Lion worked closely with ServiceUp for 9 months, conducting thorough discovery and strategy development. Our approach was data-driven and collaborative. We kicked off the project by conducting thorough research, including data analysis and workshops to ensure alignment across the team. One of our key research approaches was to use ServiceUp ourselves, collecting valuable insights around pain points. But more importantly we also gained opportunities to enhance the users’ journey for a tight experience. We also performed secret shopping using the product, creating pseudo experiences to identify areas for improvement.

After graduating from Y combinator, ServiceUp had attempted to develop their brand using free lancers and other connections and other internal resources, which had led them to an unsatisfactory place. External users in our research were confused by the brand, didn’t know who was calling them over the phone and generally had a poor perception of the logo mark, marketing, and overarching service design. We began the branding process by deep diving via workshops to develop the character, understand the voice, tone and feel, and coalesce around a completely refreshed approach to the product’s offering.

With multiple other tech enabled car platforms becoming more ubiquitous, Lion focused heavily on creating a logo mark, which would stand out and communicate core values as well as unique product differentiators. This approach helped the brand find the right niche. The final logo mark focused on the concept of a happy car equals a happy human and that ServiceUp’s approach offered end to end car care with a high end convenience factor.

As ServiceUp was planning their nationwide rollout, we designed various pieces of marketing collateral to support social media: business cards, welcome packs, stickers, car wraps, and uniforms.

Designing an end-to-end journey required a significant emphasis on every touchpoint, whether the interactions were driven through the software experience with service advisors or team members picking up and dropping off the car. Our main objective was to ensure that the service design was consistent with the brand and aligned with the user research insights.

Our design process examined multiple different approaches to marketing pages, landing pages, and other content marketing focused aspects of the website.  After concluding our custom design process, we implemented the site from the ground up using WordPress as a headless CMS with a React.js front end, allowing the team to spin up partner pages and landing pages for split tests, partner marketing, and tools to build out custom layouts without needing design support.

With the initial releases of the native application, we focused on making a frictionless experience that was intuitive and powerful. As users were not accustomed to using apps for car repairs, and given that a car is the second most valuable asset in most households, we recognized we needed to build a system that was easy to understand yet powerful. We needed a system that fulfilled the brand vision of a more simple experience that was transparent and leveraged other disruptive technologies such as a driver picking up your car to get it fixed and then returning it to your home or workplace.