The aim of the thesis was to create the customer profiles of the race track users for KymiRing. The company of KymiRing is a new motorsport and driving training center located in Iitti, in southeastern Finland. KymiRing is the only international level race track in Finland and the leading race track in northern Europe.
The research process of the thesis focused on the collection and analysis of diverse user data. In this thesis were used qualitative research methods. The thesis process is utilized design thinking and service design methods. The benchmarking, observation, semi-structured interviews and an expert interview were selected as research methods. The collected research material was compiled into a matrix, which was analyzed using a similarity diagram into a clearer whole. Based on this, targeted interviews were conducted with targeted customer groups to gather additional information. Based on the research material and targeted customer group interviews, material was compiled, based on which the mapping of customer profiles started.
The thesis is productive and resulted in customer profiles and the visualizations formed from them. Based on the collected research data, five different customer profiles were eventually created. The race track user cards were visualized using a personas tool of the five generated customer profiles of the race track users. The race track user cards summarize the characteristics, needs and motives of all user profiles as well as the needs of the services. This thesis and customer profiles, as well as the race track user cards created as a result, will be handed over to KymiRing Oy to support the development of their customer understanding on the way to a more productive business.
Julkaisun osoite: http://urn.fi/URN:NBN:fi:amk-2020112424102
