Rob Maigret - Cars, Castles, Spas - UXWEEK 2012

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A long awaited user experience.

From the time he was in his teens, Rob had heard about the lucky few who traveled to Germany to pick up their brand new Porsche automobiles at the factory and take them for an extended drive on the autobahn at great speeds. On the journey, they enjoyed beautiful scenery and Euro-luxury before having their cars shipped to the states for a much more prosaic driving experience. This year, he finally decided to check it out for himself. Maybe someday you will, too. Maybe you won’t. But either way, in terms of UX, this might be is as serious as it gets for fully experiencing a brand at its core.

And hearing about it can be….well….. almost as fun.

Published in: Design, Sports, Automotive
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  • I am trying to prove I am not a jerk.... see how that goes over.\n\nCover your intro. \nWho I am.\nWhat I do.\nWhy I’m here.\nWhy I am sharing this.\n
  • Goal -- why I thought this was a good idea. It’s about opportunities. You see something and you want to make it better.\n
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  • Rob Maigret - Cars, Castles, Spas - UXWEEK 2012

    1. Cars, Castles & SpasRob Maigret@grapesmc
    2. Intent
    3. Intent• Illustrate parallels between the physical and virtual user experiences• Discuss the idea of brand and consistency across brand extensions• Describe my European Delivery experience• Present enhancement opportunities
    4. Part 1 Cars
    5. This is me
    6. 1967 Chevrolet El Camino1976 Volkswagen Rabbit1980 Datsun 200SX1990 Acura Integra RS1993 Nissan 300ZX Twin Turbo2000 Volkswagen GTI VR61997 BMW 328is2002 Audi TT 1.8T Quattro1998 BMW M3 Sedan2007 Porsche Boxster S2004 BMW M32009 Porsche 911 CS2 Cabriolet2008 Mercedes Benz AMG E632011 Porsche 911 GTS
    7. 1967 Chevrolet El Camino1976 Volkswagen Rabbit1980 Datsun 200SX1990 Acura Integra RS1993 Nissan 300ZX Twin Turbo2000 Volkswagen GTI VR61997 BMW 328is2002 Audi TT 1.8T Quattro1998 BMW M3 Sedan2007 Porsche Boxster S2004 BMW M32009 Porsche 911 CS2 Cabriolet2008 Mercedes Benz AMG E632011 Porsche 911 GTS
    8. This is
    9. Power in brand
    10. Every breath you take
    11. The
    12. The brand promise is extended to all associations
    13. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
    14. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
    15. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
    16. The purchase
    17. Exclusive customer
    18. Exclusive
    19. Differences• You don’t talk to a German engineer• You don’t go to a fancy place in Beverly Hills• You don’t get to actually see what the colors really look like, or the materials actually feel like• You don’t get to listen to what the sound system actually sounds like• You don’t feel special, nor powerful
    20. The Program
    21. The Program• You buy your car at a dealership (+exclusive custom experience)• You go [fly] to the factory and pickup the car• You drive around Europe • Insurance is covered for 2 weeks • You can stay up to (I think) 6 months• You drop car back off at factory (or arrange for another drop off point)• Car comes over on boat• 8-10 weeks later you pickup car at dealership where you purchased it
    22. We’re going to Germany.(and Switzerland and Austria too)
    23. We’re going to Germany.(and Switzerland and Austria too)
    24. The deal• The Porsche Euro Delivery program had been suspended for a few years• I was one of the first on the reinstated program - think “beta” user• Porsche has some ways to go on working out the logistics• They were honest (my dealer was) about this fact• Still, they probably need to communicate better about the program to their people
    25. How can the virtual experience be a companion rather than replacement? Should be absolute Now happiness and true immersion in the brand. Make Travel Travel Loves cars. purchase prep TakeLoves the brand. Arrival possession Wants ultimate What to do? Create anticipation. experience. Website Where do I Manage expectations. click? Ease worry.Background on the brand Feeling Excited, Confused exclusive? anxious.
    26. Part 2Castles & Spas
    27. Stuttgart
    28. Stuttgart• Strengths • Factory Tour - A+ • Dining - B • Museum - A+
    29. Stuttgart• Strengths • Factory Tour - A+ • Dining - B • Museum - A+• Weakness • American “sales” type presents you car - huh?
    30. Traveling
    31. Traveling• Strengths • Scenery - A+ • Spas - A++ • Friendly locals - A
    32. Traveling• Strengths • Scenery - A+ • Spas - A++ • Friendly locals - A• Weakness • Traffic fines • Slow drivers
    33. How I convinced my wife to join me
    34. The brand promise
    35. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
    36. Powerful
