This is a Master’s thesis project conducted at Chalmers University of Technology in collaboration with Polestar, a Volvo owned electric automotive brand located in Gothenburg, Sweden. The focus is the Polestar showroom called Space - a physical store-like environment in which customers will get to experience the digital brand of Polestar and gain knowledge about the electric performance brand before deciding to commit and purchase a car. The Polestar brand philosophy and its connection to the Space is described by Polestar CEO Thomas Ingenlath as follows:
“Polestar will be a fully digital brand, but a Polestar Space is where customers will be able to come into direct contact with us. [...] In a Polestar Space, they’ll meet and interact with a Polestar brand and product expert, see the engineering under the skin as well as be able to take a test drive. A visit to a Polestar Space will be a very different experience to today’s typical car dealership”.
The focus of this thesis is an integration of a tabletop system within Space to enhance the anticipatory experience of owning a Polestar car.
Integrating Tabletop Displays in Automotive Showrooms to Enhance the Anticipatory User Experience
Guidelines for Anticipatory UX Design
Research question
“What design guidelines should be implemented when designing for a tabletop display to enhance the anticipatory user experience of an automotive showroom?”
DANNY LAM & LOUISE AHNVIK
Department of Computer Science and Engineering CHALMERS UNIVERSITY OF TECHNOLOGY Gothenburg, Sweden 2019
PHASE 1
RESEARCH, INTERVIEWS, SURVEYS
We began our thesis by looking up relevant studies and read a lot of research articles in order to understand our problem and research that has already been done to avoid reinventing the wheel.
Spatial Screen Configuration and Tabletop Interaction
Understanding the User Journey
Linking the Physical and Digital World
The Immersive Retail of the Future
Immersive User Experience
Tesla showrooms
Apple Stores
Electrification
Anticipatory
Design
IKEA
Automotive Dealership
To complement our theory, we interviewed experts from Polestar. They were experts within Digital Marketing, Netnography, Market Analytics, Consumer Flows, Electrification, User Journey and Service Design.
PHASE 2
ANALYSIS, AFFINITY DIAGRAM, REQUIREMENT MAPPING
A lot of insights have been collected. It is now time for an analysis of the data. We decided to write them down on post-its and then put them on the wall. This will facilitate the categorization.
