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. This type device easier. This is an object oriented programming language facility. of card is comparable with the OV-Chipcard used developed by Microsoft. C# is the most important in the Dutch public transport. The Mifare card is STATIC INFORMATION language of the .NET framework. DAF EXPERIENCE EXHIBITION capable of storing small amounts of data. Commonly used static data like texts, images or DAF has decorated part of its facility in Eindhoven video’s. CONTENT to be part of the DAF Experience. Visitors are .NET Substantive information or creative material guided around this trade fair like exhibition where This is a framework to create a seamless WPF (Windows Presentation Foundation) viewed in contrast to its actual or potential the latest trucks and services are exhibited. The integration between applications and libraries A Graphical System developed by Microsoft that manner of presentation: including text, images location is site B10. written in different programming languages. .NET enables better design of controls for the .NET and video’s that constitutes a publication or can only be used for Microsoft (Windows) related framework. WPF makes use of XAML, which is a document. For instance: a text containing the HARDWARE development. programming model to build user-interfaces. specifications of the DAF XF105, or a promotional Hardware is the physical aspect of computers, video. telecommunications and other devices. For NFC XF105 example: Televisions, Screens and Printers. Near Field Communication, a new technique used The XF105 is DAF’s latest flagship; it’s the biggest CMS (CONTENT MANAGEMENT SYTEM) to send small amounts of data between a sender and most advanced truck DAF provides. It’s the This is a system that’s used to control and manage MARKETING AUTOMATION: and receiver over a distance of approximately 5-10 brother of the smaller CF and LF models and was the content of a system like for example a website. Marketing Automation means using technology to cm. This technique is Radio based. declared “international Truck of the Year 2007”. Usually it uses a user-friendly interface so it’s easy create better marketing results that work mostly to use for someone with average computer skills. autonomous. For example Email and social media NON-INTRUSIVE USER EXPERIENCE marketing. Using computer hardware and software to support CROSS DEVICE INTERACTION the user in the things he or she is doing while not This means seamless interaction between MICROSOFT SURFACE II requiring extra specific input. A form of computer- multiple devices. It’s mostly about automatically This is a large interactive multi-touch surface human interaction in which the computer sharing information between the devices, so no created by Microsoft and Samsung. It is to be used anticipates what the user wants and for example

10 11 INTRODUCTION How can the experience of visitors of the DAF Experience Exhibition be improved? 1

12 13 1 INtroduction

How can the experience of potential customers The chapters in this document report the visiting the DAF Experience Exhibition be progression of the project chronologically. Chapter improved by deploying modern IT hardware while 2 provides a little information about DAF as a maintaining the “quality” and “state of the art” company. In chapter 3 the project goals, targets and feeling that corresponds with DAF? This question chosen approach are defined. We will elaborate involves a variety of subjects and contains some on the focus group, bought hardware, current assumptions, which lead to even more questions. ideas and the evolution of the project definition in chapter 4. Chapter 5 covers the research done Who are the customers of DAF and what kind in the fields of automotive exhibition marketing, of an experience do they prefer? Does the status interaction design and experience marketing with quo really need improvement? Why provide an a focus on modern IT hardware. The full research experience? Why don’t we just inform the potential document can be found in the appendix. Finally customers about all the options? What is the the delivered concept is described in chapter 6 and competition doing in this field? DAF needs these in chapter 7 we will reflect on the process of this questions answered, hence the need for this project project. to be carried out.

14 15 COMPANY BACKGROUND What exactly is DAF and what part of DAF is involved in this project? 2

16 17 2 COMPANY BACKGROUND

In 1928 two brothers Huub and Wim van Doorne cabin and axes are produced in Westerlo (Belgium). founded a small company in the south of the From there, these are shipped to Eindhoven and Netherlands called “Commanditaire Vennootschap Leyland (England) for use at the assembly line. Huub van Doorne’s Machinefabriek”. Over the last This last production facility is considerably smaller 80 years this company has undergone a major than the one based in Eindhoven, but still of great transformation. Simple trailers became army importance. related vehicles and small person cars became large trucks for multinationals. Now in 2012 DAF In 1993 DAF went bankrupt and made a new start has become one of the largest truck producers in as “DAF-Trucks N.V”. In 1996 DAF became part of Europe and is working hard to expand its market the Paccar Company. This company also includes share even further. Peterbild, Kenworth and Foden. This fusion meant that DAF no longer was an independent This QR links to a youtube video The main (and largest) truck production facility is Dutch company but part of a worldwide introducing DAF. located in Eindhoven (Netherlands). In this facility covenant community with an American business the engines and bodywork are constructed and proposition. the final assembly of the trucks is conducted. The

2.1 Driven by Quality

Driven by quality is DAF’s business proposition. This and maximizing the revenues. This proposition proposition leads to “the best business proposition” seems to work well: according to market research, for each party: DAF strives to minimize the total DAF has the biggest marked-share of tractors in cost of ownership by minimizing the cost and risks Europe at the time of writing.

