KU + Ford

THE CENTER FORDESIGN RESEARCH

Ford Motor Company + Center for Design Research /

P A R A D I G M S H I F T

University of Kansas | School of Architecture, Design & Planning /

Ford Motor Company +KU Center for Design Research / Concept & Ideation of the Next Generation “e-Shifter.”

March 6th, 2013 - Midterm Critique

Presentation to:

John Shutko

Technical Specialist

Research and Advanced Engineering - Ford Motor Company

Presented by:

Elissa Ruth BernsteinLauren Nicole BockSophia Anne BrownleeKent DiasAbeygunawardenaJerry Bryant GabrieJohn Hall

Greg Thomas - Instructor

Evan HolcombBrian Steven IdeMorgan LottesEmma Louise Vice MuranoEric NortonNick J. Ostmeyer

Lawrence RaitingerFrancisco RamosMichael W. ShackelfordNicholas Stephen TrollJesse Daniel WaughBrandon Wood


GOALS &GUIDELINES



Project Mission /The goal of this project is for KU to develop an “e-Shifter”

design for automatic transmission vehicles that could be

implemented on “Ford-branded” vehicles.


Task 1 /Leverage current technology and materials to provide

customizable, interactive content. Provide an ergonomic

ease of use which can be modified for use on either side of

the driving position. This minimizes any potential chance of

operator error.



Ideate a concept that will transcend all of Ford products,

from the Fiesta to the F-150, as well as taking into account

right-sided driving and other cultural issues.

Task 2 /


Create a simple, yet customizable, user interface and

hardware where customers of all types (technologically

savvy or not) can operate and control their choice of content

and information for “at-a-glance” viewing in a fun, easy to

use, yet innovative package.

Task 3 /



Utilize hardware and technology available to the Center for

Design Research to enable us to propose alternative uses,

or uses in conjunction with, “e-Shifter” product

development within the company.

Task 4 /


Findability /1. Expected Locations

2. Logical Grouping

3. Visibility (Interior)

a. sunlight screen washout

b. visual obstruction

4. Identification

a. type/character legibility



Accessibility /1. Reach

a. maximum reach

b. minimum reach

4. Clearances

a. consider: fingernails, rings, gloves

b. shifter, ignition, parking brake areas


Operability /1. Comfort in Use

a. posture

b. efforts

c. travel (movement)

d. size

e. operational stereotypes (on-off)

f. inadvertent actuation



Competencies /1. Feasibility

2. Integration

3. Safety

4. Ergonomics

5. Intuitiveness

6. Elegance


PRELIMINARYRESEARCH













Field Study & Familiarization /Test Driving experience courtesy of Laird Noller Ford of

Lawrence, Kansas.









Written Survey Results /Data collected using a traditional ballot box format by

placing “fill in the blank” survey forms in high traffic areas

within local car dealerships.


15women

14men

44 Total Participants! AGES 18-24

AGES 25-35

AGES 36-45

AGES 46-60

DRIVES A CAR

DRIVES A TRUCK

DRIVES A SUV

DRIVES OTHER

AGES 60 +

11

8

4

5

1

16

6

7

2



15women

14men

44 Total Participants! AGES 18-24

AGES 25-35

AGES 36-45

AGES 46-60

DRIVES A CAR

DRIVES A TRUCK

DRIVES A SUV

DRIVES OTHER

AGES 60 +

11

8

4

5

1

16

6

7

2


HOW IMPORTANT IS THE CENTER CONSOLE?

3

4

3

11

7YES / VERY IMPORTANT

YES / IMPORTANT

UNSURE / INDIFFERENT

NO / UNIMPORTANT

NO / NOT IMPORTANT

HOW IMPORTANT IS MORE SPACE IN THECENTER CONSOLE AREA?

1

7

8

7


YES / IMPORTANT


NO / UNIMPORTANT

NO / NOT IMPORTANT

WOULD YOU CONSIDER A DIFFERENT PLACEFOR THE GEARSHIFT IN THE DRIVER AREA?

3

5

9

8


YES / IMPORTANT


NO / UNIMPORTANT

NO / NOT IMPORTANT

WOULD YOU PREFER TO HAVE A “SPORT MODE”OPTION WITH THE GEARSHIFT?

