Prototype.horse transforms the purchase and ownership experience Prototype.horse employs a new and different emotional structure that enhances the experience of buying and owning. Where traditional product experiences typically produce “positive” emotions, Prototype.horse employs less commonly embraced emotions for an enhanced experience.
Shopping The experience: Exploration, experimentation “What does it do? Would I like it? How would it make me look? Maybe this is the new, better me” Traditional emotion – aspiration Prototype.horse emotion – confusion
Purchase The experience: Risk taking “I hope I’m making the right choice. I did the research, I think I am!” Traditional emotion – excitement Prototype.horse emotion – fear
Delivery The experience: Building anticipation “Just imagine what it will be like to have it!” Traditional emotion – giddiness Prototype.horse emotion – trepidation
Unboxing The experience: The big reveal “So this is what it’s like to own this! Wow!” Traditional emotion – delight Prototype.horse emotion – disgust
Owning The experience: Personality reinforcement “I made the right choice” Traditional emotion – satisfaction Prototype.horse emotions – disappointment, frustration
Sharing The experience: Empowerment “I know all about that, let me show you. I recommend it!” Traditional emotion – pride Prototype.horse emotion – remorse
End-of-life The experience: Sentimentality “Oh I remember that. Those were the days.” Traditional emotion – warm familiarity Prototype.horse emotion – anger