This document proposes an autonomous taxi service that customers can summon using a mobile app. It conducted customer interviews to gather feedback on a click prototype. Interviewees saw potential due to environmental benefits and parking issues but noted the idea is not novel. They emphasized reliability, availability, price competitiveness, safety and wait times as important values. Next steps include incorporating this feedback to refine the business model and prototype interactions with autonomous vehicles and social features.

1. taxi driver
Brings you to your destination

2. Tired of finding a free parking lot.
Image: http://www.makingthishome.com/2009/04/17/how-to-make-mall-visits-greener/

3. Your are in the middle of nowhere.
Next taxi, please?
Image: http://ellefrostegard.blogspot.de/2010/12/lonliest-prada-store-in-world-if-youre.html

4. Introducing
taxi driver
with autonomous cars
The taxi that comes to where you are.
Wherever you are.
7 days. 24h.

5. We offer cars with great colors.
Picture: http://belsoseg.blog.hu/2007/11/05/plymouth_barracuda

6. Or luxury cars.
Picture: http://www.autoblog.com/2012/09/11/2012-tesla-model-s-first-drive-review-video/

7. Environment Friendly
Picture http://getmainelobster.com/about/eco-friendly-lobster/

8. Prototyping
Results
http://www.solarnavigator.net/inventors/inventor_images/Alec_Issigonis_Mini_car_prototype_sketch.jpg

9. 3 Step Approach
We did the assignment in 3 steps
1. Refine within team
2. Build prototype
3. Face 2 Face Interviews

10. Group Adaptions
• Renamed group name from “car sharing with
autonomous car” to a more precise name
“autonomous taxi”
• Integrated two different business models
• Used the various backgrounds to clear out
main issues before customer feedback
• Started building a click-prototype

11. Prototype
available at http://goo.gl/TNlwP
Open our app Select Menu Select route Select time Confirm & Pickup

12. Face-to-Face Interviews Results
with 7 colleagues - 4 female and 3 male, all of them 30 to 45 years old and with technical or business background
1. Future relevance of car sharing services is high due to positive environmental impacts, fix costs reduction for car
owners as well as limited parking space in the cities. Car sharing is also very useful for people which don't own a
car. However for owners of luxury class cars is car sharing not attractive at all.
2. Our idea is not very innovative, because there are many quite similar services. That means we have to focus on
the newness of our business model
3. The performance was graded from 0 to 5 - here is important to offer a flexible app, e.g. customer selection of
what information has to be shown etc.
4. Cost reduction was graded for 3 to 5 due to the high potential.
5. Important value preposition was defined as follows: reliability, availability, price (compared to taxi, official
transportation etc.), safety (e.g. for women) as well as short waiting time. These are at the same time the
additional customer needs to be satisfied.
6. All persons agreed on the high potential of social networks effects like favorite "taxi driver" etc.
7. Additional aspects to be considered are: weekend use of the service, focus on a specific customer segment at
least at the beginning, conservation of the "taxi drivers" as next possible customer group, consideration of
traffic jam, focus on regions with bad quality of official transportation, offer additional information like possible
route, price, car details etc. when order a taxi.

13. Next Milestones
• incorporate feedback results
• further redefine business model
• create more detailed prototype
• prototype interaction with car
• prototype social network effect
• find sweet spot to compete against current car
sharing / taxi services