    37. Awesome
    38. Innovative
    39. Fast
    40. German
    41. Expensive
    42. Quality
    43. Efficient
    44. Manly
    45. Handsome
    46. Elegant
    47. Freedom
    48. Historic
    49. Fun
    50. How can the virtual experience be a companion rather than replacement? Should be absolute Now happiness and true immersion in the brand. Make Travel Travel Loves cars. purchase prep TakeLoves the brand. Arrival possession Wants ultimate What to do? Create anticipation. experience. Website Where do I Manage expectations. click? Ease worry.Background on the brand Feeling Excited, Confused exclusive? anxious.
    51. The heart of Porsche Inadvertent brand association Learning Driving, about your sight- car Adventure seeing Super awesome Stuttgart vacation Storytelling,1.Factory Tour. documenting, Learning limits, Website2.Car presented travel recommended to new owner. companion routes3.Lunch at the executive dining Pretty much restaurant. Fall back Fall back on our own,4.Visit museum. on social on user get expensive sites forums ticket
    52. Part 3The waiting is the hardest part
    53. How can the virtual experience be a companion rather than replacement? Should be absolute Now happiness and true immersion in the brand. Make Travel Travel Loves cars. purchase prep TakeLoves the brand. Arrival possession Wants ultimate What to do? Create anticipation. experience. Website Where do I Manage expectations. click? Ease worry.Background on the brand Feeling Excited, Confused exclusive? anxious.
    54. The heart of Porsche Inadvertent brand Even bigger association Moment! Learning about your Return car Super home Longingawesome Arrivalvacation Wishing to relive Website the trip in anticipation of Feeling arrival connected What to Look at your Fall back expect / photos and on user manage social media forums Dealer comes expectation posts through in this moment
    55. 3 Distinct user experiences
    56. 3 Distinct user experiences• Planning tools
    57. 3 Distinct user experiences• Planning tools• Adventure companion
    58. 3 Distinct user experiences• Planning tools• Adventure companion• Preparing for ownership
    59. How can the virtual experience be a companion rather than replacement? Should be absolute Now happiness and true immersion in the brand. Make Travel Travel Loves cars. purchase prep TakeLoves the brand. Arrival possession Wants ultimate What to do? Create anticipation. experience. Website Where do I Manage expectations. click? Ease worry.Background on the brand Feeling Excited, Confused exclusive? anxious.
    60. A simple user experience -Planning Tool Should be absolute Now happiness and true immersion in the brand. Make Travel Travel Loves cars. purchase prep Take Loves the brand. Arrival possession Wants ultimate What to do? Create anticipation. experience. Website Where do I Manage expectations. click? Ease worry. Background on the brand Feeling Excited, Confused exclusive? anxious.
    61. The heart of Porsche Inadvertent brand association Learning Driving, about your sight- car Adventure seeing Super awesome Stuttgart vacation Storytelling,1.Factory Tour. documenting, Learning limits, Website2.Car presented travel recommended to new owner. companion routes3.Lunch at the executive dining Pretty much restaurant. Fall back Fall back on our own,4.Visit museum. on social on user get expensive sites forums ticket
    62. A simple user experience -Adventure companion Learning Driving, about your sight- car Adventure seeing Super awesome Stuttgart vacation Storytelling, 1.Factory Tour. documenting, Learning limits, Website 2.Car presented travel recommended to new owner. companion routes 3.Lunch at the executive dining Pretty much restaurant. Fall back Fall back on our own, 4.Visit museum. on social on user get expensive sites forums ticket
    63. The heart of Porsche Even bigger Moment! Learning about your Return car Super home Longingawesome Arrivalvacation Wishing to relive Website the trip in anticipation of Feeling arrival connected What to Look at your Fall back expect / photos and on user manage social media forums Dealer comes expectation posts through in this moment
    64. A simple user experience- Preparing for ownership Learning about your Return car Super home Longing awesome Arrival vacation Wishing to relive Website the trip in anticipation of Feeling arrival connected What to Look at your Fall back expect / photos and on user manage social media forums Dealer comes expectation posts through in this moment
    65. The reality
    66. Consistency in perfection
    67. Basically, if the perfection is not consistent,the experience is not perfect.
    68. Now the cold hard truth
    69. If the product is that good, the imperfectexperience of acquiring it can be forgiven
    70. Thank you

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