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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
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]Top Related