Bosch
Rethinking the power tool rental service.
Covid turned us all into home improvers. To capture the surge in demand for their power tool rental service, Bosch wanted to create deeper engagements with their customers.
After extensive DIYer interviews, in-depth research, and a series of design sprints, we developed a platform which brings tool rentals together with helpful content to inspire successful projects for all Bosch’s customers. Great tools and the power to use them... all in one place.
Background
My team and I at AKQA were presented with a 'blue sky brief' from Bosch to identify a product or service opportunity within the DIY community. We built our response on the success of our initial discovery phase, where we recognized a clear demand for tool rental services among DIY enthusiasts.
Through user interviews, we uncovered a need for a comprehensive solution which surpassed the traditional power tool rental app by offering extensive how-to content. This presented a significant opportunity to create a seamless experience for consumers, positioning Bosch as the leading player in the German DIY market.
Our hypothesis was that by providing everything a consumer needs for their DIY project in one place, Bosch would emerge as the go-to brand for DIYers, particularly among Gen Y and Z, who were increasingly adopting a DIY mindset. Furthermore, with the global rise in environmental consciousness and mindful consumption, we aimed to leverage new post-pandemic opportunities in the DIY home improvement market, projected to grow at a CAGR of over 3% from 2021 to 2026. Therefore we set out to develop and deliver an MVP for a power tool rental service which deeply engages DIY users.
Brief
Approach
To shape our approach, we carefully considered the pain points of our target audience and identified strategic opportunities, including:
German market opportunities:
Untapped potential for DIY growth, fueled by the impact of the Covid pandemic.
Brand:
Bosch's strong brand presence and credibility in the DIY space.
Ecosystem:
The ability to leverage the existing Bosch DIY offering and internal infrastructure.
Development
We began by conducting extensive interviews with German DIYers to inform our approach. By aggregating qualitative insights and distilling key findings, we gained a deep understanding of our audience. Next, we planned and executed six design sprints to define the product vision and create an initial prototype. Throughout this process, we continuously explored the needs and pain points of our audience to identify opportunities within the service ecosystem.
Outline of our approach during the Discover Phase.
Outline of our approach during the Pilot Phase.
Outline of our approach during the Scale Phase.
Solution
Recognizing the absence of a comprehensive service which combines inspiration, instruction, tool rental, and home delivery for DIYers, we developed the concept of a DIY recipe platform. This platform would feature curated Bosch content, user-generated content from official Bosch DIYers (akin to influencers), recommended tools, and the logistics to support tool rental. To facilitate payment and shipping logistics, we integrated Amazon into the platform. We chose Amazon as it emerged as the dominant user preference. In essence, it became a one-stop solution for all home improvement projects.
We iterated on the concept until we achieved a stable product. We then presented the concept to Bosch, who embraced it wholeheartedly. Subsequently, Bosch pitched the idea to Amazon, which also recognized its potential. However, due to the lack of reverse logistics infrastructure to support rental services, Amazon has committed to adding this feature to their Q3 roadmap, with the release date yet to be determined. Once the reverse logistics are in place, the plan will proceed accordingly.
The DIY market has experienced significant growth, with brands recognizing the opportunities it presents. As people spent more time at home during the COVID-19 pandemic, they sought ways to combat feelings of isolation, leading to notable growth in the DIY industry.
Results
Despite this growth, the availability of DIY tool rental options remains limited, and there is currently no existing service which combines inspiration, instruction, execution, and home delivery. Through our research, we discovered that Bosch is uniquely positioned to address this challenge.
Conclusions
Our concept triggered a significant business model change for Bosch and Amazon (Germany), as they recognized the potential of the DIY recipe platform and the need to incorporate reverse logistics infrastructure to support rental services.
Contributions
Research
Recruiting Coordination
Interview Coordination
Script Development
Consumer Interviews
Synthesis of Key Insights
Deck Development
Team Structure
Role: Strategy and Design Director
Supportive Roles:
Service Design Associate
External Recruiting Agency
Client Partner
Agency: AKQA