THE CENTER FOR DESIGN RESEARCH
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
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 Bernstein Lauren Nicole Bock Sophia Anne Brownlee Kent DiasAbeygunawardena Jerry Bryant Gabrie John Hall
Evan Holcomb Brian Steven Ide Morgan Lottes Emma Louise Vice Murano Eric Norton Nick J. Ostmeyer
Lawrence Raitinger Francisco Ramos Michael W. Shackelford Nicholas Stephen Troll Jesse Daniel Waugh Brandon Wood
Greg Thomas - Instructor
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
GOALS & GUIDELINES
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
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.
P A R A D I G M
S H I F T
Task 2 / 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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Task 3 / 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.
P A R A D I G M
S H I F T
Task 4 / 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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Findability / 1. Expected Locations 2. Logical Grouping 3. Visibility (Interior)
a. sunlight screen washout
b. visual obstruction
4. Identification
a. type/character legibility
P A R A D I G M
S H I F T
Accessibility / 1. Reach
a. maximum reach
b. minimum reach
4. Clearances
a. consider: fingernails, rings, gloves
b. shifter, ignition, parking brake areas
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Operability / 1. Comfort in Use
a. posture
b. efforts
c. travel (movement)
d. size
e. operational stereotypes (on-off)
f. inadvertent actuation
P A R A D I G M
S H I F T
Competencies / 1. Feasibility 2. Integration 3. Safety 4. Ergonomics 5. Intuitiveness 6. Elegance
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
PRELIMINARY 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 + 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 + 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 + 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 + Center for Design Research /
Field Study & Familiarization / Test Driving experience courtesy of Laird Noller Ford of Lawrence, Kansas.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
44 Total Participants!
AGES 18-2
AGES 25-
AGES 36-4
AGES 46-6
AGES 60 14 men
15 women
DRIVES A CA
DRIVES A TRUC
DRIVES A SU
DRIVES OTHE
P A R A D I G M
ipants!
5 men
S H I F T
AGES 18-24
11
AGES 25-35
8
AGES 36-45
4
AGES 46-60
5
AGES 60 +
1
DRIVES A CAR
16
DRIVES A TRUCK
6
DRIVES A SUV
7
DRIVES OTHER
2
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
HOW IMPORTANT IS THE CENTER CONSOLE?
WOULD YOU CONSIDER A DIFFERENT PLACE FOR THE GEARSHIFT IN THE DRIVER AREA?
NO / NOT IMPORTANT
3
NO / NOT IMPORTANT
3
NO / UNIMPORTANT
4
NO / UNIMPORTANT
5
UNSURE / INDIFFERENT
3
UNSURE / INDIFFERENT
9
YES / IMPORTANT
11
YES / IMPORTANT
8
YES / VERY IMPORTANT
7
YES / VERY IMPORTANT
5
HOW IMPORTANT IS MORE SPACE IN THE CENTER CONSOLE AREA?
WOULD YOU PREFER TO HAVE A “SPORT MODE” OPTION WITH THE GEARSHIFT?
NO / NOT IMPORTANT
1
NO / NOT IMPORTANT
9
NO / UNIMPORTANT
7
NO / UNIMPORTANT
7
UNSURE / INDIFFERENT
8
UNSURE / INDIFFERENT
4
YES / IMPORTANT
7
YES / IMPORTANT
5
YES / VERY IMPORTANT
4
YES / VERY IMPORTANT
3
P A R A D I G M
S H I F T
HOW INTERESTED WOULD YOU BE WITH THE NEW GEARSHIFT PLACE AND MECHANISM? NO / NOT IMPORTANT
3
NO / UNIMPORTANT
4
UNSURE / INDIFFERENT
2
YES / IMPORTANT
8
YES / VERY IMPORTANT
13
HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT MECHANISM?
HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT POSITION AND FUNCTION? NO / NOT IMPORTANT
3
NO / NOT IMPORTANT
2
NO / UNIMPORTANT
1
NO / UNIMPORTANT
1
UNSURE / INDIFFERENT
8
UNSURE / INDIFFERENT
11
YES / IMPORTANT
11
YES / IMPORTANT
9
YES / VERY IMPORTANT
7
YES / VERY IMPORTANT
5
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Online Survey Results / Data collected using the online survey-building website “SurveyMonkey.com.� Participation was promoted via email and social media interaction.
