Cars, Castles, and Spas | Rob Maigret | UX Week 2012
2 likes1,946 views
The document discusses the author's experience with the Porsche European Delivery program. It begins by introducing the author's history with cars and love for Porsche. It then describes the process of purchasing a Porsche through the European Delivery program, including an exclusive consultation, factory tour, and driving the car around Europe. The author details traveling to Stuttgart, Germany and driving through other parts of Europe. He discusses how the virtual experience could better complement the real experience. Finally, he proposes three distinct user experiences for planning tools, an adventure companion, and preparing for ownership to improve consistency across the brand.
![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](https://image.slidesharecdn.com/carscastlesspasrobmaigret-120906174832-phpapp02/85/Cars-Castles-and-Spas-Rob-Maigret-UX-Week-2012-31-320.jpg)
Cars, Castles, and Spas | Rob Maigret | UX Week 2012
- 1. Cars, Castles & Spas Rob 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
- 7. 1967 Chevrolet El Camino 1976 Volkswagen Rabbit 1980 Datsun 200SX 1990 Acura Integra RS 1993 Nissan 300ZX Twin Turbo 2000 Volkswagen GTI VR6 1997 BMW 328is 2002 Audi TT 1.8T Quattro 1998 BMW M3 Sedan 2007 Porsche Boxster S 2004 BMW M3 2009 Porsche 911 CS2 Cabriolet 2008 Mercedes Benz AMG E63 2011 Porsche 911 GTS
- 8. 1967 Chevrolet El Camino 1976 Volkswagen Rabbit 1980 Datsun 200SX 1990 Acura Integra RS 1993 Nissan 300ZX Twin Turbo 2000 Volkswagen GTI VR6 1997 BMW 328is 2002 Audi TT 1.8T Quattro 1998 BMW M3 Sedan 2007 Porsche Boxster S 2004 BMW M3 2009 Porsche 911 CS2 Cabriolet 2008 Mercedes Benz AMG E63 2011 Porsche 911 GTS
- 12. Power in brand
- 13. Every breath you take
- 14. The promise
- 15. The brand promise is extended to all associations
- 22. The purchase
- 26. Exclusive
- 29. Differences You dont talk to a German engineer You dont go to a fancy place in Beverly Hills You dont get to actually see what the colors really look like, or the materials actually feel like You dont get to listen to what the sound system actually sounds like You dont feel special, nor powerful
- 30. The Program
- 31. 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
- 32. Were going to Germany. (and Switzerland and Austria too)
- 33. Were going to Germany. (and Switzerland and Austria too)
- 34. 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
- 35. 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 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.
- 36. Part 2 Castles & Spas
- 37. Stuttgart
- 38. Stuttgart Strengths Factory Tour - A+ Dining - B Museum - A+
- 39. Stuttgart Strengths Factory Tour - A+ Dining - B Museum - A+ Weakness American sales type presents you car - huh?
- 40. Traveling
- 41. Traveling Strengths Scenery - A+ Spas - A++ Friendly locals - A
- 42. Traveling Strengths Scenery - A+ Spas - A++ Friendly locals - A Weakness Traffic fines Slow drivers
- 43. How I convinced my wife to join me
- 47. Powerful
- 48. Awesome
- 49. Innovative
- 50. Fast
- 51. German
- 52. Expensive
- 53. Quality
- 54. Efficient
- 55. Manly
- 56. Handsome
- 57. Elegant
- 58. Freedom
- 59. Historic
- 60. Fun
- 61. 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 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.
- 62. 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, 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. Part 3 The waiting is the hardest part
- 68. 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 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.
- 69. The heart of Porsche Inadvertent brand Even bigger association Moment! 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
- 70. 3 Distinct user experiences
- 71. 3 Distinct user experiences Planning tools
- 72. 3 Distinct user experiences Planning tools Adventure companion
- 73. 3 Distinct user experiences Planning tools Adventure companion Preparing for ownership
- 74. 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 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.
- 75. 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.
- 76. 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, 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
- 77. 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
- 78. The heart of Porsche Even bigger Moment! 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
- 79. 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
- 80. The reality
- 82. Basically, if the perfection is not consistent, the experience is not perfect.
- 83. Now the cold hard truth
- 84. If the product is that good, the imperfect experience of acquiring it can be forgiven
- 85. Thank you