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The DAF Experience “The Path to an Interactive Cross-Device Experience”

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The DAF Experience “The Path to an Interactive Cross-Device Experience” THE DAF EXPERIENCE “The path to an interactive cross-device experience” 7 june 2012 THE DAF EXPERIENCE Fontys - Education Institution Interns Name: Marco Geerarts Name: Henri Louis Schröter Studentnumber: 2121213 Studentnumber: 2136256 Course: ICT Media Design Full Time Course: ICT Media Design Full Time Institution: Fontys Hogeschool ICT Institution: Fontys Hogeschool ICT Telephone: +31643986529 Telefoon: +31653372497 E-mail: [email protected] E-mail: [email protected] Teacher supervisor Name: Eric Slaats Telephone: +31653159413 E-mail: [email protected] DAF Trucks - Company Details Graduation supervisor Name: DAF Trucks N.V. Name: Tom van Acht Address: Hugo van der Goeslaan 1 Funtion: Client Tech Postal Code: 5643 TW Eindhoven E-mail: [email protected] Telephone: +31402149111 Email: [email protected] Website: http://daf.com 2 3 PREFACE This Thesis has been commissioned by DAF Trucks interviewing and discussion. N.V. and in particular the IT Department. The study was conducted between the 30th of January The research phase has been conducted as and the 26th of June. This Thesis is to display our following: Henri Schröter is responsible for the competence in the field of ICT Media Design and technological trend research part, while Marco prove we are worthy of graduation at the Fontys Geerarts is responsible for the automotive and University of Applied Sciences. The purpose of event marketing part of the trend-research. Both of the research is to provide DAF with the means us have studied the difference between experience to improve its DAF Experience Exhibition and and information and partly written a piece of the deploy IT hardware in the context of a multimedia research paper. brand experience. When DAF is mentioned in this document DAF Trucks N.V. is meant. This is done to In the concept phase again most of the work It is a common experience that a problem difficult at night improve readability. required thorough dialog, so this again is not black is resolved in the morning after the committee of sleep has and white. The deployment document was written worked on it. We want to thank Tom van Acht, for helping and by Henri Schröter while the demonstration video supervising of this project, Jac van Orsouw for his was edited by Marco Geerarts. -John Steinbeck trust and for making this project possible, Michel van den Berg for the technical support and Eric The work on the proof of concept was divided Slaats for helping us as teacher supervisor. In clearly: Marco Geerarts developed the Surface II addition we want to thank all the other employees application, and Harry Schröter developed the of DAF and friends that helped us accomplish this software for the Mifare cards and the content project. management system. The internship has been a duo-project in which This document requires some technological know- both of-us have invested a lot of time and effort. how, that’s why we would recommend reading the Here is a brief description of the labor division in glossary in advance. the graduation internship. Marco Geerarts & Henri Schröter Most of the work on the basic level has been carried out together. However on more specific level clear separations can be seen. The Project management and Analysis phase have mainly been a joint creation because it required a lot of 4 5 1 INTRODUCTION 12 5 RESEARCH 30 How can the experience of visitors of the DAF Experience Exhibition be improved? What are current trends in automotive/truck exhibition marketing and interaction? 5.1 Trend Research 32 2 COMPANY BACKGROUND 16 5.1.1 Automotive & Event Marketing 32 What exactly is DAF and what part of DAF is involved in this project? 5.1.2 Interaction Design 35 2.1 Driven by Quality 19 5.2 Experience vs. Static Information 36 2.2 The Department 20 5.2.1 What’s the exact difference? 36 2.3 The Experience Exhibition 21 5.2.2 The Advantages of an Experience 37 5.3 Conclusions & Recommendations 38 3 PROJECT DEFENITION 5.3.1 Conclusions 38 What are the project targets and how are these to be achieved? 22 5.3.2 Recommendations 39 3.1 Project Target 24 6 MY DAF 42 3.2 Chosen Solution or Approach 24 What are the possibilities of this concept? 3.3 Phases and Research Questions 24 3.4 Project Scope 25 6.1 Concept Description 45 3.5 Products or Final Results 25 6.2 Choice and Links to Research 47 6.3 Deployment Plan 48 6.4 Proof of Concept 49 4 ANALYSIS & STATUS QUO 26 6.4.1 Surface II Application 49 What was the current situation and what assets were present? 6.4.2 Scanner Application 50 6.4.3 Content Management System 51 4.1 The Focus Group 28 6.5 Advice 52 4.2 The Message 29 4.3 The Hardware 29 7 REFLECTION 54 4.3 Project Definition Evolution 29 How did the project commence and what did we encounter? 