18 19 2.2 The Department 2.3 The DAF Experience Exhibition

For our internship we were part of the Information all IT innovations and mobile solutions that are and Technology Department (ITD). This department required by DAF. For example: the use of mobile consists of multiple smaller departments that are applications at trade fairs, or the deployment of all active on different disciplines ranging from tablets for the management team. software development to PC problem support. For the last six months we were part of the In the figure below all departments of importance latest newcomer called “innovations and mobile to this project are displayed including ours, which solutions”. This new department is responsible for is managed by Jac van Orsouw.

The DAF Experience Exhibition is the main reason products and services. why this graduation project has been brought to life. First let’s make clear that there’s a major When the Euro crisis started around four years ago difference between the DAF Experience and the DAF DAF decided to stop going to trade fairs to reduce Experience Exhibition. The DAF Experience consists marketing costs. So instead of travelling the world, of a two-day tour in which potential customers are DAF created the experience tour and invited the visiting interesting locations inside and outside of customer to come to DAF. the DAF facility. The Exhibition on the other hand is one of the locations visited in the Experience Now four years later, the Experience has proven to tour. be a success and DAF is conservatively exhibiting at a few trade fairs again. The tour has undergone The visitors of the Experience are mainly truck some updates during those years to stay state of company owners and truckers. They visit the the art. Each year around 3000 people take part in Exhibition at the second day of their trip for just the experience and all of them visit the exhibition about an hour. At the Exhibition they get a cup as well. DAF has decided to keep continuing the of coffee followed by a guided tour across every tour over the next couple of years. In order to stay part of the Exhibition. They are provided with up to date and meet DAF’s quality standards the information about the trucks and services and can experience exhibition needed an upgrade. give the trucks a little try (no actual driving). The It’s important to note that the same area is also Exhibition is very familiar to a trade fair stand and used for official product releases and important was designed to impress the visitors with the DAF supervisory board meetings.

20 21 Project Definition What are the project targets and how are these to be achieved? 3

22 23 3 Project Definition 3.4 Project Scope

3.1 Project Target A broad range of techniques and hardware are way or another. Also, the project owner has to available to the project, yet we are in a big way approve the results at the different stages and keep Creating a plan for deployment and use of services to the customer in a better, more limited to that hardware. The budget for this the project managers updated on eventual changes innovative IT hardware at the DAF Experience interesting way than it currently is. A proof project was spent mostly on the new hardware last in DAF’s company policies. Exhibition to offer the customers a multimedia of concept was then created according to the year. There was little budget left but not ranging in brand experience, and to communicate the plan’s specifications and tested to meet DAF’s the thousands of euros. Finally the DAF exhibition tour guides are involved; provided information about DAF Trucks and requirements. they are the ones using and explaining the The board and people involved in the DAF hardware to the customer and are included in the Experience have to be included in the project one usability testing. 3.2 Chosen Solution or Approach

This project has investigated what the exact what hardware or means work best in doing this. 3.5 Products or Final Results information is DAF wants to convey to the The following phases were defined to make the customer, exploring the different possibilities and project more structured: The earlier mentioned steps are completed and The seven products are: every step will be thoroughly documented as following: 1. The analysis document 3.3 Phases and Research Questions 2. The research document The analysis data is described in the analysis 3. The concept document 1 Analysis document. Then the theoretic research is 4. The deployment document • What exactly has to be communicated at the 3 Concept documented in a research paper. All the concepts 5. The proof of concept DAF Experience Exhibition and what is the • What communication-concepts can be and their different versions are described in 6. The thesis target audience? generated based on the previous analysis and the concept document. This also contains the 7. Other documents including the minutes and • In what way is the message communicated at the theoretic research? motivation for the choices made in the process of time registration this point of time? • What technical concepts can be generated picking the concepts to be executed in the proof • What hardware is present and what can be based on the communications-concept? of concept. Next a plan for deployment is created acquired? • Is the realization of the concepts possible in for the hardware in the Experience Exhibition • What good ideas are currently present? multiple ways? based on the previous research. The last product obviously is the proof of concept. Finally all 2 Research 4 Elaboration documentation and process data are included in • What are current trends in automotive • What concept will be created? this thesis. exhibition? • Usability Testing: Does the proof of concept • What are current trends in interaction design? meet DAF’s requirements and can it be installed • What form of communication is best used? in the Exhibition?

24 25 Analysis & status quo What was the current situation and what assets were present? 4

26 27 4 Analysis & Status Quo 4.2 The Message

For carrying out this project the current situation, the focus group, the hardware and current idea’s had to “Quality in every detail: that’s what makes the the proposition DAF mentions on the company be described. A lot of DAF employees from the different involved departments have been interviewed to get difference between a DAF and every other truck. website and covers it rather well: Driven by a clear view of the current situation of the DAF Experience Exhibition. Those interviews and the data of the From the steel front bumper to the virtually quality. This proposition leads to “the best business analysis phase can be found as digital attachment in the appendix. unbreakable Lexan headlamp covers, and the proposition” for each player in the process. DAF stylish cab interior to the durable driveline, a strives to minimize the total cost of ownership by DAF truck is built to perform. And it’s built by minimizing the cost and risks and maximizing the 4.1 The Focus Group people who have a passion for trucks.” This is revenues (up-time).