P A R A D I G M
S H I F T
How important is the center console?
No / unimportant
1
2
6.76% (5)
3
4
27.03% (20)
14.86% (11)
51.35% (38)
Yes / important
Answered: 74 | Skipped: 0
How important is more space in
Would you consider a different place
Would you prefer having a “sport mode�
the center console area?
for the gearshift in the driver area?
option with the gearshift?
13.70% (10)
31.51% (23)
16.44% (12)
38.36% (28)
Answered: 73 | Skipped: 1
27.78% (20)
30.56% (22)
19.44% (14)
30.56% (22)
22.22% (16)
Answered: 72 | Skipped: 2
15.28% (11)
26.39% (19) 27.78% (20)
Answered: 72 | Skipped: 2
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
How satisfied are you with the current
How satisfied are you with the current gearshift mechanism? 1.37% (1)
gearshift position and function? 1.37% (1)
30.14% (22)
12.33% (9) 34.25% (25)
20.55% (15)
47.95% (35)
Answered: 73 | Skipped: 1
How interested would you be with a new gearshift place and mechanism?
52.05% (38)
5.56% (4) 16.67% (12)
29.17% (21)
48.61% (35)
Answered: 73 | Skipped: 1
Answered: 72 | Skipped: 2
S H I F T
P A R A D I G M
Could you imagine the new device to be
Could you imagine the new device to be
Would it be convienient to incorporate it
on the steering wheel?
on the dashboard?
with another task...such as the ignition?
27.78% (20)
22.22% (16) 13.89% (10)
46.11% (26)
Answered: 72 | Skipped: 2
12.68% (9)
15.49% (11) 39.44% (28)
25.35% (18)
19.72% (14)
36.62% (26)
22.54% (16)
28.17% (20)
Answered: 71 | Skipped: 3
Answered: 71 | Skipped: 3
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
RESEARCH GROUPS
P A R A D I G M
1 2 3 4 5
S H I F T
U.S. Market Global Market Console Space Technology The Driving Experience
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
U.S. Market This 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.
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
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 + 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 + Center for Design Research /
As an example, the Ford Fusion holds a competitive spot in one of the most concentrated categories in the current automotive market.
P A R A D I G M
S H I F T
FORD FLEET COMPETITOR ANALYISIS FIESTA
SONIC
FOCUS
VERSA
YARIS
ACCENT
SCION iQ
VERANO
CIVIC
SENTRA
COROLLA
ELANTRA
IMPREZA
FORTE
MAZDA3
LANCER
ACCORD
ALTIMA
CAMRY
SONATA
LEGACY
OPTIMA
MAZDA6
GALANT
MAXIMA
AVALON
AZERA
AVENGER
MALIBU
REGAL
TAURUS
300C
CHARGER
IMPALA
LACROSSE
CHALLENGER
CAMERO
ESCAPE
370Z
BRZ
MIATA MX-5
TERRAIN
CRV
JUKE/ROGUE
RAV 4
TUSCON
FORESTER/XV CROSSTEK
SPORTAGE
CX-5
OUTLANDER SPORT
TRAVERSE
ENCLAVE
ACADIA
PILOT
PATHFINDER
HIGHLANDER
SANTA FE
TRIBECA
SORENTO
CX-9
OUTLANDER
EDGE
JOURNEY
CROSSTOUR
GRAND CARAVAN
ODYSSEY
VENZA
QUEST
SIENNA
TAHOE, SUBURBAN
YUKON
ARMADA
SEQUOIA
TITAN
TUNDRA
F-150
RAM 1500
SILVERADO
SIERRA
SUPER DUTY
RAM 2500+
SILVERADO HD
SIERRA HD
OUTBACK
xD, xB, tC
JETTA
PASSAT
FR-S
ENCORE
DURANGO
EXPEDITION
GENESIS COUPE
EQUINOX
EXPLORER
TOWN & COUNTRY
MAZDA2
CRUISE
200
FLEX
RIO
DART
FUSION
MUSTANG
FIT
TIGUAN
MAZDA5
SEDONA
ROUTAN
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Global Market The 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.
