Case Study: Subaru develops new customer touchpoints with btrax

Subaru tests 3 new service concepts with btrax at SubieFest 2023

Subaru faced the challenge of developing innovative customer touchpoints and new service ideas to adapt to evolving market trends and digitalization in the transportation industry. The company needed to transform customer experiences while staying true to its brand identity and bridging the gap between its Japanese and American organizations. To address this, Subaru engaged the vendor btrax for user research, service ideation, and prototyping.

btrax conducted intensive workshops to refine Subaru's brand language and held user interviews in both Japan and the US to gather insights. They then generated and refined service concepts, culminating in the development of an interactive MVP app prototype. This prototype was tested and exhibited at SubieFest 2023, allowing btrax to gather direct consumer feedback and present the results to Subaru of America, thereby facilitating collaboration between the company's global divisions.

Subaru