Dealers from different countries across the world specific message or concept, so it has to be made to invite their customers to participate in the DAF capture the attention of the majority. 4.3 The Hardware Experience. It is a 2-day trip which includes a guided tour across the factory, a couple of sale talks According to the interviewees the current IT New devices will have to be put to use in creating and a special sight-seeing trip to a beautiful city equipment deployed in the exhibition was in dear an experience the customer wants to boast like Den Bosch. In the afternoon of the second day need of replacement. Most of it was old or not about. In the end the most interesting devices are the potential customers will visit the Experience operational. If DAF want’s to show its customers those that are on the frontier of technology: The Exhibition. it has a profound interest in technology, the Microsoft Surface II and the Kinect that have been display of broken down and old devices will do the provided are good examples of such devices. The focus group consists mainly of transport opposite. In fact it will harm the overall experience. company representatives and their drivers. These are divided in five segments that the program is adjusted to: long-haul, construction, condition 4.4 Project Definition Evolution transport/distribution, city drive and the various rest. This makes the focus group pretty broad, The project definition has evolved a bit through the important thing to DAF. The goal is providing a because a construction company requires process. At first the goal of the project was showing multimedia brand experience impressing the different trucks and services than a long-haul the customers that DAF is ‘leading in technology’. customers whilst still providing information the transport service. The nationality is also a great After the interviews with the communication customers will remember. Technology takes a differentiator. The eastern european trucker is a department it was clear that the goal was not major part in this but isn’t the goal. world apart from the German transport company to show customers that technology is the most owner. These two archetypes are described in detail in the analysis document. The overlapping character traits are in the fact that they are of middle age, male and have an interest in trucks. The focus group consists mainly of transport This broad focus group makes it hard to create a company representatives and their drivers

28 29 Research What are current trends in automotive/truck exhibition marketing and interaction? 5

30 31 5 Research fairs and shows. The amounts of people a social medium can reach at once make it an interesting This chapter contains the results of the study in current and upcoming trends in the fields of exhibition platform for marketers. This isn’t limited to marketing and interaction design. Besides that, the advantages and disadvantages of experience and the people attending the fair, because they are information based communication have been documented at the end of this chapter. Desk-research and informing all their friends though social media. interviews with experts have helped to accomplish the conducted research.

5.1 Trend Research

The first part of the study consists of trend- proposition and mission statement. Those two research, which was performed according to the techniques combined with the external expert Besides that, personalization needs to be part of the cool hunting method of trend-researcher Carl- interviews form this first part of the research marketing strategy in order to attract the visitor Rhode. The results have been combined with phase. at the right phase of his own personal buying the findings of multiple experts to match DAF’s process. This will increase the chance of positively impressing the visitor.

5.1.1 Automotive & Event Marketing Gamification What are current trends in automotive,truck & trailer, and event marketing? “Gamification is adding a fun-factor to non- game applications in order to make them more Intertainment attractive”. According to live marketing, an This trend is about attracting and informing the But this only works if these media are used innovative event marketing agency, more action customer using a combination of interactivity and innovatively: the majority of people are no longer at the tradeshow stand helps improving the entertainment. Intertainment is still relatively impressed by basic functionality. “Fun” is an experience and ultimately increases the loyalty new and infrequently used at truck and trailer important keyword in this trend. towards the company. Therefore gamification events. In the near future static visual elements proves its importance to marketing and trade like video and images will start to disappear and Personalization shows. will slowly be transformed to more interactive According to Bob Apollo and Jack Morton, both and fun experiences. According to our conducted experienced marketing advisors, personalization Technologisation research a bigger and better experience expands will be a key element in the trade shows of the The latest technological innovations are often the involvement towards the product or company. future. It expands the overall experience and observed in tradeshows and marketing events. increases the possibility that the visitor will For marketeers it is important to use new and Social Amplification actually buy a product. This personalized content innovative IT devices as a tool and not as the As the popularity of social media keeps increasing needs to be of high quality and be visually solution which is one of the most common the influence of this development is seen at event attractive to work well. mistakes.

32 33 Those devices provide the ability to create great 5.1.2 Interaction Design interactive experiences and will generate a steep growth in marketing automation. Marketing What are current trends in interaction design? automation creates the possibility to identify different stages of a persons personal buying Touch and Beyond: Blurring of Digital/Analog Boundaries: process and provide personalized information The thing we see happing here is the need for a Interaction with computers is no longer limited focused on that persons specific desire. natural human interface. The current paradigm to a screen, keyboard and mouse, but due to new is that of the touchscreens, which is replacing technologies like RFID and QR, everyday objects can Ecobition: the unnatural mouse and keyboard interaction, be used to interact with digital data and the other One of the most famous trends today is called but is far from perfect. We want to feel, touch, way around. The blurring of these boundaries “eco-cool”. Eco cool means that thinking and caring manipulate in ways that are normal for a human between digital and analog create a non-intrusive about the environment is becoming main stream. being and everyone knows how to do this. user experience leading us to the next step for interaction between a user and multiple devices.