P A R A D I G M
S H I F T
1
P R N
3
5
R
VS
D
2
4
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
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.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
Console Space The 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.
P A R A D I G M
S H I F T
CONSOLE FIELD STUDY
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
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.
P A R A D I G M
S H I F T
# out of 35 people surveyed
HAND PLACEMENT
ACTIVITIES IN CAR eating
26
texting
22
11
calling make-up
12
30 2
singing transport pets
1 2
10
16 3
3
9 KEPT IN CONSOLE change purse/bag
24 3
cellphone
15
drinks
26
sunglasses clothing other
4
8 7
6
5
16 one hand only
2 12
two-hand radius
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Technology We 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.
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
HUMAN MACHINE INTERFACE
P A R A D I G M
S H I F T
FEEDBACK
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
ANTHROPOMETRICS
P A R A D I G M
S H I F T
ERGONOMICS
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Looking forward with concept cars.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
Driving Experience Shifting 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.
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
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.
P A R A D I G M
S H I F T
Driver experience includes everything the driver touches, controls, sees, considers... - the environment - opening doors - parking - steering - shifting...
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
archetype:
The original pattern or model of which all things of the same type are representations or copies. -merriam webster
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
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?
P A R A D I G M
S H I F T
Why do they look the same?
manual
automatic
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
When you enter a car...where are you coming from? -house -work -public space
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
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?
P A R A D I G M
S H I F T
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 instructing the car to do, allowing for a more personal experience.
University of Kansas | School of Architecture, Design & Planning /
INITIAL CONCEPTS
P A R A D I G M
S H I F T
BRAINSTORMING
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
PHASE 1 SKETCHING
S H I F T
|
|
|
MAXIM UM RE M I NI M AC UM H RE CLEA A RA CH NC ES
SA FETY
EXPEC TED LO LOGIC C AL GR ATI INTER O IO U R VI IDEN TIF S IC
OP ER AT I
S TYPE EO ER ST S T FOR AL EF N O SIZE
N
|
3
|
4
|
|
5 6 7
|
|
|
8
|
|
9
|
10
L
FE AS I BI L I T Y
|
|
|
|
| H
L
RT I
US INADV ERT E AN T AC POSTU RE T TRAV EL
OP ERABILITY
H
INTUITIVE
|
N IO CT UA
S N O G Y N T I PI IL IB N IO AT
ACCESSABILITY
1
|
|
COMFO
2
|
|
I N T E G RATI O N
FI N DA B I L I T Y
|
|
H
|
SPRING 2013
CENTER FOR DESIGN RESEARCH :: UNIV. of KANSAS
H
L
FORD PROJECT METHODOLOGY
L
P A R A D I G M
DE S I G N / S T Y L E
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
DASHBOARD
WHEEL CONSOLE
P A R A D I G M
S H I F T
divide & conquer 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. 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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
the story 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!
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
paradigm shift noun
1. A radical change in underlying beliefs or accepted theory. 2. Represents the notion of a major change in a certain thought pattern.
