Ford Shanghai – 2018 IBD
Members: James Westhafer (team lead), Sandra Tamer, Alyssa Warren, John Sheffield, Joe Akoni
The Ford-Shanghai team was tasked with a very unique problem in their IBD project: How can Ford improve their customer experience in the “pre-drive” space (before a journey starts) and the”post-drive” space (after the journey ends). It was a relevant problem for multi-national company because so much of Ford’s internal effort is spent on the “in-flight” (during the journey) customer experience. We spent the spring semester at Berkeley researching customer use cases, benchmarking the competitive landscape, and speaking with as many Ford employees as possible to better educate ourselves on this unique problem. We knew that our in-country experience in China at the end of the spring semester would be immersive and we came in with high expectations. Our time in Shanghai exceeded these expectations and gave us a level of exposure and experience that none of us thought was possible when we were sitting at our gate ready to board our flight to China on May 11.
After registering at the front desk of the Shanghai Information Center in the skyscraper-laden Shanghai neighborhood of Pudong and passing through the facial-recognition security checkpoint, we arrived on the 36th floor of Ford’s Shanghai office. Our first day was filled with meetings of Ford executives, in groups ranging from strategy to Ford Smart Mobility to their Autonomous/Electric vehicle division. It was the epitome of “drinking from the firehose” as we continued to educate ourselves on a very complex topic. We soon realized that talking and listening is only one component, and to fully understand the travel woes in urban China, our team had to experience it for ourselves. We spent the entire second day of our project moving through Shanghai: subways at rush hour, the bus during non-peak hours, the dock-less bike share program, Didi (Uber equivalent in China), and even more.
Experiencing the true urban China mobility experience first-hand was essential for our understanding of the true pains of residents and Ford customers. It’s these pain points that drive Ford’s strategy in product development and partnership selection and an area that we believed to be a key area of focus in our project. We didn’t have much time to debrief after our mobility outing because we were scheduled to travel to Beijing on Thursday for all-day meetings on Friday. We wanted to meet with other key Chinese mobility players to better understand their strategies for addressing customer pain points in the pre and post-drive space. The partners we visited—Didi (Uber equivalent in China), Mobike (China’s most promising and successful dock-less bike company) and Shouqi (Didi competitor)—would be a great data point on how other companies in China were thinking about similar mobility problems.
After a marathon day of meetings, we were able to unwind a bit and take in the local flavors of northern China. There was an eventful Beijing night that included the local favorite dish of Peking duck and a Chinese alcohol specialty, Bijou. The next day, the team made a memorable trip to the Great Wall of China that far-exceeded everyone’s expectations. We had a great tour guide that educated us on all-things Chinese history and helped put the grandeur of the Great Wall into perspective. It was a highlight of our trip and certainly a lifetime memory for all of us.
We got back to work the following Monday and began designing and creating a comprehensive interview guide that would help to validate (or disprove) some of our customer painpoint takeaways from our mobility outing and various meetings from the week before. We lined up a number of Ford employees and other Shanghai residents that ranged from ages 23 to 60 in order to help our team better understand mobility trends and personal travel pain points in urban China. We had some very interesting and thought-provoking conversations that validated some of our personal painpoint takeaways, but also some unique nuggets that we used to develop some preliminary recommendations.
As the week progressed, we had more meetings and team brainstorms to start landing on what our final recommendations would be to the Ford team. There were many long nights as our team sifted through the massive amounts of data and information that we had in front of us from the 2 weeks of immersive meetings and interviews. We left the Ford office on Friday on the second week of our in-country visit with a clear (yet ambitious) presentation outline that we would delve into during our last week.
The final week in Shanghai consisted of long working sessions to perfect the slide deck that would be presented to senior Ford leadership at 8am on Thursday May 31st, the last day of the project. The climax of the in-country experience came on Wednesday May 30th when the team worked from 7:30am until 10:30pm at night, which included a final run through of the presentation in our hotel room while eating one last meal of Shanghai’s famous “soup dumplings”.
The final presentation on Thursday morning was a wild success. We presented to the head of Asia Pacific Ford Smart Mobility and the head of Asia Pacific Strategy for Ford along with a number of other Ford executives. After presenting our findings and making final recommendations on Ford’s strategy in China, the VP of Strategy for Asia Pacific (formerly a partner at Bain Consulting in Shanghai) said that the presentation “exceeded his expectations” and that he saw really tangible ideas that could make a difference in China. He even started brainstorming with Ford’s lead on Connected Services on how some of our recommendations could be piloted in China! It was a very rewarding ending to the project and validated the hard work that we put in throughout the spring semester. It was an absolutely amazing experience for all 5 members of the team and will certainly be a highlight of our two years at Haas. We want to publicly thank the Ford team for their help and support throughout the project. It was a joy working with the Shanghai team and we are happy that our recommendations could have a lasting impact for the company. From the entire team, xiè xie for everything, Ford!