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APPROACH & CONTRIBUTION
The research conducted as part of the thesis included literary and theoretical reviews as well as empirical field studies, user tests, interviews and surveys looking into people’s experiences with buying cars and anticipating the experience of owning one. The thesis offers three contributions: Firstly, it shows that the customers’ greatest need in the anticipatory phase is gaining an understanding of what owning a specific vehicle will be like in reality - an experience the automotive showroom of tomorrow must accommodate for. Secondly, the study revealed that a majority of customers would not buy a vehicle they had not seen and tested in real life, proving the importance of an automotive showroom functioning as a link between the physical and digital retail space. Thirdly, the thesis presents a new methodological toolkit presenting the most recurring user requirements and patterns observed in the researched domain. The toolkit consists of this online website and physical ideation cards divided into categories of Abstract, Behavioural, Concrete and Device themes, thus contributing with knowledge and insights on what to accommodate for when designing for anticipatory experiences in the automotive showrooms of tomorrow.