This thesis explores how ABB Ability™ Marine Pilot Vision (PV) can provide new customer value.
PV is a sensor fusion solution monitoring the surroundings of the vessel to gain situational
awareness for the ferry operation. The research question is how can Pilot Vision data be adopted
for new transit experiences for crew and passengers beyond ship operations.
The study uses a phenomenological approach to analyse the current and desired transit experiences,
and builds on previous research by e.g. Hassenzahl (e.g. 2013 and 2017) and Desmet (2012).
Experience goals are set based on a model by Kaasinen et al. (2015). The research is organised in
two cycles. First, the methods include literature review, diary study, in-depth interviews and observations.
The second part comprises concept development, building a provocative prototype and
testing it.
The results show the variety of current transit-related experiences that can be improved by the
setting experience goals: Stimulation, Fellowship, Fascination, Inspiration, Freedom and Dreaminess.
The Rocking concept utilizes the motion and camera vision data of PV. It proved to be the
best concept to achieve the goals. The provocative prototype of Rocking addressed hedonic and
pragmatic qualities that are important for desirable transit experiences. Rocking concept can bring
new opportunities for enhancing the surroundings for ferry transit experiences by using PV data
