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Corporate Haptics for Porsche It's a framework to shape the touchpoints of an experience between man and machine - in a congruent manner. Touchpoints are revealed and balanced without suffering essential qualities.

Working towards a consistent experience.

Client
Porsche AG
Automobile

User Interface
User Experience
Research and Strategy
Model Building

All mok to services

Timeframe
April - June 2004
Relation
Thesis of Christina Eddiks, Tom P. Schaafs and Ulf Eberspächer (guided by Prof. P. Heidkamp, KISD)

Honours

Raymond Loewy Junior Designer Award 2005

Commerzbank Designpreis 2005
(available only in german)

Köln Design News
(available only in german)

Related information
German Abstract
English Abstract

Preventing disappointments and unexpected behaviours.

Towards a consonant 'brand sensory image'.

This is what mok to calls a methodically guided 'Corporate Haptic' to manage peoples' expectations.

Goal The work explores approaches to improve the "dance" between man and machine strategically. It pays great attention to the impact of emotions, though they are not easy to capture or to evoke in a desired way. The Porsche serves as instance - more precisely the internal environment of the 911 Carrera. The principles and insights can be generalised though.

1. Develop a characteristic interior experience (which is 'on brand')
2. Carry the design philosophy through the process
3. Achieve general applicability to transfer the knowledge

Topicality A current issue is addressed - the increasing need of design in the cockpit of a car. A tool is offered to make strategical use of the approaching realms of design. Insights from different disciplines are merged to build a new methodology. The emerging electrification and the increasing demand for convenience and features is the initial impulse to this work. There is demand for a convenient interieur while at the same time the experience shall not suffer. That is a tough treat regarding the reduced and beloved configurations of older Porsche cars. But regression is not an option. It demands for a timely interpretation that cares for 911 core values at crucial touchpoints. An accurate combination of conceptual variables. Discrepancies can be identified early resulting in a consistent experience. No disappointments, but positive affect.

Structure The work is two-fold. First part is the theoretical background from several fields of research: psychology (cognitive, emotional, motivational), MMI (Man-Machine-Interaction) and historical research. The second part consolidates those insights to produce the design concept. Tools with broad application are derived: clustering, model of valences, HCC (Horizontal Concept Check), personas, core concepts, phases of usage, szenarios.

Core Features

Quick application in the current development process

Portability through universal parameters

Scalable to any artefact and usage

Methodological integration of driver's emotions

Visualisation for easy communication and decision making

Benchmarking of the experience along its touchpoints

Comparability of positive and negative aspects

 

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