P A R A D I G M
S H I F T
T E A M
C O N S O L E
1A
C O N S O L E
A P E X
1B
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
2
DEVELOPMENT CONCEPT MILESTONES DEVELOPMENT
P A R A D I G M
S H I F T
MOTORS | UNIVERSITY OFFORD KANSAS MOTORS | UNIVERSITY OF KANSAS FORD MOTORS | UNIVERSITY OF FORD KANSAS
1
A
2
A
OVERHEA FLIP SHIFTER CONCEPT QUAD PADDLES CONCEPT
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
CONSOLE MILESTONES
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Flip Concept (A)
P A R A D I G M
S H I F T
Bump Concept (B)
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
Milestone 2 / Flip Concept (A) was initially too similar to the current, bulky gearshift mechanism so a more “flush� concept replaced it. Bump Concept (B) transformed into three seperate variations that resembled a joystick-like mechanism, a directional pad and a horizontal slide.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Flip Concept (A)
P A R A D I G M
S H I F T
Bump Concept (B)
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
Milestone 3 / Flip Concept (A) found a consistent formal translation movement to provide the necessary findability and accessibility. Bump Concept (B) eliminated components of a horizontal slide, and combined the movement of the joystick concept and directional pad.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Flip Concept (A)
P A R A D I G M
S H I F T
Bump Concept (B)
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
Milestone 4 / Flip Concept (A) needed stabilizing so a locking peg system was designed to add specific location structure. Bump Concept (B) became a functioning prototype and progressed to a more cohesive movement after an additional hand study was done.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
Flip Concept (A)
P A R A D I G M
S H I F T
Bump Concept (B)
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
WHEEL MILESTONES
P A R A D I G M
S H I F T
Milestone 1 / Initial ideation was based upon re-engineering the wheel and the ability to move or tilt the wheel to engage gears.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
Milestone 2 / Upon more research, wheel altering concepts from milestone 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 alteration to the existing steering wheel mechanism.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
P A R A D I G M
S H I F T
Milestone 4 / Three complete prototypes were developed for user testing, including the Taggle shifter, quad-paddles and the Fly-By concept.
University of Kansas | School of Architecture, Design & Planning /
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 + 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 + Center for Design Research /
DASHBOARD MILESTONES
P A R A D I G M
S H I F T
Milestone 1 / Initial ideation was narrowed down to four shifter concepts that included an overhead shifter, style knob, scroll shifter, and a keyfob device.
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
P A R A D I G M
S H I F T
Milestone 4 / Full-scale 3-D printing and prototyping of both concepts were created to provide usable models for public testing.
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
CONCEPT TESTING
P A R A D I G M
S H I F T
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 participants 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.
University of Kansas | School of Architecture, Design & Planning /
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 + 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 + 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 + 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 + Center for Design Research /
TESTING RESULTS & REFINEMENTS
P A R A D I G M
S H I F T
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.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
FLIP
1
BUMP
1
FLY-BY
2
concepts
WHICH DESIGN WAS THE MOST SUCCESSFUL?
PADDLE
2
TAGGLE
2
SCROLL
3
OVERHEAD
3
A
6.8%
B
25.0%
A
21.6%
B
13.6%
C
7.9%
A
20.4%
B
4.5% 0%
10%
20% votes (%)
30%
P A R A D I G M
S H I F T
FLIP
1
BUMP
1
FLY-BY
2
concepts
WHICH DESIGN WAS THE LEAST SUCCESSFUL?
PADDLE
2
TAGGLE
2
SCROLL
3
OVERHEAD
3
A
13.6%
B
3.4%
A
7.9%
B
15.9%
C
7.9%
A
7.9%
B
28.4% 0%
10%
20%
30%
votes (%)
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
FLIP
1
BUMP
1
FLY-BY
2
concepts
WHICH DESIGN IS THE MOST FEASIBLE?
PADDLE
2
TAGGLE
2
SCROLL
3
OVERHEAD
3
A
13.6%
B
17.1%
A
17.1%
B
10.2%
C
3.4%
A
19.3%
B
9.0% 0%
10%
20% votes (%)
30%
P A R A D I G M
S H I F T
WHICH DEMOGRAPHICS PARTICIPATED? 65+
17
55-64
women
48 men
18-24
45-54 25-34 35-44
gender
age group
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
THE CONSOLE TESTING RESULTS: 1
BUMP
1
concepts
FLIP
A
30.5%
B
69.5% 0%
10%
20%
30%
40%
approval votes (% of total votes)
50%
60%
70%
P A R A D I G M
S H I F T
concepts concepts
THE CONSOLE THE CONSOLE TESTING RESULTS: Team Responses / TESTING RESULTS: 1
A 1 A 1 B 1 B
30.5% 30.5% 69.5% 69.5%
Great response and overall intuitive understanding, however needs a more constant structural mechanism. Good review about simplicity and range of motion, but the
0% 10% 20% 30%imagery. 40% design is too similar to current shifter approval votes (% of total votes) 0% 10% 20% 30% 40%
50% 50%
60% 60%
approval votes (% of total votes)
University of Kansas | School of Architecture, Design & Planning /
70% 70%
Ford Motor Company + Center for Design Research /
THE WHEEL TESTING RESULTS: 2
PADDLE
2
TAGGLE
2
concepts
FLY-BY
A
50.8%
B
37.3%
C
10.2% 0%
10%
20%
30%
40%
approval votes (% of total votes)
50%
60%
70%
P A R A D I G M
S H I F T
THE WHEEL THE WHEEL TESTING RESULTS: Team Responses / THE WHEEL TESTING RESULTS: TESTING RESULTS: concepts concepts concepts
2
A
2 A 2 2
B A 2 B 2 2 C B 2 C 2 C
50.8%
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.
