Customer expectations of automotive service are changing.
People increasingly expect service experiences that are transparent, personalised, convenient and easy to understand.
They want faster booking, clearer communication, greater visibility throughout the repair journey and support that reflects their individual needs—not simply the operational processes of the organisation serving them.
To explore how the industry could respond, Doodle Design partnered with DealersEDGE Asia and Ipsos to bring together more than 20 leaders from seven organisations across Viet Nam’s automotive and EV ecosystem.
Together, we explored one shared challenge:
“How might we truly make automotive service more customer-centric through technology?”
The quality of the experiences we create is only as good as the diversity of perspectives we bring into designing them.
That’s where Human-Centered Co-Creation begins.
Not by jumping to solutions, technology or AI, but by building a shared understanding of the real lives, needs and aspirations of the people we’re designing with and for.
Helping leaders align diverse perspectives, build shared understanding, and co-create better experiences with the people they serve
Doodle Design designed and facilitated a Human-Centered Co-Creation experience that enabled diverse stakeholders to collaboratively understand customers before designing solutions.
Using the LUMA System of Human-Centered Design, participants worked through a structured co-creation journey to:
– Build empathy around four customer personas.
– Explore customer needs, frustrations and aspirations.
-Challenge assumptions and uncover unmet needs.
– Identify and prioritise opportunity areas.
– Generate and refine ideas together.
– Align around initiatives with the greatest potential to improve the end-to-end customer experience.
Throughout the collaboration, MURAL served as our shared digital workspace, enabling every participant to contribute equally, build on one another’s thinking in real time and capture a lasting visual record of the group’s collective intelligence.
Rather than beginning with technology or AI, we centred on people.
Working through the lives of four customer personas, participants co-created more than 200 ideas, with recurring priorities including:
- Clear and transparent communication.
- Simpler, faster service journeys.
- Greater visibility throughout the repair process.
- Personalised aftersales support.
- Experiences that build trust and confidence.
More importantly, the collaboration helped transform individual perspectives into a shared understanding of what customers truly value—creating stronger alignment, ownership and confidence to move from ideas towards implementation.
Discover the complete Human-Centered Design process, customer personas, key customer insights and over 200 ideas generated through this industry collaboration.
At Doodle Design, we believe the best experiences are rarely created by one team alone.
They emerge when organisations bring together diverse stakeholders—and the people they serve—to build shared understanding before designing solutions.
Our Human-Centered Co-Creation approach helps leaders move beyond assumptions by involving customers, employees and stakeholders throughout the design process to inspire ideas, challenge thinking, test concepts and validate better experiences before implementation.
The result is stronger alignment, greater buy-in, reduced risk and better outcomes for customers, teams and the business.
Whether you’re shaping a new strategy, redesigning a customer journey, developing a service, or building organisational capability, Human-Centered Co-Creation provides a practical way to align people around the right opportunities and confidently move from insight, strategy to aligned action.
Ready to explore Human-Centered Co-Creation?
If you’re looking to align stakeholders, involve customers earlier, and design better experiences with greater confidence, we’d love to explore how Doodle Design can support your next challenge.
