Evoke
OVERVIEW
OVERVIEW
Evoke was my university degree project, developed in collaboration with Porsche Digital. Our team focused on enhancing road trip experiences by leveraging emerging technologies in the mobility sector.
Evoke was my university degree project, developed in collaboration with Porsche Digital. Our team focused on enhancing road trip experiences by leveraging emerging technologies in the mobility sector.
IMPACT
IMPACT
Enhanced Experience Design: Shifted focus from AI concierge to memory collection, creating a more meaningful road trip experience for users.
Validate Concept: Successfully validated that reliving captured memories adds emotional value, confirmed through user testing and interviews.
Innovative Use of Technology: Explored AR lenses and mobile solutions, allowing users to relive moments without disrupting their experience.
User-Centred Research: Conducted immersive research, including interviews and firsthand road trip documentation, leading to well-informed personas and user journeys.
Collaboration with Porsche: Aligned with Porsche Digital’s goals of adapting to millennial preferences, offering experiences as a luxury rather than material possessions.
Enhanced Experience Design: Shifted focus from AI concierge to memory collection, creating a more meaningful road trip experience for users.
Validate Concept: Successfully validated that reliving captured memories adds emotional value, confirmed through user testing and interviews.
Innovative Use of Technology: Explored AR lenses and mobile solutions, allowing users to relive moments without disrupting their experience.
User-Centred Research: Conducted immersive research, including interviews and firsthand road trip documentation, leading to well-informed personas and user journeys.
Collaboration with Porsche: Aligned with Porsche Digital’s goals of adapting to millennial preferences, offering experiences as a luxury rather than material possessions.
DESIGN PROCESS
DESIGN PROCESS
IMMERSION
We began by immersing ourselves in the mobility sector through desk research to understand current and future trends, as well as potential risks. This helped us identify opportunities to create value for Porsche Digital.
We began by immersing ourselves in the mobility sector through desk research to understand current and future trends, as well as potential risks. This helped us identify opportunities to create value for Porsche Digital.
STAKEHOLDER MEETING AND ALIGNING ON THE CONCEPT
After a stakeholder meeting, we aligned our goals on enhancing road trip experiences, setting the stage for our design work.
After a stakeholder meeting, we aligned our goals on enhancing road trip experiences, setting the stage for our design work.
PRIMARY RESEARCH & FIELD STUDY
We conducted interviews with frequent road trippers and even documented our own road trip to gain firsthand insights. This research led to the creation of personas and user journeys. Our initial prototype concept, an AI concierge, aimed to enhance road trip experiences.
We conducted interviews with frequent road trippers and even documented our own road trip to gain firsthand insights. This research led to the creation of personas and user journeys. Our initial prototype concept, an AI concierge, aimed to enhance road trip experiences.
THE PIVOT
After testing early prototypes and receiving feedback, we realised the AI concierge didn’t add significant value. We decided to pivot, focusing on other ways to create meaningful experiences.
After testing early prototypes and receiving feedback, we realised the AI concierge didn’t add significant value. We decided to pivot, focusing on other ways to create meaningful experiences.
DESIGN SPRINT
In a five-day design sprint, we ideated solutions and concluded that helping users collect and relive memories was a compelling direction.
In a five-day design sprint, we ideated solutions and concluded that helping users collect and relive memories was a compelling direction.
CONCEPT VALIDATION
We decided to record a football match among users and conducted interviews a few days later where we asked them questions about memories related to the game. After their answers, we decided to show them the recording to observe and record their reactions. After receiving a positive reaction to the recorded memories, we were able to successfully validate our concept and build on our ideas.
We decided to record a football match among users and conducted interviews a few days later where we asked them questions about memories related to the game. After their answers, we decided to show them the recording to observe and record their reactions. After receiving a positive reaction to the recorded memories, we were able to successfully validate our concept and build on our ideas.
EVOKE
After months of research, field trips, and collaboration, Evoke was born. We validated that memories bring lasting value to people’s lives, and our solution enables users to cherish them forever.
