Maruti Suzuki Service
Maruti Suzuki is the largest selling automobile company in India. As being India’s highest selling automobile company, they also provide service to these vehicles. When the vehicles comes in for servicing they face technological bottleneck at these service centres, due to which a lot of congestion is created. Other troubles which the current service centres face are lack in productivity and efficiency while serving a car. A Service centre measures the productivity by seeing the number of cars serviced in one day in a single bay. Everyday results were showed that the productivity wasn’t increasing due to which customers were being unhappy with the time for servicing the vehicle and lacking efficiency.
Higgs Boson and Co have come out with the solution to these problems. First thing that will be done is complete rebranding of Maruti Suzuki Service. It will be based on the values of productivity and efficiency, which is what Maruti Suzuki as a brand focuses to achieve.
Moving ahead, the issue of technological bottleneck will be resolved, due to which congestion shall die down. Lastly the productivity and efficiency of these service centres need to be strengthened, which would enable Maruti Suzuki Service to satisfy the customers.
Maruti Suzuki Studio
The concept of this idea is to bring a multipurpose studio inside Maruti Suzuki’s factory. This project is quite beautiful and challenging. The space is being created with the purpose of using it for various function. It can be used to shoot an advertisement for their vehicles, or hold a workshop on how to service a car or use it as a meeting or conference room. Furthermore, they want to use this place to record the podcasts and broadcasts of the chairman of the company, Maruti Suzuki.
Higgs Boson and Co is collaborating with Cisco on this project. As the name suggests, it’s a studio, for that the lightning and acoustic of the place needs to perfect. The challenge is to convert a small conventional place into a multipurpose studio. The design needs to be modular and adaptable as the size of the studio may be vary from place to place. Lights and acoustic needs to be designed keeping in mind the multiple functions of the studio and should cater to all purposes.
In 2005 Maruti Suzuki Driving School established a new standard of driving training in the country and the endeavor to bring skilled, safe, and trained drivers to Indian road has only evolved further since. Currently in India there are 500 outlets of Maruti Suzuki Driving School. The brand has been rebranded in 2019, keeping in mind the brands values which were- Caring, Reliable, Expertise and Innovative.
First, Higgs Boson and Co began with understanding the customers and their world and found out that our learner is conscientious, aspirational, and social. S/he seeks experiences and collaborations. As their first point of interaction to the driving world, we want their experience to be a wholistic and lasting one. Keeping this goal in mind, Higgs Boson and Co have designed a learning journey using the brand values, that is Caring by providing guidance and being responsive; Reliable by being convenient, safe, and transparent; New Age Progressive Tech Enabled through novelty and customizations; and delivers Expertise.
Higgs Boson and Co. conducted research to see how the retail space for MSDS was being used to promote the brand and gain new customers. The research showed us various flaws which kind of played a negative role in promoting MSDS. Research revealed inconsistent/ cluttered branding in the retail space which shifted the focus from MSDS.
In the interiors of those retail spaces, we saw that classes were being conducted in the reception area due to a smaller number of enrollees and the classrooms had dim lights. Many elements used were inappropriately placed which showed lack of planning while designing the retail space.
In the new design for these retail space, Higgs Boson & Co made changes to rectify the mistakes and came up with solutions, which were:
Maruti Suzuki Driving School strives to deliver the best learning experience to its patrons.
It is the first point of one-on-one interaction where beginners start their driving experience and trust in Maruti Suzuki as a brand is established. We aim to achieve customer satisfaction by providing a one-of-a-kind experience that is caring, reliable, expertise-driven and new age progressive tech-enabled. The ability to demonstrate complete experience results in delivering satisfaction to the customers.
The customer journey involves:
One of the focuses being delivering satisfaction to customers while creating an experience. While doing so Maruti Suzuki values need to be reflected in space design and utilization. The design concept needs to be a fusion of simple yet technologically advanced environment that promotes faster learning for customers.
The design objective will be based on functional requirements of the driving school facility, a standardized spatial identity has been designed for Maruti Suzuki Driving School derived from the brand values. Design clues inspired by the real-time driving experience to create a welcoming and receptive learning environment. Use of sustainable materials & anthropometry to ensure premium aesthetics & better space utilization.
The new MSDS space design involves the retail space being divided into five zones, namely:
Higgs Boson & Co design team drew inspiration from the imagery experienced while driving while designing the design concept. The flooring, lighting, walls and all other elements are derived from the road experiences.
The corridors of the walkway have been inspired by highway, a wide stretch leading from one zone to another. The waiting bench placed at the welcome zone is inspired from outdoor public seating. The on-wall decorations around the store contains of road signs and traffic signage and lastly a traffic light indicator, all of these to provide a real time experience.
For the external façade, it is signed with the objective to visually draw the customer to the Driving School and to be appealing on an aesthetic level. Thus, the external facade is basic, simple and calm in its look and appearance.
The visual triggers that are kept in mind while designing is having a clear glass. The reason being, the façade creates a visual connection between Maruti Suzuki Driving School and customers through the clear glass which attracts them. For an independent set up with a blue ACP and white alphabets. Blue front ACP facade with white-colored letters reflects the basis and calm nature of the facility. On the other hand, for an integrated set up with Blue front ACP facade with white-colored letters.
The pylon for MSDS will be made in two shapes i.e square and rectangular, dimensions for square flag pylon will be (600 * 600) and rectangular being (300*600). Both will feature backlit fret cut acrylic letters.
Creating a new learning experience to engage and motivate Maruti Suzuki Driving School clients. In an industry where brand is the ultimate differentiation, MSDS, the Maruti Suzuki’s affluent initiative, wants to strengthen its market position and build its reputation as a prograssive brand.
Various conditions are needed while selecting the site suitable for MSDS, which vary from height restriction of the building, connectivity to the store and whether the image and visibility of the store is clearly visible, etc.
While designing the plan for the MSDS, four things were kept in mind by the Higgs Boson & Co design team. They were:
The reason behind keeping the above mentioned thing in mind is that MSDS has 600 outlets and a uniformity in design needs to be maintained, so selection procedure becomes easy because it has to match the criteria’s suitable for the site.
The MSDS site selection depends on whether it’s an Integrated or Standalone Facility. There are three types:
Maruti Suzuki Driving School manual provides the user with the guidelines for a standardized Center design. It elaborates details of space planning and materiality, on-site. As the respective site conditions are different for each Center, standardization helps a customer by giving a sense of familiarity and brings about confidence in the brand.
These manuals uses simple and easy to understand language with illustrated pictures. For ease of understanding, this manual can be considered to be divided into 3 sections
Ideology- This part of the manual describes the philosophy of the driving school space. It talks about the objectives to be kept in mind while constructing and maintaining the space. it also contains information about the aspired customer’s experience to help align theory to space.
Spatial details – This part lays down the formatting of the actual space. It contains information on everything related to space and construction of the same, including zones, maps, floorplans, layouts, lighting, and interior.
Element details- This section narrows down the smaller elements which compose the space. Information regarding materials, furniture, and related annexures can be found in this part.