Cross Device interaction: The rapidly growing amount of cloud solutions combined with near field communication is one of the main reasons cross device interaction is becoming possible.

This way technology will blend in to the More eco-friendly and zero waste events will environment and will be used for the purpose it’s appear in the near future. Gifts will become more intended for: as an augmentation that helps the eco-friendly or even totally digital (no waste) and human being in everyday life. This implies a device The one user, one device paradigm will be over in the promotion of ecofriendly products will start to that adapts to humans and not the other way a couple of years enabling information to be used expand as eco-developments in the market starts around. That brings us to the next trend that has a shared in every possible situation. Right now to rise. This is also seen at DAF: DAF has recently been present for a while, but will only keep getting Interaction between multiple devices will generate released a hybrid version of its LF model, which is bigger. a wow-effect to the user which could be beneficial widely boasted about. in an interactive brand experience.

34 35 5.2 Experience vs. Static Information 5.2.2 The Advantages of an Experience

What forms of communication will impress important compared to static information, and “Tell me, I forget. Show me, I remember. Involve me, I understand.” - Confucius customers the most? As stated before experience is which of them will work best for marketing an overarching trend, and is of great importance purposes, this research has been conducted (the This quote already states the first big advantage important. When the person feels more important to future truck and event marketing. In order complete research document is included as a of an experience compared to static information. his attitude towards the company is influenced to understand why experience has become that digital attachment in the appendix). Since the exponential growth of the fast positively. entertaining media (internet, television, games) the overall human concentration curve has Authenticity 5.2.1 What’s the exact difference? decreased. Reading books isn’t quite as common According to Joseph Pine II and James H Gilmore as years ago and most youngsters don’t have the authenticity is what consumers really want. This Before we can state if either information or To create a good experience this experience patience for this. Active involvement causes the is one of the latest trends observed in marketing. experience works best, it’s important to understand must: people to get to know the product or brand in a “Be what you say you are”. Information simply isn’t the difference between those two. more entertaining way and logically get to a higher able to communicate this message; authenticity is • Ultimately make the user feel happy. level of understanding. something you can’t tell, it’s something you got to The dictionary definition of information covers • Be fun and entertaining. see, feel and experience. a wide area and has multiple meanings. The • Be interactive. Brands are like verbs: what they do matters more research is mainly focuses on static information. • Be memorable/unique. than what they say. So understanding brands This all emphasizes the importance of creating an This static information should be interpreted as: • Engage multiple senses. like verbs does matter. In fact understanding and interesting experience. Of course this experience “commonly used static data like texts, images or • Keep the user engaged afterwards. experiencing a brand, made three out of five people eventually has to communicate a certain message video’s about a brand or product”. In marketing actually buy a product or service according to a like static information does, but achieves that goal terms described as informational communication This in turn will enlarge the level of understanding research conducted by Jack Morton. in a better more interesting and memorable way. instead of transformational. and concentration. Widely available versus be part of the unique The noun experience is still a very broad concept, The last part of this research describes the Secondly information has become available in which has led to the following question: “What advantages of using an experience to communicate almost every remote corner of our planet due to exactly is meant with an experience”? a message in contrast to using static information. the World Wide Web. Basic information simply Multiple researchers have written books and blog isn’t enough: the visitor has to be provided with posts about this subject and created different something unique and entertaining. A one of a models and graphics in order to understand, create kind, entertaining experience where the person and analyze experiences. After analyzing those in actually can undergo and feel the message does a the research document included in the appendix, much better job. the following statements can be made. In fact a personalized experience enlarges the unique part and makes the person feel more

36 37 5.3 Conclusions & Recommendations concept should be at the basis of a project defining what message has to be communicated. Then While defining the project the following question transformational works best. The conclusions and the communication devices that work best in was asked: “What form of communication is best recommendations provided below define a clear broadcasting this message can be chosen. The used?” This research has provided an answer starting point for further development of ideas and devices are not the solution. to whether communicating informational or concepts. 5.3.2 Recommendations 5.3.1 Conclusions

Trends for DAF The right balance between the two extremes should Experience is the key Seven marketing trends and three technological be created. It’s highly recommended for DAF to create an Experience Concept Development trends have been discovered, but not all of those experience. The information that needs to be When developing new concepts for the experience trends match DAF’s business proposition as defined Guidelines conveyed should be brought in a fun way to create the research document and analysis document in in chapter 2.1. These trends are important, but not Multiple experts have developed theories or pleasant memories. This involves the visitor more the appendix should be consulted to get the right all can be used for the current solution. Therefore guidelines related to experience creation. When and will provide a better understanding of the balance and inpiration. after some discussion with DAF Corporate/ these guidelines are combined, they provide a great company and the brand DAF. Marketing Communications a selection of trends set of tools to create memorable experiences. In the has been created. At the bottom of this chapter an previous chapter seven pillars of experience have Driven by quality information graphic can be found containing these been described. These pillars can be of great value The next recommendation is that each and every trends. The theoretical foundation of experience in experience development. Although they provide product in the experience centre needs to be of high development can be found in the bottom half of the a fair guideline, it’s still recommended to make use quality. When parts of the experience have stopped graphic. More information about this can be found of the models of Pine and Gilmore and Pine and working they need to be repaired or removed in the research document in the appendix. Kim. These models can be found in the research immediately, cause it will harm the experience document. and mission statement “Driven by Quality”. Broken Information versus Experience parts of the experience don’t support the above After the research was finished it has become Technology is not the solution statement and make DAF become less authentic. clear that experience definitely is the way to go. As described before, interviewing the It provides some great advantages over static communication department lead us to the fact that The content also needs to be of high quality. information like greater understanding and “Leading in Technology” isn’t part of DAF’s main Showing the website or playing a company video increased uniqueness (which leads to better mission statement as was stated starting this will not impress the visitor and probably generate attitude). Although you still can’t remove all static project. That means the emphasis on technology a negative impulse. It’s DAF’s task to eliminate information because not every aspect can be should be less. The trend research also showed each and all of these negative impulses. experiencing and informative at the same time. that the technology itself is not a starting point for a project of this kind. A communications

