Strategy & Research
Team Project
Volvo
Concept study on the electric transition in construction equipment.
Role, Concept writer and cultural researcher (team project).
Context
Team project with Volvo CE, exploring how the electric transition could land with operators on the ground. My contribution: cultural research, concept development, and the thinking that became eVolvo.
Problem
Volvo CE was rolling out electric machines into a workforce that wasn't asking for them. Operators worried about uptime, range, and being asked to relearn a job they already did well.
Insight
Operators saw diesel as a sign of skill and strength. Electric felt like a downgrade, not an upgrade. The message needed to make electric feel like the more powerful choice for operators, not a compromise forced on them.
Idea
eVolvo, a program that frames electric adoption as something operators help shape, not something done to them. Training, feedback loops, and recognition built into the rollout.
Context
How I Did It
- 01Researched how operators, foremen and engineers actually talk about diesel and about change
- 02Wrote the concept narrative and identity for eVolvo as a team exercise
- 03Mapped program ideas: training, a lottery, and alternative pricing
- 04Checked the idea against uptime, range and retraining concerns before presenting
- 05Delivered a written concept document and editorial direction
Concept
Results
- A strategic concept and operator-led adoption framework, eVolvo.