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

9. This is Porsche

12. Power in brand

13. Every breath you take

14. The promise

15. The brand promise is extended to all associations

17. Powerful Awesome Innovative Fast German Expensive Quality Efficient Smart Manly Handsome Elegant Freedom Historic Fun

22. The purchase

23. Exclusive customer consultation

26. Exclusive

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

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. 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.

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

44. The brand promise

46. Powerful Awesome Innovative Fast German Expensive Quality Efﬁcient Smart Manly Handsome Elegant Freedom Historic Fun

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

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

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

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

81. Consistency in perfection

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

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

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

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