Ather Stack
My role
Automotive
Team
Creativo
Category
User journey design
Duration
Dec '24 to Mar '23
Project Description
Atherstack 6 is a system defining digital experiences on all Ather products.
It has features like charging reminders, routing via chargers, ride insights, planning trip, Voice assistance, etc. The cross-platform digital experience that’s enhancing ownership experience.
It saw 88 % adoption within 6 months of release as an add-on subscription.
Goal
In times of competitive EV 2 wheeler market, we needed software to become differentiating factor with Ather 450x. We wanted to re-imagine ownership experience with Ather 450x via redefining digital experience.
Challenge
Tech currently was limited to Ather App. Only 26% users were using Ather App and were hard to retain as folks were mostly concerned with vehicle.
Outcome
We re-imagined the ownership experience as a premium add on digital product layer. This encouraged the team to build a new software and data architecture in organisation.
The experiences built enabled by this new tech were beyond app and spread across all Ather products making the riding experience seamless and still retaining pro pack and Ather app customers.
Re-imagined experiences were packed as add-on product called Ather stack priced at Rs. 14 to 20,000 per scooter.
It saw an attachment rate of 90%.
There was 40% increase in Ather Stack subscription. (within 6 months of launch July-Dec 2024).
AtherStack 6 became top 3 reasons to buy Ather 450x. Ather buyers in this category increased by 4%.
