Content Ducati: an Investigation of the Space of Interface and the Design of User Experience
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CONTENT DUCATI: AN INVESTIGATION OF THE SPACE OF INTERFACE AND THE DESIGN OF USER EXPERIENCE. A thesis submitted to Parsons School of Design, a division of the New School University, New York, in partial fulfillment of the requirements for the degree of Master of Fine Arts in Design and Technology. Melissa MacQuarrie May 2005 Thesis Faculty: Stephanie Owens, Anezka Sebek Writing Faculty: Barbara Morris Thesis advisor: Karen Sideman Additional advisors: Allen Jones, Dave kanter, Dave Carroll, Katie Salen, Colleen Macklin CONTENT DUCATI: AN INVESTIGATION OF THE SPACE OF INTERFACE AND THE DESIGN OF USER EXPERIENCE. ABSTRACT OF CONCEPT Content Ducati is a web project that investigates the space of interface and the design of user experience via careful analysis of target community needs, lifestyles and habits. The intent of the project is an attempt to bring something new to the table in terms of designing access to information on the web. The goal is developing a system that is intuitive and engaging, that responds to the identity of the user and compels the user to explore. The project uses analysis of Ducati riders as a tool for developing the user experience. It seeks to translate their identity; the affinity for design, their most common attribute. This system uses the design aesthetic of the Ducati motorcycle as a process for delivery of information, so as to provide users with an experience that is unique and engaging, inspiring and entertaining. The engine looks to the information hierarchy of the Ducati website version November 2004, as a base for compression of content. The material is compressed via analysis of target user needs, then repurposed. Current methods for designing experiences demand perimeters on text. The project is, in itself, an experiment in the design of interface. It looks to the field of experience design as a resource for designing methods for user pathways and immersive environments. The mission of the project is to create the illusion of “traveling thru space” to access content. This is achieved through the use of graphical animation, narrative interaction, transitioning and programming. Research involves traditional models for web design, current models of web based experience design, investigating the design aesthetic of the motorcycle as well as the lifestyles, habits and characteristics of users in order to define community needs. The end result is an interactive, cinematic experience of the Ducati design aesthetic, that presents a means of improving internet based user experiences. The project includes site form and functionality, usability testing, and community user feedback to ensure its overall success. Predicts experiential web design will be a trend of the future. ACKNOWLEDGEMENTS I would like to express my gratitude to my family, friends and fellow students for their continuous support during the creation of this thesis. Thanks to Rick Ochoa, for his resourceful perspective in the field of information technology and assistance with sound design. I also want to extend my most sincere appreciation to all of my advisors for their advice, inspiration and dedication to helping me find solutions to my design questions. Special thanks to Stephanie Owens, Barbara Morris, Anezka Sebek, Karen Sideman, Allen Jones, Colleen Macklin, Katie Salen, Dave Kanter and Dave Carrol. TABLE OF CONTENTS PRELIMINARIES Title Abstract Acknowledgements Table of Contents List of Illustrations CHAPTER 1. INTRODUCTION…8 1.1. Motivations…8 1.2. Overview of this Thesis…12 1.2.1. Target Users And Context…13 1.3. Contributions of this Thesis…14 CHAPTER 2. BACKGROUND/RESEARCH 2.1. Introduction…15 2.2. Traditional Web Models of Information and Interface Design…16 2.2.1 Overview…16 2.2.2. Microsoft Bob…16 2.2.3. Usability, Jakob Nielsen/Donald Norman…17 2.2.4. Interface Culture, Steven Johnson…17 2.2.5 Conclusion…18 2.3. Current Web Models of Experience Design…18 2.3.1 Overview…18 2.3.2. Marcos Novak…18 2.3.2.1. Novak’s Ideologies of Space…22 2.3.2.2. Example: Marcos Novak,Trans architecture 2.3.2.3. Basqiuat: Icons and Culture…25 2.3.3. Nathan Shedroff…25 2.3.4. Mark Stephen Meadows…26 2.3.5. IDEO, Tom Kelly…27 2.3.6. R/GA …28 2.3.7. Conclusion…30 2.4. Design Aesthetic of the Ducati Motorcycle as applied to Experience Design…30 2.4.1. Pierre Terblanche…31 2.4.2. Community and User Research…32 2.4.3. Ducati Rider Community…34 2.4.4. Ducati Racer Community…35 2.4.5 Conclusion…35 2.5 Precedents…35 2.5.1. Nike Design by Nature…36 2.5.2. VWPhaeton…38 2.6 Conclusion…40 CHAPTER 3. METHODOLOGY…41 3.1. Introduction…41 3.2. Foundations for Creating Design Solutions for Experience 3.2.1. Investigating Ducati: Overview…43 3.2.2. Investigating Information Design…43 3.2.2.1 November 2004 Ducati Website 3.2.2.2 Topic Overview and Outline…45 3.2.3. Investigating Ducati Culture and Community…47 3.2.4. Investigating General Usability, Incorporating user Feedback…48 3.3. Methods for Designing the interface of the Ducati Experience…49 3.3.1. Immersive Environment as a Method for Experience Design…49 3.3.2. Design Aesthetic as a Method of Experience Design 3.3.4. Library of Technical Mechanics…P52 3.4. Preliminary Experiments for Design Solutions…P54 3.4.1. Re-structure of Ducati Information Design. 