9

7

4

5


YES / IMPORTANT


NO / UNIMPORTANT

NO / NOT IMPORTANT



HOW INTERESTED WOULD YOU BE WITH THENEW GEARSHIFT PLACE AND MECHANISM?

3

4

2

8


YES / IMPORTANT


NO / UNIMPORTANT

NO / NOT IMPORTANT

HOW SATISFIED ARE YOU WITH THE CURRENTGEARSHIFT POSITION AND FUNCTION?

3

1

8

11


YES / IMPORTANT


NO / UNIMPORTANT

NO / NOT IMPORTANT

HOW SATISFIED ARE YOU WITH THE CURRENTGEARSHIFT MECHANISM?

2

1

11

9


YES / IMPORTANT


NO / UNIMPORTANT

NO / NOT IMPORTANT


Online Survey Results /Data collected using the online survey-building website

“SurveyMonkey.com.” Participation was promoted via email

and social media interaction.



How important is more space in

the center console area?

31.51%(23) 38.36%

(28)

13.70%(10)

16.44%(12)

Answered: 73 | Skipped: 1

How important is the center console?

51.35%(38)

14.86%(11)

27.03%(20)

6.76%(5)


Would you consider a different place

for the gearshift in the driver area?

30.56%(22)

22.22%(16)

27.78%(20)

19.44%(14)


Would you prefer having a “sport mode”

option with the gearshift?

27.78%(20)

26.39%(19)

30.56%(22)

15.28%(11)


No / unimportant

Yes / important

1 2 3 4


How satisfied are you with the current

gearshift position and function?

52.05%(38)

12.33%(9)

34.25%(25)

1.37%(1)


How satisfied are you with the current

gearshift mechanism?

47.95%(35)

20.55%(15)30.14%

(22)

1.37%(1)


How interested would you be with a

new gearshift place and mechanism?

48.61%(35)

16.67%(12)29.17%

(21)

5.56%(4)




Could you imagine the new device to be

on the steering wheel?

46.11%(26)

13.89%(10)

27.78%(20)

22.22%(16)


Could you imagine the new device to be

on the dashboard?

25.35%(18)

22.54%(16)

12.68%(9)

39.44%(28)


Would it be convienient to incorporate it

with another task...such as the ignition?

19.72%(14)

28.17%(20)

15.49%(11)

36.62%(26)



RESEARCHGROUPS



U.S. MarketGlobal MarketConsole SpaceTechnologyThe Driving Experience

12345


U.S. MarketThis group focused on two areas. One was to analyze

Ford’s complex market. The second was to understand the

potential users of the new product.



To fully grasp Ford’s position against a wide range of

competitors in the market we compared 13 of its vehicles

lineup were compared with similar models from 15 other

international manufacturers. A comprehensive chart was

designed to provide a quick, accessible starting point for

research of Ford’s competitors’ models.

Detailed persona profiles were created in order to

understand the different user types within Ford’s target

demographic. Understanding their attitudes and behaviors

will help determine whether our product development hits

the desired, appropriate market segments.








FORD FLEET

COMPETITOR

ANALYISIS

As an example, the Ford Fusion holds a competitive spot in one of the most concentrated categories in the current automotive market.