38 39 The trends and theoretic foundation that were used for the development of concepts for the Exhibition

40 41 my daf What are the possibilities of this concept? 6

42 43 6 MY daf

Based on the analysis and research a number of concepts have been created in collaborative brainstorms. These have been described in detail elaborating on their advantages and disadvantages and possible ways of deployment in the concept document. From these concepts the best plausible option has been selected. First this concept is described and then the links to the research are explained.

6.1 Concept Description

This QR links to a youtube video explaining the chosen concept.

Upon entering the DAF facility in Eindhoven, a Arriving at the Experience Exhibition the visitors visitor is provided with the MY DAF card. This are informed by the tour guide that they can use card registers the time of arrival, destination this very card to collect data in the experience building, person with whom the appointment is about the various subjects displayed there. For made and the time of departure. No more use of example, when you hold your card at the scanner old fashioned paper forms; a high tech company next to the DAF XF105, the extra information about shouldn’t do this. this truck is added to your card. The visitors are then to explore the exposition solitarily and collect

44 45 information. The tour guide can be approached for This makes it a kind of a hidden, non-intrusive images and film. The user can swipe a block to are limited only by imagination. Any object can be detailed questions. truck configurator. By holding the card next to the another visitor interacting with the Surface to fitted with a Mifare reader or scanner. scanner on the 82” touchscreen they are presented share the data. A list is also displayed on the The card thus works as a virtual goody bag. with their ideal truck, and using paint buckets with Surface containing all blocks so the user can decide The card could be fitted in a little DAF truck that The collecting works by holding the card next Mifare chips hidden in them they can even change to add extra information to his card, or remove the is made specifically for the experience, because to one of the Mifare scanners that are put next the color of their truck. A picture of this truck is information not needed. according to our interviews with the tour guides, to the different trucks and services. These are then saved to the card again. truck drivers and transporters love collecting those recognizable squares with “Hold your card here” Finally a button is displayed that enables the user models. “Collect the virtual cargo for your truck”, written on them. This data is then saved to the When the visitors are finished exploring the to e-mail the data to an entered e-mail address. how does that sound? card (in reality it is registered in a database but the exhibition, the cards holds all the data that is This information is of course all saved in a metaphor works better for most people). important to those people. The tour guide informs database which can be examined for some This card could not only be limited to the user the visitors that they can get some coffee at the interesting user data answering the following in the experience exhibition, but can be used to A little gimmick: to the visitor’s surprise photos are Microsoft Surface II and that they can view their question: What do the visitors like in the mark what is interesting in the whole two day automatically taken when they honk the horn of collected data on the device. Experience Exhibition? This data could then be Experience. For example photos of the driving at the Peterbilt truck. “Hold your card here to save the used to optimize the Exhibition. the test track could be added to the user’s profile, or photo” the sign next to it says. for providing the customer with any information Upgrading they have requested during the tour or any other Now the visitors are informed they can view their The ways in which this concept can be deployed visit to DAF Eindhoven. ideal DAF Truck based on their collected items on the big cTouch touch-screen. 6.2 Choice and Links to Research

The concept chosen for deployment was based as beaming the motor details on a physical on Customizing and Personalizing the Experience truck (one of the other concepts) it is still a Exhibition. In our trend research one of the major fun and interactive way to gather the desired trends was customization and personalization of truck and service information. The link to the information. Personalized data better anticipates technologisation trend and modern ways of When a card is put on the Surface the different the user’s desires, which means the user is interaction is easily seen: Devices are used in items collected will be displayed. This is in the informed with the right information at the right combination and data is exchanged in a seamless form of a square block with an image and a title stage of the buying process. If those two elements looking way. Using a physical carrier to represent per item. Here the user can see what he has (time and content) are combined well, it’s more data in the cloud adds to the blurring of digital/ collected and view the content that is associated likely the customer will be positively impressed. analog boundaries as described in our research. with the items. This is mostly in the form of PDF’s, The next link can be made to intertainment. Seen from a theoretical perspective, an Although this concept isn’t as impressive overwhelming experience seems to be the best

