How to Design Easter Eggs for a Car Brand to Enhance User Experience

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dc.contributor.authorSaldner, Emma
dc.contributor.authorLinde, Ottilia
dc.contributor.departmentChalmers tekniska högskola / Institutionen för industri- och materialvetenskapsv
dc.contributor.examinerAryana, Bijan
dc.contributor.supervisorAryana, Bijan
dc.date.accessioned2020-06-26T13:04:36Z
dc.date.available2020-06-26T13:04:36Z
dc.date.issued2020sv
dc.date.submitted2020
dc.description.abstractSince the early ‘80s, digital easter eggs have become a common phenomenon in the digital world. Today, it’s appearing even in the automotive industry. The purpose of these easter eggs is to enhance the experience by providing the user with something fun and surprising. Academic research about easter eggs is scarce, even though the concept is intensively used. This study aims to identify a framework for designing easter eggs for a car brand to enhance user experience. A qualitative research approach was applied and followed a double diamond design process. Ten semistructured contextual interviews about the experience of easter eggs in cars were carried out, in order to understand the user and the context. Insights from these interviews were used to identify different opportunities, which formed the basis of ideation. An iterative loop between evaluation and ideation was done to refine the final concepts. The results show that the easter egg experience is depending on three significant pillars that contribute to the holistic easter egg experience; user, car, and context. Moreover, four stages of the easter egg experience were identified: awareness, trigger, delivery, and longevity, which are all important phases to design for. Furthermore, a list of guidelines for designing easter eggs was established. The four stages and guidelines were then applied in a case study when designing the easter eggs for the Lynk & Co car. Two easter eggs were developed, one is based on the voice assistant function and the other one is based on hidden QR codes. For the future, it is suggested to continue exploring the use of easter eggs and elaborate on what actual impact such features will have on the brand and long-term user experience.sv
dc.identifier.coursecodeIMSX30sv
dc.identifier.urihttps://hdl.handle.net/20.500.12380/301052
dc.language.isoengsv
dc.setspec.uppsokTechnology
dc.subjecteaster egg, user experience, design, human-machine interaction, automotivesv
dc.titleHow to Design Easter Eggs for a Car Brand to Enhance User Experiencesv
dc.type.degreeExamensarbete för masterexamensv
dc.type.uppsokH
local.programmeIndustrial design engineering (MPDES), MSc
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