FORD FLEET

COMPETITOR

ANALYISISFIESTA SONIC FIT VERSA

FOCUS CRUISEDART VERANO CIVIC SENTRA

FUSION MALIBUAVENGER200 REGAL ACCORD ALTIMA

TAURUS IMPALACHARGER300C LACROSSE MAXIMA

YARIS RIOACCENT MAZDA2 SCION iQ

COROLLA FORTEIMPREZAELANTRA MAZDA3 LANCER xD, xB, tC JETTA

CAMRY OPTIMALEGACYSONATA MAZDA6 GALANT PASSAT

AVALON AZERA

ESCAPE EQUINOX ENCORE TERRAIN CRV JUKE/ROGUE

EXPLORER TRAVERSEDURANGO ENCLAVE ACADIA PILOT PATHFINDER

EDGE JOURNEY CROSSTOUR

FLEX GRAND CARAVANTOWN & COUNTRY ODYSSEY QUEST

MUSTANG CAMEROCHALLENGER 370Z

RAV 4 SPORTAGEFORESTER/XV CROSSTEKTUSCON CX-5 OUTLANDER SPORT TIGUAN

HIGHLANDER SORENTOTRIBECASANTA FE CX-9 OUTLANDER

VENZA OUTBACK MAZDA5

SIENNA SEDONA ROUTAN

BRZGENESIS COUPE MIATA MX-5 FR-S

EXPEDITION TAHOE, SUBURBAN YUKON ARMADA

F-150 SILVERADORAM 1500 SIERRA TITAN

SUPER DUTY SILVERADO HDRAM 2500+ SIERRA HD

SEQUOIA

TUNDRA


Global MarketThe International Markets research group conducted

research in several areas that could influence shifter

design. One is the predominance of manual versus

automatic transmissions in some countries.



1

2 4

3 5 R

VSP

R

N

D The findings showed various European and Asian automakers’ major focus was on the most cost effective way of getting from point A to point B. In these cases, the manual transmission was overwhelmingly favored.


Finally, the team analyzed a map that shows the top

selling automobiles for countries around the world in 2010.

The only top selling vehicle in a major country that is

manufactured by Ford is the F-150, which dominates the

U.S. market. Competitors manufacture the top-selling

pickup trucks and SUVs in Africa, and smaller cars in

Europe and South America.

Technical innovation in the shifter area could create an

edge in that would increase market share for Ford. The

market implications of using manual transmissions and

RHD cars deserves consideration in any examination of the

way cars are shifted.







Console SpaceThe group’s focus was on the driver’s environment while

he or she is engaged in the act of driving. We wanted to

define the entire driver’s experience. We surveyed the

driving habits of local drivers that allowed us to chart their

predictable user habits. Theses patterns presented us

with the direction needed to develop design opportunities

involving the shifter area.

CONSOLE

FIELD STUDY



CONSOLE

FIELD STUDY


This short survey focused on drivers’ habits

and overall interactions with their car

interiors. We compiled this data to establish

an overview of a select user group but

more importantly it allowed us to discover

details and trends in driving habits that

otherwise may not have been noted. Survey

takers were primarily 20-25 year old college

students in randomly chosen classrooms.



KEPT IN CONSOLE

# out of 35 people surveyed

change

purse/bag

cellphone

drinks

sunglasses

clothing

other

24

3

15

26

16

2

12

eating

texting

calling

make-up

singing

transport pets

26

22

30

2

16

3

ACTIVITIES IN CAR HAND PLACEMENT

one hand only

two-hand radius

12

6

39

1

2

4

57

8

10

11


TechnologyWe began our analysis by looking at the ways in which people

interact with technology, either consciously or unconsciously,

using their hands to touch or otherwise manipulate all kinds

of object interfaces. We found that each of these pieces of

interactive technology emits a specific kind of feedback

depending on what their function is.



This feedback creates expectations that are soon learned

by the user, who expects the object to behave in a

predetermined manner. Understanding this, we have

attempted to discover how form, function, and feedback

unite to make each piece of interactive technology more or

less successful.

We have attempted to break the current archetype for the

automobile shifter by looking at other examples of integrated

learned involuntary systems and materials from other

technologies, such as computers, musical instruments,

bicycles, airplanes. We seek a fluid, intuitive design for the

shifter that is so simple and intuitive that it could be learned

almost instantly.


HUMAN

MACHINE

INTERFACE



FEEDBACK





ANTHROPO-

METRICS



ERGONOMICS


Looking forward with concept cars.







Driving ExperienceShifting a vehicle into motion is a powerful action.

The driver is in control of the direction and locomotion

of a mass weighing over a ton. With all this power, the

experience of driving a vehicle comes with personal

responsibility—drivers must protect themselves and

others from injury and property damage.



For decades, the location and movement of the typical,

ubiquitous automobile shift lever has been located where

it is convenient for manufacturers to create a linkage

between the cabin and the transmission. Nostalgia and

consumer expectations have also kept shifters where they

are. They look and work similar in nearly all makes of car.


