Designing a tool to help Airstream customers choose the right model camper.

In 2020, I noticed there were many Airstreams for sale on the secondary market while new sales were at an all time record high. I suspected customers were not happy with their camper and wanted to learn more about the problem to see if there was an issue that user experience design could help solve.

Time for research

I conducted secondary research to try to find some insights into the issue of newer Airstreams flooding the secondary market.

In 2020 I learned:

• 387 airstream for sale on RV Trader in the USA were less than 3 years old
• On RV rental websites, newer Airstream accounted for less than 0.03% of available inventory
• Airstream’s parent company Thor had an all time high sales year of $8 billion USD.

Let’s find out from how current Airstream customers felt.

Research: I interviewed over a dozen Airstream owners to learn customers prioritized aesthetics and lifespan longevity over livability and functionality.

Pain Points: First time camper buyers frequently purchased the wrong Airstream for their needs. There are over 60 models and size options to choose from and often model options are not available for viewing at dealerships.

How can we use design to improve the customer experience for Airstream?

THE PROCESS

Target user personas and their needs

3) Millennial Mindy and Mike

Problem: They want an Airstream to sleep six so they invite their friends to their campsite for parties.
Meeting Needs: Design an app can lets them browse all the models that sleep 6 and show them a variety of sleeping accommodations.

Designing the key features

• I used the input from my interviews to weigh the pros and cons of feature designs. Model decluttering quickly filter out models that are not appropriate options for the personas

• I made sure to capture the benefits and values or feelings the customer can experience because of the feature, as well a the business advantage of each.

• I drafted iterations of each app screen on paper to ensure the elements that made it to digital wireframes would be well-suited to address user pain points.

THE DESIGN: Floorplan

• The remaining models after phase one of filtering can be further explored in detail on the Floorplan screen. Models across product lines can be directly can be compared, up to three.
• Finishes and treatments can be selected to instantaneously preview the Airstream you are building.
• Options can be selected to complete the configuration.
• Sending to Dealer will generate an email to a Sales Lead at a regionally appropriate Airstream Dealership near the customer.

A tool that improves business relationships

This digital tool improves the relationship between the customer, brand and dealership. Airstreams are in high demand and customizing your own will take months to execute.
The Send to Dealer function is followed up with an email from a sales representative that begins the engagement with the customer, typically with a price point below the MSRP and a timeline for delivery. The power for the dealer is their ability to give customers immediate gratification with a similarity configured model Airstream already on the dealer lot, ready to sell.

What I learned from this project as the designer

The unlimited power of research. As a designer it’s easy to fall into the trap of assuming what your users need. A good research plan an execution will always provide surprising insights that will humble your assumptions.

Learning that users did not want to swipe horizontally and needed to see all the model on the screen at once completed changed my design approach and ultimately improved the product.