Cars, Castles, and Spas | Rob Maigret | UX Week 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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Cars, Castles, and Spas | Rob Maigret | UX Week 2012

  1. 1. Cars, Castles & SpasRob Maigret@grapesmc
  2. 2. Intent
  3. 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. 4. Part 1Cars
  5. 5. This is me
  6. 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. 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. 8. This is Porsche
  9. 9. Power in brand
  10. 10. Every breath you take
  11. 11. The promise
  12. 12. The brand promise is extended to all associations
  13. 13. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
  14. 14. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
  15. 15. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
  16. 16. The purchase
  17. 17. Exclusive customer consultation
  18. 18. Exclusive
  19. 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. 20. The Program
  21. 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. 22. We’re going to Germany.(and Switzerland and Austria too)
  23. 23. We’re going to Germany.(and Switzerland and Austria too)
  24. 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. 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. 26. Part 2Castles & Spas
  27. 27. Stuttgart
  28. 28. Stuttgart• Strengths • Factory Tour - A+ • Dining - B • Museum - A+
  29. 29. Stuttgart• Strengths • Factory Tour - A+ • Dining - B • Museum - A+• Weakness • American “sales” type presents you car - huh?
  30. 30. Traveling
  31. 31. Traveling• Strengths • Scenery - A+ • Spas - A++ • Friendly locals - A
  32. 32. Traveling• Strengths • Scenery - A+ • Spas - A++ • Friendly locals - A• Weakness • Traffic fines • Slow drivers
  33. 33. How I convinced my wife to join me
  34. 34. The brand promise
  35. 35. PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
  36. 36. Powerful
  37. 37. Awesome
  38. 38. Innovative
  39. 39. Fast
  40. 40. German
  41. 41. Expensive
  42. 42. Quality
  43. 43. Efficient
  44. 44. Manly
  45. 45. Handsome
  46. 46. Elegant
  47. 47. Freedom
  48. 48. Historic
  49. 49. Fun
  50. 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. 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. 52. Part 3The waiting is the hardest part
  53. 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. 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. 55. 3 Distinct user experiences
  56. 56. 3 Distinct user experiences• Planning tools
  57. 57. 3 Distinct user experiences• Planning tools• Adventure companion
  58. 58. 3 Distinct user experiences• Planning tools• Adventure companion• Preparing for ownership
  59. 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. 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. 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. 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. 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. 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. 65. The reality
  66. 66. Consistency in perfection
  67. 67. Basically, if the perfection is not consistent,the experience is not perfect.
  68. 68. Now the cold hard truth
  69. 69. If the product is that good, the imperfectexperience of acquiring it can be forgiven
  70. 70. Thank you

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