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Finding product-market fit for a new e-vehicle

This was a 6-week project I worked on in 2019 at Fern, a design strategy firm serving social impact organizations.

The Problem: Our client had developed tech for a new type of electric vehicle (ev), but they didn't know who would want it, or how to position their product.

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The Methods:

  • Value proposition analysis of the client's breakthrough tech
  • In-depth interviews
  • Customer archetypes
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The Deliverables:

  • Target market strategy
  • Insights about electric vehicle buyer psychology & behaviors
  • Product directions & positioning for each target market
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The Outcomes:

  • For client: Client is used our research to secure VC funding
  • For client: We corrected a critical faulty product assumption: that customers would be ok with a vehicle with a lower range.
  • For consulting firm: Client is still working with Fern in 2022.