But, electronic controls and a rapid evolution of the

ways consumers interact with many different interface

technologies have changed their expectations of what could

be normal. This creates an opportunity to evolve the

shifter interface to allow greater ease of use and comfort

for the driver, without losing the symbolic participation of

driving a car, that has its own satisfactions. By improving

the shifting experience, we in turn create a safer and more

rewarding driving experience.



Driver experience includes everything the

driver touches, controls, sees, considers...

- the environment

- opening doors

- parking

- steering

- shifting...




The driver experience could be improved by

redesigning the human machine interaction.

In an automatic car, the shifter follows an

archetype that has lost much of its relevancy.


archetype: The original pattern or model of which all

things of the same type are representations

or copies.

-merriam webster



A manual shifter and an automatic shifter

don’t even do the same thing. A manual

shifter is physically moving 4 to 6 gears in a

specific order.


With an automatic, we are no longer shifting

through individual gears, we simply select

between park mode and drive mode. An

automatic appears to have a specific order,

but why should you have to go through

Reverse and Neutral to get to Drive?



manual automatic

Why do they look the same?


When you enter a car...where are you

coming from?

-house

-work

-public space



Compared to any of these locations, the car

could be considered a much more intimate

experience. In addition to close proximity of

other passengers one overhears everything

within the car. The driver is invested in the

safety of the passengers and themselves

The driver must use their sense of hearing,

seeing, and touch.




Human machine interaction can be an

intimate experience. You can tell an object

to do something (sync), you can even point

and make an object do something (kinect),

but to actually lead through touch is a much

more personal interaction.

We have many of these touch based

interactions every day.


Some of these interactions are enjoyable

than others. Why?

could it be something about the:

-findability

-accessability

-operability

-texture

-proportion

-resistence

or is it more about

their action + result relationship?



Some of these interactions are enjoyable

than others. Why?

could it be something about the:

-findability

-accessability

-operability

-texture

-proportion

-resistence

or is it more about

their action + result relationship?

To redesign the shifter, we need to consider

the following:

-In an automatic you are simply changing

drive modes, not switching gears.

-The human machine interaction of the

driver should relate to what they are in-

structing the car to do, allowing for a more

personal experience.

INITIAL CONCEPTS



BRAIN-

STORMING


PHASE 1

SKETCHING



FINDABILITY

ACCESSABILITY

OPERABILITY

FEASIBILITY

SAFETY INTEGRATION

INTUITIVE DESIGN/STYLE

COMFORT IN USEINADVERTANT ACTUA

CTIO

N

OPERAT

IONAL STEREOTYPES

POSTURE

TRAVEL

EFFORTS

SIZE

MAXIMUM REACHMINIMUM REACH

CLEARANCES

EXPECTED LOCATION

S

LOGICAL GROUPING

INTERIOR VISIBILIT

Y

IDENTIFICATION

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L H

L H L H

L HFORD PROJECT METHODOLOGY CENTER FOR DESIGN RESEARCH :: UNIV. of KANSAS SPRING 2013


DASHBOARD

CONSOLE

WHEEL



After extensive research, three distinct areas of the interior

emerged as consistent placement areas. These three realms—the

steering wheel, dashboard and console—became the foundation

for three design teams. Although these areas overlap, this division

of ideation created an opportunity for maximum creativity and

problem solving.

divide & conquer

This is change in our development process was a catalyst for our

conception of the umbrella brand identity. This brand identity

would house three sub-brands: the console, steering wheel and

dashboard concept teams.

This is Paradigm Shift.




As early as 1906, Ford transmission bands and planetary gears

were used in the manual transmission for the Model T. The first

automatic transmission used by Ford, a three-speed, automatically

shifted transmission for passenger cars, the "Ford-O-Matic," is

introduced in 1950.

One of the most talked about features of the 1950 Ford "E" car (for

Experimental) was the "Teletouch" shifter, which controlled the

automatic transmission selection electronically from push buttons

in the center of the steering wheel hub.