46 47 option for a concept. Practically an overwhelming in the concept document. It also offered the most 6.4 Proof of Concept experience isn’t quite like DAF’s marketing strategy, upgrading possibilities and was the most content- and definitely not corresponding to DAF’s vision independent. With the release of the new engine Now the products created in the proof of concept are explained to get an idea of how the solution works. of the exhibition purpose. DAF is not the one in July, a more audio visual based approach would promising to be first to implement new technology, have to be redesigned then. but the one who will use it after rigorous testing 6.4.1 Surface II Application in the most reliable way. In short, DAF is not like The final concept combines different aspects of the a Mercedes, it’s more like Toyota. This view was analysis, trend research and theoretical research also supported by the corporate communications and is therefore consistent with the upcoming department, who applauded the concept we picked. trends and the preconditions that are determined by DAF. This concept provides an interactive Out of all the concepts MY DAF was the most experience but on the other hand still delivers plausible solution with most positive arguments important information to the visitor.

6.3 Deployment Plan

A deployment plan was created because DAF has for all devices: the Surface II, the touchscreens, a lot of IT hardware for the Experience Exhibition the iPad’s, the big cTouch screen, the 3D television that needs content in order to contribute to the and even the database for managing the MY DAF overall experience. The document focuses on the concept has been described in detail. previously mentioned concept, but is not limited to that. A number of touchscreens positioned The parts out of the concept we were to make as next to the trucks and services have been bought part of our internship are: for example. In our concept these are connected to the Mifare scanner so they can operate via • The application for the Microsoft Surface II, the touchscreens, but this does not define the which acts as the heart of the concept content that is to be displayed on these devices. As • The application for controlling the Mifare described in the plan, these will act as reference scanners next to the truck & services The surface application is based on C# and the can be added by dragging it from the menu or be material. Information about every truck and • The CMS controlling the content on the Surface Surface SDK. The application is natively developed shared by other users. All elements are multi-user service needs to be accessible, but the initial for the Surface V2, and therefore able to use each friendly and therefore able to be accessed from information should be about the subject next to it. The deployment document can again be found as a possible feature the device and SDK provide. The every side of the table. Eventually the visitor is digital attachment in the appendix. Exhibition visitor is able to put his personal MY DAF able to send all the requested data to his e-mail A functional description with an advice on card onto the screen and explorer al the content account, so he can view the data another time. software usage and management has been written gathered throughout the exhibition. New content

48 49 6.4.2 Scanner Application 6.4.3 Content Management System

The scanner application was written to control is saved on the computer, so it only needs to be This CMS makes it possible to remotely manage the and content connected to the objects. For example the Mifare scanners and specify what scanner changed if the layout of the exhibition is adjusted. information provided by the MY DAF system. the new DAF XF 105 ATE could be added with photos, is linked to what object. It saves the scan data xps documentation and wmv file’s as supporting to a database so it can be used on the Surface This application was also written in C# WPF and The CMS is web based and resides on the same information. This will then be made available to II application. The current object the scanner is can be deployed through a self extracting installer. server as the database controlling the whole MY the user of the Surface II application. linked to is selectable from a drop down list and DAF system. Objects and content can also be removed by the Here exposition objects can be added to this system click of a button.

50 51 6.4 Advice

One of the reasons for picking this concept was the The content on the system has to be provided by fact that it can function as a platform to use for DAF and it should be unique and of high quality. a multitude of appliances. Currently the basis is This means providing the visitor with engaging being made and will be operational, but DAF should information that is uniquely obtainable in this not stop at this. The current MY DAF system should situation. The value of this information has to be be rigged with more experience elements, like the greater than the already obtainable information on truck configurator or a truck simulator contest the internet. in eco driving. This will not only increase the experience element in the exhibition, but also leads The CMS makes it possible to add this information to the gathering of a wider spectrum of data. This and is relatively easy to use. It could be remotely in turn can be used to personalize the content even operated by employees of the Marketing more to the visitor’s desires. Communications department, because they have acces to and are capable of providing this kind of content.