After months of research, field trips, and collaboration, Evoke was born. We validated that memories bring lasting value to people’s lives, and our solution enables users to cherish them forever.
PROBLEM STATEMENT
PROBLEM STATEMENT
Porsche faces a critical challenge in the modern luxury automotive market as the preferences of new generations shift towards valuing experiences over material posessions. This evolving mindset threatens Porsche's establishment identity as a symbol of luxury and performance, potentially lending to a decline in market relevance and consumer appeal.
Porsche faces a critical challenge in the modern luxury automotive market as the preferences of new generations shift towards valuing experiences over material posessions. This evolving mindset threatens Porsche's establishment identity as a symbol of luxury and performance, potentially lending to a decline in market relevance and consumer appeal.
Porsche faces a critical challenge in the modern luxury automotive market as the preferences of new generations shift towards valuing experiences over material posessions. This evolving mindset threatens Porsche's establishment identity as a symbol of luxury and performance, potentially lending to a decline in market relevance and consumer appeal.
RESEARCH INSIGHTS
RESEARCH INSIGHTS
Millennial Market: Targeting millennials, who value experiences over material possessions.
AR Contact lenses: Exploring advanced AR technology like MOJO VISION’s “Invisible Computing” for seamless information overlay without disrupting the view.
Interviews: Found that seamless moment-capturing is valuable, as people want to remember experiences without interrupting them.
Emotional Impact: Investigated how emotional experiences could be enhanced through non-intrusive AR technology.
Millennial Market: Targeting millennials, who value experiences over material possessions.
AR Contact lenses: Exploring advanced AR technology like MOJO VISION’s “Invisible Computing” for seamless information overlay without disrupting the view.
Interviews: Found that seamless moment-capturing is valuable, as people want to remember experiences without interrupting them.
Emotional Impact: Investigated how emotional experiences could be enhanced through non-intrusive AR technology.
DESIGN SPRINT
EMPATHISE STAGE:
Addressed the shifting perception of luxury, hypothesizing that memories are the ultimate luxury.
Hypothesis: Memories are the ultimate luxury, as long as we are humans they will be life’s greatest treasure. For this reson the ability to relive a specific moment adds value to the experience.
Addressed the shifting perception of luxury, hypothesizing that memories are the ultimate luxury.
Hypothesis: Memories are the ultimate luxury, as long as we are humans they will be life’s greatest treasure. For this reson the ability to relive a specific moment adds value to the experience.
"Sometimes I'm doing activities that don't allow me to record the moment"
"Sometimes I'm doing activities that don't allow me to record the moment"
"It's too much work to take photos and you loos the actual moment"
"It's too much work to take photos and you loos the actual moment"
"Capturing moments keep you away from living the moment"
"Capturing moments keep you away from living the moment"
DEFINE STAGE:
The challenge was to enable people to relive their most meaningful moments, making this the core goal of our design.
The challenge was to enable people to relive their most meaningful moments, making this the core goal of our design.
IDEATE STAGE:
PROTOTYPE AND TEST STAGE:
1. We filmed a game of football with friends. Nobody new of the prototype and why we where filming
2. With what we filmed we created a video compiling the football game experience
3. After the football game we conducted tests, the participants were asked about the game and what they remember, then they where triggered by the video and they where asked the same questions.
1. We filmed a game of football with friends. Nobody new of the prototype and why we where filming
2. With what we filmed we created a video compiling the football game experience
3. After the football game we conducted tests, the participants were asked about the game and what they remember, then they where triggered by the video and they where asked the same questions.
DESIGNS
DESIGNS
For the user interface, we considered displaying the experience on AR lenses but opted for a mobile app to avoid disrupting the moment. Users adjust settings through the app and can relive moments via Apple Vision.
For the user interface, we considered displaying the experience on AR lenses but opted for a mobile app to avoid disrupting the moment. Users adjust settings through the app and can relive moments via Apple Vision.
