The Key to Ferrari | Role: Interaction Design Director, Client Relationship Lead
This project explored what the Ferrari brand means to vehicle owners and potential buyers, what role the vehicle key should play, and how a new key design and the experiences associated with it might best enhance the overall Ferrari ownership experience. This work informed the latest key design for the Ferrari Roma.
The Amuleto
A wide range of Ferrari owners were interviewed and shared how they related to the Ferrari brand. These interviews informed several ownership modes which informed designing the vehicle access experience from initial order to the first drive. The entire purchasing experience was explored. Upon ordering a vehicle, customers receive an amuleto with a stone insert. A reference to the pink marble step in the entryway of Enzo Ferrari’s home in Modena, this feature reinforces a sense of having joined the Ferrari family. Since Ferrari ownership is typically preceded by up to 18 months of anticipation, the amuleto is a powerful reminder of the coming vehicle. During the final design review, the team was humbled and proud when receiving positive feedback from Ferrari’s top management.
From our client…
“You guys are clearly smart. This is something we would never have come up with. We understood the value of this work 5 minutes into your presentation. I can think of many ways in which we can leverage this approach.”
The Emblem
This concept integrated the fine heritage and materials Ferrari is known for. The modular approach helped bridge the gap of up to 18 months from when a Ferrari is ordered until it is delivered. Before the functional module was delivered with the vehicle, a marble insert, harkening back to Enzo Ferrari’s home doorstep, was included.
Ceremony of Ownership
The Ferrari team ultimately selected this concept and took it forward to refine it. It featured materials associated with the individual vehicle it accompanied. When a vehicle is sold, the amuleto body can be kept as a memento of vehicle ownership.
The Icon
Recognizing the importance of the Ferrari mark, Ferrari ultimately selected this concept for refinement. In addition to elegantly representing the brand, the concepts had to accommodate remote operation features and emergency key access functionality.
A Personalized Touchpoint
Leveraging quality materials associated with Ferrari vehicle interiors and exteriors, the key is a tangible touchpoint to the Ferrari brand. It conveys personalized information about an owner’s specific vehicle model.
Vehicle Access Touchpoint Gallery
