Natalia Walewska | UX/UI Product Designer

Natalia Walewska

my work

about me

Natalia Walewska

my work

about me

evoke

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.

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

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.

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.

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.

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.

DESIGN SPRINT

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 response to the recorded memories, we successfully validated our concept and built upon 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.

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 possessions. This evolving mindset poses a threat to Porsche's established identity as a symbol of luxury and performance, potentially leading to a decline in market relevance and consumer appeal.

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, hypothesising 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 reason, the ability to relive a specific moment adds value to the experience.

Addressed the shifting perception of luxury, hypothesising 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 reason, the ability to relive a specific moment adds value to the experience.

Addressed the shifting perception of luxury, hypothesising 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 reason, 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"

"It's too much work to take photos and you loos the actual 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.

IDEATE STAGE:

PROTOTYPE AND TEST STAGE:

We filmed a game of football with friends. Nobody knew of the prototype, or why we were filming
With what we filmed, we created a video compiling the football game experience
After the football game, we conducted tests, the participants were asked about the game and what they remembered, then the video triggered them, and they were asked the same questions.

We filmed a game of football with friends. Nobody knew of the prototype, or why we were filming
With what we filmed, we created a video compiling the football game experience
After the football game, we conducted tests, the participants were asked about the game and what they remembered, then the video triggered them, and they were asked the same questions.

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.