Sixty-three years later, Ford revolutionizes the gearshift…again!

the story


paradigm shift1. A radical change in underlying beliefs or accepted theory.2. Represents the notion of a major change in a certain thought pattern.

noun



C O N S O L ET E A M

1A

A P E XC O N S O L E

1B


DEVELOPMENT MILESTONES2 CONCEPTDEVELOPMENT



UNIVERSITY OF KANSAS

FLIP SHIFTER CONCEPT

1A

FORD MOTORS | FORD MOTORS | UNIVERSITY OF KANSAS

QUAD PADDLES CONCEPT

A2

FORD MOTORS | UNIVERSITY OF KANSAS

OVERHEAD CONCEPT

A3


CONSOLE MILESTONES



Milestone 1 /Flip Concept (A) evolved from sketch ideation and group

discussion with classmates. Bump Concept (B) evolved

from a late night brainstorming session and a Hand Study.


Flip Concept (A)



Bump Concept (B)




Milestone 2 /Flip Concept (A) was initially too similar to the current,

bulky gearshift mechanism so a more “flush” concept re-

placed it. Bump Concept (B) transformed into three seper-

ate variations that resembled a joystick-like mechanism, a

directional pad and a horizontal slide.


Flip Concept (A)



Bump Concept (B)




Milestone 3 /Flip Concept (A) found a consistent formal translation

movement to provide the necessary findability and accessi-

bility. Bump Concept (B) eliminated components of a hori-

zontal slide, and combined the movement of the joystick

concept and directional pad.


Flip Concept (A)



Bump Concept (B)




Milestone 4 /Flip Concept (A) needed stabilizing so a locking peg system

was designed to add specific location structure. Bump Con-

cept (B) became a functioning prototype and progressed to

a more cohesive movement after an additional hand study

was done.


Flip Concept (A)



Bump Concept (B)





WHEELMILESTONES



Milestone 1 /Initial ideation was based upon re-engineering the wheel

and the ability to move or tilt the wheel to engage gears.




Milestone 2 /Upon more research, wheel altering concepts from mile-

stone 1 were rejected and the team returned to additional

sketches from the start. Although still connected to the

wheel in most cases, these concepts did not require altera-

tion to the existing steering wheel mechanism.




Milestone 3 /In this milestone, three strong concepts emerged. The

Taggle Shifter and its variations, paddle shifter idea and the

Fly-By design laid the foundation for the final concept.







Milestone 4 /Three complete prototypes were developed for user testing,

including the Taggle shifter, quad-paddles and the Fly-By

concept.








DASHBOARDMILESTONES



Milestone 1 /Initial ideation was narrowed down to four shifter concepts

that included an overhead shifter, style knob, scroll shifter,

and a keyfob device.







Milestone 2 /The style knob and the keyfob concepts were eliminated

based on their similarities to existing products and usability

issues. Progress continued with the overhead area shifter

and the scroll shift concept.




Milestone 3 /From extensive conceptualizing through cardboard, foam

and 3-D modeling, the overhead shifter evolved into an

overhead paddle and the scroll shifter emerged with

heightened usability.







Milestone 4 /Full-scale 3-D printing and prototyping of both concepts

were created to provide usable models for public testing.





CONCEPTTESTING



The Public Responds /At this point each concept was exposed to the general

public for feedback. A large local store provided a unique,

populated venue for concept and prototype testing. All par-

ticipants were given a pamphlet with clear instructions on

how to rate each mechanism and had representatives from

each team available for questions and further discussion of

their new shifter ideas.














TESTING RESULTS & REFINEMENTS



Post-Testing Revisions /Taking the information gathered from the testing event,

each team then further refined their concepts based on the

feedback provided. This allowed for successful concepts to

continue to grow and expand in development.


WHICH DESIGN WAS THE MOST SUCCESSFUL?

25.0%

1A

1B

2A

2B

2C

3A

3B

30%0% 10% 20%votes (%)

conc

epts

6.8%

13.6%

21.6%

7.9%

4.5%

20.4%

FLIP

PADDLE

BUMP

FLY-BY

TAGGLE

OVERHEAD

SCROLL



WHICH DESIGN WAS THE LEAST SUCCESSFUL?