7.1 Chronological Order of Events 56 7.2 Working in a Corporate Environment 57 7.3 Personal Reflection Henri Schröter 58 7.4 Personal Reflection Marco Geerarts 59 6 7 SUMMARY A short summary of the conclusions and findings in the scope of this project This project has been commissioned by DAF Trucks Next a study was conducted in the fields of truck the information provided in the DAF Experience N.V. to explore the possibilities in upgrading the and trailer exhibition and marketing, automotive Exhibition and to collect data in many ways. The DAF Experience Exhibition and deploying new exhibition and marketing, and interaction design. system works by letting the visitor scan his card IT hardware acquired by DAF in the context of a This was done while focusing on the hardware at specific trucks or services he finds of particular multimedia brand experience. The initial situation acquired. The ‘Cool Hunting’ method was used to interest to him. This way the visitor collects the was partly outdated and therefore had become create a trend report describing the status quo in information that is connected to these locations less representative in the context of a progressive these fields. The overarching trend observed in and DAF simultaneously collects valuable visitor quality brand. this report was the focus on creating an experience data. Later the personalized information is send to over providing information. As well providing the visitor via email. DAF is a company offering both trucks and services the visitor with an interesting experience as the that accompany those trucks. The DAF Experience quest for a natural user interface in interaction It’s important for DAF to keep the Experience Exhibition is an automotive fair stand located on and user experience design fit this trend. A lot of Exhibition state of the art because it’s representing the DAF terrain in Eindhoven, which is used to examples of appliances have been documented DAF’s brand; a progressive truck company driven by display the latest trucks and services to potential in the research paper. The Experience vs. Static quality. customers and provide them with valuable Information dilemma was then elaborated on information. and applied to the situation at DAF. For DAF the information providing still remains important, The first part of the research was the Analysis, but creating an experience has slowly gained which has been made by conducting interviews momentum. with DAF employees from multiple departments. The DAF Experience target audience was defined as Based on the previously mentioned study a handful transport company owners and their truck drivers. of concepts were generated and documented. DAF’s mission statement was also included; this is These were then analyzed again and the best “Driven by Quality”. This statement should lead to solution was presented to the project board and the best business proposition and helps to lower taken to the development phase in creating the the total cost of ownership of a truck. And last but proof of concept. This is an interactive cross- not least every different way the bought hardware device installation enabling the user to collect could be of value to the project has been explored information using a personal ‘MY DAF’ card. This and documented to get an indication of the installation can serve as a platform on which technological possibilities. more interesting experiences can be built. It makes it possible to customize and personalize 8 9 GLOSSARY COOLHUNTING troublesome connections need to be made. Cross as a social device making it possible for multiple provides meta information about an object the user A Trend-research technique developed by Carl Device interaction is used to increase usability. For users to interact at the same time. This device is is looking at. Rohde (acclaimed Trend watcher of the year 2010). example physically throwing an image from one capable of recognizing fingers, objects and so-called This technique works by searching for cool objects, device to another. tags placed on it allowing interesting interaction SDK (Software Development Kit) ideas, blogs etc. and analyzing them in order to possibilities. A collection of tools for developing software for extract important trends. This technique has been DAF EXPERIENCE (TOUR) a specific type of hardware or application. For applied in the trend research phase. The DAF Experience consists of a two-day tour in MIFARE instance the SDK for the Surface II adds a lot of which potential and current customers are visiting Mifare is the type of near field communication extra features that make the development for this C# interesting locations inside and outside of the DAF (NFC) card used at the MYDAF concept.
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