Busan Design Centre - UX in Yacht Design

8/8/2019 Busan Design Centre - UX in Yacht Design

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User experience in yachting designMark Vanderbeeken

Image credit: Liviu Tudoran, Luca Troisi


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The luxury customer expects more.

They want to be surprised, entertained, moved.

They want an experience.

Helen BurdenManager, World Luxury Congress

Yachting is anexperience

Image credit: Yaroslov Yakovlev, Luca Troisi


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Experiencedesign areas

Entertainment Education

Aesthetics Escapism

Absorption

Activeparticipation

Immersion

Passiveparticipation


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What is anexperience? 4 components of rarity:

Natural rarity

Techno-rarity

Limited edition

Information-based rarity


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Experience-driven rarity:

Post-materialistic Memorable

Unique

Does not conflict with production volume

What is anexperience?

Image credit: Luca Troisi


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How can we

design anexperience?

Research on future scenariosand strategy development

In-depth understanding of user needsthrough observation and analysis

Comprehensive usability analysis Strong user experiences

User-centereddesign concepts and strategies

Understand

DesignEnvision

Test Prototype

Experientia services


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How can we

design anexperience?

Research on future waterculture scenarios and yacht

strategy development

In-depth understanding of yachters needsthrough observation and analysis

Testing of usability and experienceon yachts

Strong user experiencesfrom showroom to water

User-centered yachtingconcepts and strategies

Understand

DesignEnvision

Test Prototype

Experientia services


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Cultural considerations:

The US and European markets aresimilar

The Asian marketplace is culturally

very different

Korean companies know the Asian

cultural context from the inside

Envision

Image credit: Anders Gloslie


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Democratization Human centered

Experience Green vision

New demands

Boating 2.0

Envision


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Complicated

interaction

Loss of

exclusivity

Product

oriented,

not people

oriented

Few services

and no

experiences

Pollutantprocess

and no

sustainable

materials

Dealers and

boat shows

as contact

Understand


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Understandopportunity map

Privacymanagement.I feel like beingalone, Please do not

disturb, Lightproximity signals.

Natural light management.I want to wake up while the sun isrising Electromagnetic glassconnected to natural light sensors

or to programmable controls.

Dealer visualconfigurator.I see it and want it!


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Designers skills

Collaboration. The lone creative genius is being replaced

with interdisciplinary collaborators.

Empathy.A people first approach creates inherently

desirable solutions.

Experimentalism. Designers need to ask questions and

explore constraints.

Integrative thinking. Designers need analytical skills,

create solutions that go beyond and improve existing

designs.

Optimism. Potential solutions are better than existing ones.

Image credit: Yaroslov Yakovlev, Luca Troisi


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Design:Quiet privacy

Image credit: John Liland, Luca Troisi


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Design:

Natural lightmanagement

Image credit: John Liland, Luca Troisi


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Design:

Visualconfigurator


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Design:

Visualconfigurator


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Design:

Visualconfigurator


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Prototyping and testing is the only method to arrive at solid and

valuable user experiences. Prototyping can include physical

mock-ups, service prototypes, and experience prototypes.Prototyping& testing


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Conclusions

Asian marketsituation

Revolutionary

Incremental

Evolutionary

Evolutionary

New user

Existing user

Existing market New market

Korea

ChinaIndia

Westerncountries

Russia

Brazil

Westerncountries


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European companies

Made in Italy, made in UK

Asian companies

Conclusions

Asian marketsituation

Expertise

Technology know-how

Proximity markets

Knowledge of local aspects

Yacht marinas under developed

Product oriented

Distance

High labor cost

Heritage brands

+positive elements

negative elements


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Marinas

Building a yachting culture also involves building

a waterfront culture - from experiential marinas,

to the attitude to the sea and sea sports.


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Next steps

Educate designers and yachting professionals

according to modern design paradigms.

Leverage cultural knowledge to take

advantage over the Western boat builders.

Know people and devise a design strategy

around lifestyle before designing the product.


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Torino (HQ)

Via Cesare Battisti 15

10123 Torino

Italia

T +39 011 812 9687

F +39 011 813 4121

[email protected]

www.experientia.com

Experientia s.r.l.

Image credits:Turins IED Yacht class studentsand teacher (Luca Troisi).
http://www.experientia.com/http://www.experientia.com/mailto:[email protected]:[email protected]

Busan Design Centre - UX in Yacht Design

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