3.4%

1A

1B

2A

2B

2C

3A

3B

30%0% 10% 20%votes (%)

conc

epts

13.6%

15.9%

7.9%

7.9%

28.4%

7.9%

PADDLE

FLY-BY

FLIP

BUMP

TAGGLE

OVERHEAD

SCROLL


WHICH DESIGN IS THE MOST FEASIBLE?

17.1%

1A

1B

2A

2B

2C

3A

3B

30%0% 10% 20%votes (%)

conc

epts

10.2%

17.1%

3.4%

9.0%

19.3%

13.6%FLIP

BUMP

OVERHEAD

TAGGLE

SCROLL

PADDLE

FLY-BY



48men

17women

WHICH DEMOGRAPHICS PARTICIPATED?

18-24

gender age group

25-34

45-54

55-64

65+

35-44


69.5%

1A

1B

60% 70%0% 20%10% 30% 40% 50%approval votes (% of total votes)

30.5%

conc

epts

THE CONSOLETESTING RESULTS:

FLIP

BUMP



69.5%

1A

1B


30.5%

conc

epts

THE CONSOLETESTING RESULTS:

69.5%

1A

1B


30.5%

conc

epts

THE CONSOLETESTING RESULTS:Team Responses /

Great response and overall intuitive understanding, how-

ever needs a more constant structural mechanism.

Good review about simplicity and range of motion, but the

design is too similar to current shifter imagery.


37.3%


50.8%

conc

epts

THE WHEELTESTING RESULTS:

10.2%

2A

2B

2C

PADDLE

FLY-BY

TAGGLE



Team Responses /

37.3%


50.8%

conc

epts


10.2%

2A

2B

2C

37.3%


50.8%

conc

epts


10.2%

2A

2B

2C

37.3%


50.8%

conc

epts


10.2%

2A

2B

2C

Fly by was kept because of all the positive feedback that

was given. People were willing to see it in cars.

Paddles were received well because people were familiar

with the ideas, but needed to be refined and less bulking.

Taggle was eliminated because feedback was not as posi-

tive and people thought it was “light” and not “powerful”

enough to switch gears.


32.2%


66.1%

conc

epts

THE DASHBOARDTESTING RESULTS:

3A

3BOVERHEAD

SCROLL



32.2%


66.1%

conc

epts


3A

3B

Team Responses /

Scroll shift makes most sense, but needs work on mecha-

nism. This shall become first priority.

Overhead is too different, opinions were either positive or

very negative. This shall become secondary.

32.2%


66.1%

conc

epts


3A

3B






1A

* further conceptualization after testing.




1B






W H E E LT E A M

1A




W H E E LT E A M

1B






D A S H B O A R DT E A M

1A




D A S H B O A R DT E A M

1B



FINAL PRODUCTPRESENTATION



End Products /Each team produced two finalized concept packages that

include 3D models, computer-generated renderings and

working prototypes.


G L I D EC O N S O L E

1A

A RevolutionaryDriving Experience /The Glide Shifter breaks down the car to how it

moves at its essence. It allows the user to always

be able to easily find and interact with their shifter,

while smoothly transitioning from one position to an-

other. The Glide creates a unique form of directional

landmarks recognizable by sight and feel. Allowing

for a more reliable and comfortable shifting experi-

ence, this shifter rewrites how to change the way you

interact with your car.



A RevolutionaryDriving Experience /


A P E XC O N S O L E

1B

A Pinnacle ofDriving Simplicity /The Apex shifter takes the concepts of the tradi-

tional console shifter and transforms its identity.

The movement style of directional activation creates

a new level of simple understanding. It allows the

driver to focus on driving and effortlessly manipulate

this straight forward device. No guessing or mis-

takes, point blank precision execution in the just the

palm of your hand.



A Pinnacle ofDriving Simplicity /


Evolve makes shifting more available, convenient and

elegant. The shift button options unfold as the driver

starts the vehicle and tuck neatly away when turning

it off. The revolving Evolve is the evolution of shifting.

