders were carefully selected. The list included drivers, fleet owners and shippers. Insights were drawn on what motivated each of them; what their major pain points were; what  success meant to them; and most importantly, how comfortable they were with technology being used in their trucks for varied purposes.

This gave the team interesting and insightful information on how the points of view of various stakeholders either converged or differed.


  • In India, around 10 to 15% of product cost can be attributed to logistics, which is significant compared to other economies. Logistics companies in India are fast evolving, but this progress does not come without challenges.

  • A predominant mode of freight cargo transportation is via road. Nearly 60% of the total movement of goods is done by road transportation, which proves to be quite inefficient, because of poor road infrastructure, multiple checkpoints, and congestion. While this is a great opportunity for truck manufacturers, at the same time the challenges are quite intense.


Hold joint sessions with key company stakeholders to build empathy.



Fleet owners were mostly concerned with issues related to the overall cost of the truck, its resale value, the return on investment and ability for minor mechanical repairs to be done with a local mechanic rather than taking it back to the AUTHORISED service CENTRE all the time.

Drivers, on the other hand, had a completely different perspective on things. They felt that the installation of technological equipment such as trackers, within the truck, was more of a monitoring mechanism. Truck downtime was one of their major concerns. Also, they felt that their work was physically demanding and their primary concern was ease of driving and safety.


Equipped with all the research insights three experiments were conducted.

The winning concept, a mobile based solution for services beyond fleet management was set to be developed. This solution involved leveraging data inputs from connected trucks, and providing a one-stop solution by connecting all stakeholders involved in the transportation ecosystem.

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maximised revenues and profitability, minimised truck idle time


The work done helped develop emerging market strategy for the business, and the co-creation exercise helped fleet owners maximise revenues and profitability., while minimising truck idle time.