The automobile had been the object of the wildest dreams – from the Futurists’ celebration of the violent beauty of the racing car in 1909, to visions of flying cars in the 1950s and the self-driving car in 2016. In all these dreams the technology had been in the fore: the achievements of the engineers, the beauty made by designers, the needs of the driver and the joy of driving, comfort and safety. But there is more to the car than this. The car can be a cloister, it can be a place of good conversations, an explorer’s vessel, a way of respecting and helping others – it can be many things beyond transportation and driving. This talk gives an introduction into Experience Design, an approach, which foremost focuses on emotion, meaning, and stories told through interacting with a technology. It shows with many examples how innovation around cars could become more social, human-driven, rather than fuelled by technology and styling. Instead of designing complex technologies, with oversimplified stories (e.g., self-driving cars), we set out to design rich stories and tell them through simple technology.
Dr. Marc Hassenzahl is professor for Experience Design at the Folkwang University of the Arts in Essen, Germany. He combines profound psychological knowledge with a love for interaction design. With his group of designers and psychologists, he explores the theory and practice of designing pleasurable and transforming interactive technologies. Marc is author of “Experience Design. Technology for all the right reasons” and many peer-reviewed papers at the intersection of psychology, design research and interaction/industrial design.