3.4.1.1 Site Map: Versions for Fall 2004…P55 3.4.2. Interface Design, Navigation and the Immersive Environment…P56 3.4.2.1 Versions for Fall 2004…P56 3.4.3. Response to Project Proposal…P57 3.4.5. Actualizing the Experience of Environment…P58 3.5. Prototype Solutions…P60 3.5.1. System Overview…P60 3.5.1.1 User Pathways, User Flow, and Navigation 3.5.1.2 Site Map: Final…P61 3.5.2. Site Form and Function: Pre-Alpha…P63 3.5.3. Pre-Alpha Usability Testing, User Feedback…P63 3.5.4. Site Form and Function: Alpha…P64 3.5.5. Usability Testing, User Feedback…P66 3.5.6. Site Form and Function: Beta…P67 CHAPTER 4. FINDINGS/ EVALUATION (Discussion and Analysis) 4.1. Thesis Review…P68 CHAPTER 5 CONCLUSION … P75 5.1. Conclusion …P75 5.2. Future Directions …P75 CHAPTER 6. Bibliography…P78 6.1. General Research …P77 6.1.2 Books …P78 6.1.3 Journals …P79 6.1.4. Websites …P79 6.2. DUCATI Specific Research …P79 6.2.2 Books… P80 6.2.3 Journals…P80 6.2.4 Websites…P80 APPENDICES APPENDIX A. Works Cited … P81 APPENDIX B. Ducati User Group … P85 APPENDIX C. Ducati Character Document … P86 APPENDIX D. Glossary… P88 APPENDIX E. Wire-frame Document / Page Map… P89 APPENDIX F. Ducati Monster List Review…P116 LIST OF TABLES AND FIGURES Figure 1a, 1b,1c, and 1d Screen shots of Microsoft Bob. Web resource: http://www.tspa.org/win123-17.html March. 2005…P18 Figure 2 Marcos Novak’s Example of Trans Architecture. http://www.mat.ucsb.edu/~marcos/ Centrifuge_Site/MainFrameSet.html…P24 Figure 3. Davinci’s Last supper ……P24 http://faithinsights.jesusanswers.com/TheLastSupper,(restored)Leonardo%20Da%20Vinci.jpg Figure 4 “Photo of Pierre Terblanche with the Triple 9”. Cathcart, Alan & Cook, Mark. Ducati 999. P12. David Bull Publishing 2003 …P31 Figure 5 Photo of Dr.Fabio Taglioni http://www.ducati.com/heritage/protagonisti/protagonisti_taglioni.jhtml Figures 6a-6h Nike.com: Nike Lab, Design by Nature. November, 2004 …P36 Figure 7a-7f www.vwphaeton.com: Volkswagen Phaeton. 2004. Homepage. …P39 Figure 8a-8f Ducati.com November 2004. P40 Figure 9: Melissa Macquarrie. “Information Design Topic Map” P46 Figure 10a &b MacQuarrrie, M. “Main Menu Interface ”. November, 2004…P56 Figure 11 MacQuarrrie, M. “Hierarchy for Mechanics ”. November, 2004…P51 Figure 12 MacQuarrrie, M. “Site Map: Version Fall 2004”. November, 2004…P56 Figure 13a, 13b, 13c, 13d MacQuarrrie, M. Usability Study: Steps 1-4. December, 2004…P57 Figure 14. MacQuarrrie, M. Sitemap: final organization of information…P60 Figure 15a- 15e Macquarrie, M. Screen shots of final interface…P67 CHAPTER 1. INTRODUCTION 1.1 Motivations Most interface design solutions for web-based applications developed today, present content via a traditional use of linear flow. Users access information through series of pre-determined, consecutive and relatively flat pages. The goal of the vast majority of current web design is to provide website visitors or application users with easy access to a host of information that they might find useful. Marketing research has determined that effective websites and applications provide the user with an immediate assurance that their time is not being wasted searching through mountains of information to get what they want. If a user cannot find what they are looking for instantly, chances are that they will leave the site. Web designers work diligently to interpret the needs of users, creating outlines of information via tables of text menus, to insure that the user can access all possible avenues of information, at first glance. The tradition supports the assumption that a web site is essentially a series of pages, to be read as one might read a book or newspaper, reading the stories on the front page, and flipping to the main pages to continue the story and get more information. While the experience of reading a newspaper can vary significantly when you consider it may entail reading the Sunday paper curled up on the sofa with a cup of coffee vs. reading standing-up on a crowded subway; traditional web site design, like newspapers, focus on information gathering and distribution to enhance the users overall experience. By concentrating mainly on information access, traditional web design restricts the potential to offer the user a broad multimedia experience.