Lilium - Cargo
Project overview: goal, key challenges, proposed solution and responsibilities:
A case study showing Lilium's potential to implement a cargo version of their eVTOL.
Lilium is interested in offering the eVTOL for additional usage. Besides transporting passengers it should be able to carry cargo in a secure and effective manner.
The solution proposed is a systematic analysis and design conception, showcasing a step-by-step process of how I worked on this task.
Due to the nature of the task, I found it important to start with the optional task first. By doing an analysis on the user needs, it was easier to break down the individual touch points in the user experience of the passengers and create potential USPs. This analysis covers the entire experience from start to finish. For the main task, I took a slightly different approach. The most important aspects of this concept are based on technical and financial implementation, pushing the direct user experience to the back.
Understating the product: user vs. product journey maps, key aspects and pain points
I started the process by doing a short analysis of the touch points for the complete user journey. My focus lied on the user experience before (indirect), during (direct) and after the flight (indirect).
Key takeaway: The key factor lies within creating the emerging presence of a brand around the entire user journey. Lilium needs to sell the right ecosystem around its eVTOL jet.
In contrast to the user experience, I set about analyzing the touch points of the product journey. The focus shifts towards the product and its delivery by Lilium from start to finish. According to the timeline of the touch points, different actors are addressed, i.e., Lilium, its personnel, the customer and courier companies.
Key takeaway: The key factor lies in optimizing the logistics and the user experience of the personnel. Lilium needs a strong partnership and enhanced technologies to be competitive.
After analyzing the product's journey, I did a brainstorm session on potentially relevant aspects of the cargo delivery system.
Key takeaway: Delivering the maximum amount of goods in a secure manner is only two small aspects of a bigger picture full of linked interactions. These interactions helped me to identify different aspects and problems that cargo airliners are dealing with today.
After analyzing the key aspects, I did desk research on problems the industry is currently facing. Some of the important points are explained in these extracts.
Key takeaway: The research confirmed my assumptions, that cargo airliners are facing difficulties. The industry needs to be modernized and potentially even digitized in order to create new opportunities. The product journey needs to be improved by creating added value. Thus, Lilium needs to sell the right ecosystem around its eVTOL jet.
Research: status quo and analysis of the direct competitors
In addition to the identified pain points, I was curious to better understand how cargo is securely stored in airplanes. I did a quick research on the types of mounting systems and standardized transportation systems.
Key takeaway: Due to the small cabin volume of the Lilium eVTOL jet, it would make sense to work with minimal and lightweight solutions while still offering the highest level of security.
Quick research reveals that small planes can be adapted to be able to transport cargo. Some planes require the enlargement of the delivery door in order to load containers, while other planes use their existing structure to transport smaller packages.
Key takeaway: By analyzing different aspects, I was able to generate a pros and cons list. I chose to work on an idea based on the points from the BEECHCRAFT KING AIR 250 airplane.
Starting the design process: conceptualization of interior and exterior
In order to increase the efficiency of loading and unloading the cargo, I adapted the door. By increasing the width, a regular forklift can be used to lift the load inside the jet. This increases the efficiency and optimizes the user flow for the Lilium personnel.
The cargo is stacked on standardized 120cm x 80cm EPAL-pallets, increasing the simplicity of delivery without requiring special applications. This approach is based on rough information about the cabin volume.
The trunk can be used to store safety equipment like cargo straps, cargo nets, and foldable smoke covers.
My scope was to create an overall image of possible features without going too deep into detail. Furthermore, I wanted to adapt the cabin interior by implementing only small changes.
Key takeaway: There are many aspects to consider. Each one can be treated as a separate topic.
The design approach I chose for the cargo eVTOL jet version, follows the archaic and distinguishable design principles that are already applied in the transportation industry:
- maintaining the formal language for both versions to achieve the highest resemblance within the brand.
- maintaining minimalistic design elements.
- reducing or reshaping secondary formal elements by increasing the focus on roughness.
- Working with the same chassis but increasing the cargo area.
The concept relies on the strong design language of the existing model but takes elements from the cargo transportation features.
I increased the strength of the fuselage by moving the window line to the front. This allowed me to increase the shoulder line and adapt to the roughness of cargo vans.
When airborne, the cargo eVTOL jet has a distinguishable pattern on the belly that stands out and manages to increase brand recognition. The compass needle-shaped pattern, which indicates the direction of the flight, separates the cargo eVTOL jet from the regular one.
In a B2B scenario, Lilium could start a partnership with courier companies. The idea is to use Lilium as an ambassador of environmentally friendly technology and innovative transportation by renting and partially branding their eVTOL jets.