52 53 Reflection How did the project commence and what did we encounter? 7

54 55 7 Reflection 7.2 Working in a Corporate Environment

7.1 Chronological order of Events We encountered a few interesting things regarding of this project. For example, the two week rapid the business culture at DAF Trucks and in prototyping we we’re asked to do because the CEO We started this project interviewing as much The concept creation phase went as planned particular DAF ITD. was visiting the DAF Facility in Eindhoven and people as possible about the DAF Experience and after presenting the chosen concept to could visit the Exhibition. Exhibition. After some seven interviews we realized the project board and representatives of the First we should say that DAF is a big company. that our current project definition was wrong. The Corporate Communications department we started Big companies have big hierarchical structures Also, both the departments of Communications research and concept that needed to be created developing. The concept we chose to create as and these have their own advantages and and DAF ITD wanted to contribute to this project. should not be focused on the technology, but on a proof of concept was pretty complicated and disadvantages. We tried involving both in our project and received communicating the provided information about required a lot of work. This is why we increased a lot of positive input from both sides which helped DAF trucks and services in an interesting way. The the length of the internship with a few weeks; The biggest advantage for us is the access of shape the project. We noted that this is not a very communications departments provided us with finishing the concept was essential for the project, resourses: we are provided with all material common thing in big companies: usually a form some information about DAF’s proposition and and we really wanted to increase our programming necessary for executing the project, and if we need of rivalry exists between different departments. message. knowledge. anything, it can be obtained relatively easy. Then And although we did sense this vibe, everyone was it has to pass all layers of approval, which usually devoted to cooperating well. After this was done we started analyzing the takes a week or two, but we can live with that. acquired hardware and focus group. The focus The cooperation lead to the redefining of the group analysis was also based on the interviews Yet in some instances corporate policy did set project definition as mentioned in chapter 4.4, with the tour-guides. us back or limited us. For example the internet and has provided both departments with better connection here at DAF was restricted, and the understanding of the situation. When this was done we started the trend research restrictions or filters were not always correct. This part. All went as planned, but about two weeks in caused websites we needed to be unreachable. Recommending the trend research we were asked by Jac, our direct In our humble opinion the previously mentioned supervisor, to create something to be displayed Next we initially wanted to use different hardware kind of cooperation should be made mandatory. on the hardware in the Experience Exhibition. for some aspects of the concept, but we learned Every department has its own specific skillset and The CEO of Paccar was visiting Eindhoven, and of standardisation of this kind of hardware a multi-disciplinary project will enable a project to has a profound interest in IT in the Exhibition, throughout DAF and adjusted the implementation be carried out better. Maybe all of the departments but currently the devices were empty shells. So accordingly. This cost us some extra time but should invest a small amount of time and we started rapid prototyping and came up with a should reduce management costs. resources in a multi-disciplinary project team that product in two weeks. This set us back two weeks would carry out projects which require a combined on our schedule, but we had created a buffer in The Political aspect skillset. Or maybe this could be a new department every phase that could be used for this. A company this big also has its own political of innovation. games. These had profound influence on the course

56 57 7.3 Personal Reflection Henri Schröter 7.4 Personal Reflection Marco Geerarts

Reflecting on the project of this past half year are just nightmares in terms of usability, but work I must say that I actually was a little overwhelmed Just after the research Henri and me were stuck in I have learned a lot of different things. I know because they are new and interesting. the first day I stepped into this multinational the concept phase and didn’t quite know what to do the ins and outs of exhibition marketing and company. The size, the type of people and the next, since we weren’t satisfied with our concept. interaction design trends. And I know that desk- Working in a big company like DAF was also an resources it all felt to me like a little village with Luckily our supervisor helped, and the concept, research is important, but I have realized that I interesting experience. It is a lot different than a its own government. Now six months later I’m which actually was pretty good, but had been on have to make something else than text every now small design company in which I did my previous accustomed to the situation and it has even our minds for around five months started to take and then to stay focused and have something to be internship. Although there are more people at become familiar (even though DAF’s is still a really shape. proud of. DAF, there is much less of a team feeling. I kind of big company). missed the extra motivation and satisfaction such Some moments during this internship provided me One of the important things I wanted to learn was an environment can produce. But the advantages Reflecting on the project, I must say that with a great mental boost. Our research documents improving my working structure and documenting in term of resources really balanced this out. I’ve learned a variety of things. My project have been emailed across multiple directors and skills. This can be seen in the fact that all the Last but not least comes the fact that working with management skill have definitely increased. The our concepts have proudly been shared with documents created have been handled with care motived, independent co-workers should not be scale of the company causes everyone to have PACCAR in the United States. Besides that our in terms of readability, design and narration and taken for granted. Marco and I have both strived to their own tasks with their own responsibilities. concept has been used as an example in order to the correct use of the English language. This way create the best possible outcome, and this has paid Harry and I were responsible for the success of push an external company in the right direction all knowledge created can be shared easily among off in the end. our own project, which means it required a lot fulfilling another project. Those moments make the employees at DAF, and I can use it as reference of independence. I think that independence is a you feel much more like a respected employee than material myself. great skill to master and therefore be glad that just “the intern”. I had the possibility to improve that ability. On Another point was improving my programming the other hand I have learned to work more Finally I must say that I have liked working with skills, and in particular the C# WPF platform. structured as well in documentation as in coding. Henri. He is a hard worker and cares just as much All applications we have created were based on My programming skills have improved and I even about the project as me. That led to a pleasant this platform, which by the way is a wonderful have mastered a new program language (C#) cooperation and good result. environment to work in. and environment (WPF). A nice touch is that my English language skills have had a major update The final point was broadening my interaction during this internship. design perspective. In the research in interaction design trends I learned what the near future in The research phase has taught me more about interaction design will show us. Next we looked event marketing and user-interaction design and at what concepts would be easy for the users to of course ‘how to set up a structured and useful understand and fun to use in the concept phase. research’, because that last one wasn’t one of my This gave me some interesting insights: I noticed best skills. that some things that are popular today like Kinect

