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.
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
29. 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
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. We’re going to Germany.
(and Switzerland and Austria too)
33. We’re 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.
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
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
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
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