TRIUMPH MOTORCYCLES:CASE STUDY
Virtual Reality and Co-Design App for the development of the new concept
Triumph Motor Ltd recently started to experience a highly positive and intense period of renewal in terms of brand positioning thanks to the launch of new models at a constantly faster rate.
As a result, the department in charge of the production and launch of new products had to think of constantly more efficient and effective processes. In such a development phase it became important do better and faster while keeping the costs of market tests under control. In the meantime, IntelliGO and In2Real were concluding their start up phase in terms of procedures and skills to bring digital technologies of the latest generation into the world of market research, namely (but not only) Virtual Reality.
The evolution of modelling software and renderings, the improvement of workstations’ performance at sustainable costs, and the presence of a team that balances the development and very high quality graphic capabilities. All of these aspects, together with an obsessive research on User Experience, gave way to intelliGO’s first proposals to the main international Market Research companies and to a few Automotive brands.
- 22 product tests with VR technology
- the concept of a VR Dealership concept for Triumph in VR made by an international team
- The development of an App to facilitate co-design in the development phases of new concepts.
- The production of digital contents in CGI usable for marketing purposes for the launch of new models (web/configurator/press kit/ billboards /pre-launch video clips)
- Looking to the future
LOOKING TO THE FUTURE
Our experience with Triumph gives us the opportunity to expand our skills both vertically, by making constantly more advanced and better performing products, and horizontally by widening our useful array of solutions for companies or company divisions whose core business is hyper realistic digital graphics.
Thus vertical expansion of market research tools such as, for example, Virtual Focus Groups or co-design Apps that make it possible for a number of people to “experience” 3D design concepts almost physically, being so immersed in the virtual world, and a platform for the design and making of visual questionnaires in VR environments with which final users can intervene on their own.
Horizontal expansion is achieved by working in different environments such as museums, formation, shop experience with technologies which- in addition to Virtual Reality– include Augmented Reality, visual tracking, dynamic computer graphics and interaction processes with the user base.
Our client did achieve the benefits he wanted to obtain. He moved up a few months the testing phases, which reduced the period of time dedicated to the creation of new models. In addition, he also reduced his research costs since for every product test he no longer has to move the prototype elsewhere, nor does he need wide exhibition spaces to display his products.
Another important benefit for the company was to have the possibility to decide whether or not to allocate part of the saved budget to carry out the research in VR in more nations than before. This possibility gave the marketing department more information than if it had been done only through the traditional test on physical prototypes.
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