58 59 Sources TED: John Underkoffler points to the future of UI. Jack Morton: Best experience brands: A TED2010, 2/2010. http://www.ted.com/talks/john_ global study by Jack Morton Worldwide. Jack These sources are only the ones directly related to this thesis. The complete list of sources used in this underkoffler_ drive_3d_data_with_a_gesture.html Morton, 28/11/2012. http://www.slideshare.net/ project can be found in the research document in the appendix. jackmortonWW/best- experience-brands-a-global- A. Bragdon, R. DeLine, K. Hinckley, M. R.Morris: study-by-jack-morton- worldwide-10365627 Books Code Space: Touch + Air Gesture Hybrid J. Pine & K.C Korn: Infinite Possibility: creating H. vd. Loo & Carl Rhode: Experience Economy: Next Interactions for Supporting Developer Meetings. Video’s customer value on the digital frontier. Berrett- Generation. &Samhoud & Signs of time, 8/2003. Microsoft Research, 2011. http://research.microsoft. Tagchip: Renault connects Facebook to the Hoehler Publishers Inc, 2011. http://www.hansvanderloo.nl/imgUser/file/file/ com/pubs/155373/codespace. pdf AutoRAI with RFID. Youtube, 25/1/2012. http://www. Experience_economy.pdf youtube.com/watch?v=AaLnbuaSAcw Pine, J. and Gilmore, J. (1999) The Experience Femke Schavemaker: Van bereiken naar beraken. Economy. Harvard Business School Press, Boston, Bryna Kelly: 2012′s Biggest Trends In Trade Show Lost Boys, 21/9/2005. http://intra.iam.hva.nl/ GSWiQlab: RFID Lanyard. Youtube, 12/1/2012. http:// 1999. Marketing. Skyline Trade Show Tips, 21/2/2012 content/0809/verdieping1/ branding_and_design// www.youtube.com/watch?v=W9imI53NOmc http://www.skylinetradeshowtips.com/2012s- intro-en-materiaal/van_ bereiken_naar_beraken. Susanne Piët: De Emotiemarkt. Pearson Education biggest- trends-in-trade-show-marketing/ pdf Worldcarfans: Ford unveils MyFord Mobile Uitgeverij, 2003. at CES 2011. Youtube, 7/1/2011. http://www. Stereolize: Press Launch of the new Porsche J. Pine II: Multiverse. Youtube, 31/1/2012. http:// youtube.com/watch?feature=player_ Exhibitions 911 in California. Stereolyze, 20/11/2011. http:// www.youtube.com/watch?v=FKrNKblbxDQ embedded&v=Z99G2vcUwUY 12http://www.youtube. ISE: ISE Exhibition, RAI AMSTERDAM, 2/2/2012 www.stereolize.com/news/2011/104/stereolize- com/watch?v=d5QMrIvZzow&fe ature=relmfu porsche911-usa.html Kees Versluis: Hoe het internet ons brein Articles verandert. Intermediair, 7/9/2010. http://www. Evokemarketing: Peugeot - Ecovelocity Trade Hema: Ontwerp je omafiets. http://www.hema. Ipertot: 2012 Trends. Trade show Supply, 27/12/2011. intermediair.nl/artikel/werk-aan- jezelf/190380/ Show. Youtube, 7/2/2012. http://www.youtube.com/ nl/winkel/fiets/ontwerp-je-fiets/ ontwerp-je- http://www.tradeshowsupply.com/blog/tss-news- hoe-het-internet-ons-brein-verandert. html watch?v=dp2drM7jgPg omafiets-(4111001) desk/2012-trends European Institute for Brand Management: Model: vLiveMarketing: 2012 Event Marketing Trends: Social Business Admin: Event Marketing: 7 Interaction Design Association: Interaction Awards The experience realms. Eurib, 2009. http://www. Live Marketing Prediction. Youtube, 7/2/2012. Trends for 2012. Seamless Social, 7/1/2012. http:// Winner 2012: Interaction Cubes. Interaction eurib.org/fileadmin/user_upload/ Documenten/ http://www.youtube.com/watch?v=7z-YAB9Kvoo seamlesssocial.com/event-marketing/event- Design Association, 2/2/2012. http://awards.ixda. PDF/Beleveniscommunicatie/Pine_ Gilmore-_ marketing-7-trends-for-2012/ org/entry/2012/interaction-cubes Brand_Experience_model.pdf ipossibility: Joe Pine talks about Infinite Possibility Youtube, 24/6/2011. http://www.youtube. Kathleen: 10 conference and event trends to TED: Pattie Maes and Pranav Mistry demo B. Apollo: Show Stoppers: Why Are Exhibition com/watch?v=iqQsJExr3Qk watch for in 2012. Tupelo, 12/1/2012. http://www. SixthSense. TED2009, 2/2009. http://www.ted.com/ Sales Techniques So Bad? Customerthink, tupelo-event.com/2012/01/12/10- conference-and- talks/pattie_maes_demos_the_ sixth_sense.html 13/02/2008. http://www.customerthink.com/blog/ event-trends-to-watch-for-in-2012/ bad_exhibition_ sales_techniques

60 61 APPENDIX

http://bit.ly/Jw4OCz

This QR links to a zip file containing all digital attachments. They can also be found on the cd in this thesis.

62