Scania is a premium Swedish manufacturer of commercial vehicles, specifically heavy trucks and buses. They are on a journey to becoming a true partnership-driven leader in the sustainable transport system.



Scania tasked us to review their end to end customer purchase experience with the goal creating and executing a roadmap which would enable them to transform their business from being what was dealer-led, to a Scania-led customer experience.


My ROle

I was one of two senior UX designers on the project, working with a UX Manager, Experience strategist and Visual designers from the initial research and concept phase, through to project scoping for the first release cycle of the roadmap known as NOE1. For this project, our core target audience was prospective customers who own their trucking business, and are truck drivers themselves which was the core market Scania was trying to capture.




In order to thoroughly understand the existing Scania ecosystem, and the drivers mindset around truck purchasing, our UX and strategy team conducted interviews with over 10 dealerships and spoke to some 20 customers across Europe, Asia and South America. These countries include Brazil, Mexico, China and even the UK. I led the interview sessions with the dealership in Slough which gave me keen insight as to how sales are typically pitched and completed. All interview sessions were recorded, watched and transcribed with the goal of gathering common themes within our findings. We not only uncovered themes around the driver mindset as a whole, but also gleaned insightful gems around the Scania brand.


Insight driven experience map


Based around the insights gathered, we outlined the existing end to end sales process in the form of an experience map. In addition to conveying the activities, interactions and emotions of a customer, this also helped identify gaps and opportunity areas that can guide our digital, marketing and service initiatives in the right direction.


Killer insights for drivers:

  • A truck is not just something you drive, it is a home. Scania truck drivers are typically long haul ones, they can drive up to 70 hours a week!

  • One of the largest pain points for truckers is not actually the truck but having to combat loneliness. Drivers often miss their family, and their family in turn often worry about the drivers.

  • Drivers strategise around when they should take their requisite 10hr break vs drive time by considering their fuel level, locations, checkups and timings.  

  • A large part about getting work is through the trucking community, truckers give away work they cannot take on, hence it is important to network.

  • Cargo Value + Uptime = Profit

Killer insights for Scania:

  • In the trucking world, Scania trucks are seen as the “Ferrari of trucks”.

  • Scania fans are die hard, one trucker from our research famously asserted that “Driving a Scania is better than sex!”.

  • Scania is well respected in the industry. The question isn’t quality, but rather does the price justify the quality?

  • Scania lovers buys Scania trucks for Scania, most felt that the brand presence is lost quickly post sale.


ECOSystem analysis


As well as gathering insights in to the dealership and its customers, we began to map out the existing value chain between Scania, its distributors, dealers and its customers which showed that customer are extremely distant from Scania. Using the insights and the experience map, we began brainstorming ideas are how we can move Scania closer to the customers during throughout the sales process, post sale and in life.


storyboard EXAMPLE

To illustrate our concepts, the UX and Visual team began sketching out storyboards to highlight the value add to the business and its customers. The journey below illustrate the proposed experience for an in life Scania customer. Based on the insight on the importance of Uptime (Uptime = Profit), there are four key opportunities that we wish to highlight,

  1. Using live data from telematics (which already exist) to pre-empt parts that may require service. This is designed to allow drivers to better plan their time for servicing.

  2. Streamline the servicing experience which can take around half a day, with Scania certified training (which already exist) in order to allow drivers to make better use of their time.

  3. Integrating existing driver scores to track how the training has had a positive effect on the driver in terms of driving safety and economy.

  4. Feeding back driving data back to the sales pages (product details) to show the efficiency and reliability of Scania trucks for prospect customers. Allowing prospect customers to interact with the Scania community.


a new SITE architecture

The proposed sitemap indicated how our concepts would potentially be placed within the Scania market website. We also highlighted journeys which we were covering as part of the concept phase.


Sketching and rapid prototyping

Below illustrates rough sketches and concepts which were presented to the project steering group, as part of the scoping process for NOE1.

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