Shifting Evolution +Revolution /

E V O L V EW H E E L

1A



Shifting Evolution +Revolution /


The driver is in total control of vehicle motion with

the “sxsw.” While the driver keeps their hands safely

on the steering wheel, they can shift as well. The

shifting levers are conveniently located to shift in

close proximity to the steering wheel.

Shift by SteeringWheel /

S X S WW H E E L

1B



Shift by SteeringWheel /


The scrolling shift concept provides a compact and

instinctive way to switch gears, consolidating all

driving functions in one location in the car. By stay-

ing true to the conventional shifting motion while at

the same time condensing the form to its absolute

minimum, the scrolling shifter provides an easily

understood interaction that can be applied across the

entire ford line.

Minimal Form,Maximum Function /

S C R O L LD A S H B O A R D

1A



Minimal Form,Maximum Function /


O V E R H E A DD A S H B O A R D

1B

The overhead shift concept reimagines the conven-

tional gear selector in an aviation-inspired form and

function. It provides a fluid and logical movement be-

tween driving positions while at the same time com-

pletely freeing up the center console for other uses.

The overhead concept introduces a completely new

interaction between driver and machine by directly

translating hand motion to driving direction.

Kinetic Correlation& Intuitive Control /



Kinetic Correlation& Intuitive Control /


MARKETING COLLATERAL



Additional Pieces /Alongside the production of the final gear shift concepts,

additional pieces were created with the purpose of devel-

oping a marketing campaign. This further legitimizes the

project and its surrounding brand while displaying an over-

all knowledge of Ford Motor Company’s brand identity.








FINDABILITY

ACCESSABILITY

OPERABILITY

FEASIBILITY

SAFETY INTEGRATION

INTUITIVE DESIGN/STYLE

COMFORT IN USEINADVERTANT ACTUA

CTIO

N

OPERAT

IONAL STEREOTYPES

POSTURE

TRAVEL

EFFORTS

SIZE

MAXIMUM REACHMINIMUM REACH

CLEARANCES

EXPECTED LOCATION

S

LOGICAL GROUPING

INTERIOR VISIBILIT

Y

IDENTIFICATION

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FORD PROJECT METHODOLOGY CENTER FOR DESIGN RESEARCH :: UNIV. of KANSAS SPRING 2013



Hello! We are a group of KU students who are conducting research on

a new modified gearshift in automatic transmission cars. To do this we need your input.

PLEASE HELP US BY ANSWERING THE FOLLOWING QUESTIONS:

MY AGE IS:

I AM:

Please rank (5 being the highest) the importance to you of:STORAGE ON THE CONSOLE

OPEN SPACE ON THE CONSOLE

GEARSHIFT LOCATION

THE NEED FOR A “SPORT MODE” WITH THE GEARSHIFT

Please rank the following (5 being the highest):HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT & ITS FUNCTION?

HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT MECHANISM?

HOW INTERESTED WOULD YOU BE IN A NEW, SAFE ALTERNATIVE GEARSHIFT PLACEMENT AND MECHANICS?

COMMENTS:

m 18-24

I DRIVE A:

m 25-35 m 36-45 m 46-60 m 60+

m male m female m car m SUVm truck m other

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

Thank you for your time and support.

Hello! We are a group of KU students who are conducting research on

a new modified gearshift in automatic transmission cars. To do this we need your input.

PLEASE HELP US BY ANSWERING THE FOLLOWING QUESTIONS:

MY AGE IS:

I AM:

Please rank (5 being the highest) the importance to you of:STORAGE ON THE CONSOLE

OPEN SPACE ON THE CONSOLE

GEARSHIFT LOCATION

THE NEED FOR A “SPORT MODE” WITH THE GEARSHIFT

Please rank the following (5 being the highest):HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT & ITS FUNCTION?

HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT MECHANISM?

HOW INTERESTED WOULD YOU BE IN A NEW, SAFE ALTERNATIVE GEARSHIFT PLACEMENT AND MECHANICS?

COMMENTS:

m 18-24

I DRIVE A:

m 25-35 m 36-45 m 46-60 m 60+

m male m female m car m SUVm truck m other

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

m 1 m 2 m 3 m 4 m 5

Thank you for your time and support.













Documents

KU + Ford