0% 10% 30% was not 40% Taggle was eliminated20% because feedback as posi- 50% 0% 10% thought 20% 30% 40% tive and people it was “light” and not “powerful” approval votes (% of total votes) 0% 20% 30% 40% enough to10% switch gears. approval votes (% of total votes)
50% 50%
50.8% 37.3% 50.8% 37.3% 10.2% 37.3% 10.2% 60% 10.2%70% 60% 60%
approval votes (% of total votes) University of Kansas | School of Architecture, Design & Planning /
70% 70%
Ford Motor Company + Center for Design Research /
THE DASHBOARD TESTING RESULTS: 3
OVERHEAD
3
concepts
SCROLL
A
66.1%
B
32.2% 0%
10%
20%
30%
40%
approval votes (% of total votes)
50%
60%
70%
P A R A D I G M
S H I F T
concepts concepts
THE DASHBOARD THE TESTING RESULTS: Team Responses / DASHBOARD TESTING RESULTS: 3
A
3 3A 3
B B
66.1%
Scroll shift makes most sense, but needs work on mecha-
66.1% 32.2%
nism. This shall become first priority. Overhead is too different, opinions were either positive or
0% negative. 10%This shall 20% 30% very become secondary. 0%
10%
20%
40%
approval votes (% of total votes)
30%
40%
50%
32.2% 60% 70%
50%
60%
approval votes (% of total votes)
University of Kansas | School of Architecture, Design & Planning /
70%
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 + Center for Design Research /
T E A M
C O N S O L E
1A
* further conceptualization after testing.
P A R A D I G M
S H I F T
T E A M
C O N S O L E
1B
* further conceptualization after testing.
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
T E A M
W H E E L
1A
* further conceptualization after testing.
P A R A D I G M
S H I F T
T E A M
W H E E L
1B
* further conceptualization after testing.
University of Kansas | School of Architecture, Design & Planning /
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 + Center for Design Research /
T E A M
D A S H B O A R D
1A
* further conceptualization after testing.
P A R A D I G M
S H I F T
T E A M
D A S H B O A R D
1B
* further conceptualization after testing.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
FINAL PRODUCT PRESENTATION
P A R A D I G M
S H I F T
End Products / Each team produced two finalized concept packages that include 3D models, computer-generated renderings and working prototypes.
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
C O N S O L E
G L I D E
1A
A Revolutionary Driving 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 another. The Glide creates a unique form of directional landmarks recognizable by sight and feel. Allowing for a more reliable and comfortable shifting experience, this shifter rewrites how to change the way you interact with your car.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
C O N S O L E
A P E X
1B
A Pinnacle of Driving Simplicity / The Apex shifter takes the concepts of the traditional 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 mistakes, point blank precision execution in the just the palm of your hand.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
W H E E L
E V O LV E
1A
Shifting Evolution + Revolution / 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.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
W H E E L
S X S W
1B
Shift by Steering Wheel / 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.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
D A S H B O A R D
S C R O L L
1A
Minimal Form, Maximum Function / The scrolling shift concept provides a compact and instinctive way to switch gears, consolidating all driving functions in one location in the car. By staying 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.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
D A S H B O A R D
O V E R H E A D
1B
Kinetic Correlation & Intuitive Control / The overhead shift concept reimagines the conventional gear selector in an aviation-inspired form and function. It provides a fluid and logical movement between driving positions while at the same time completely 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.
P A R A D I G M
S H I F T
University of Kansas | School of Architecture, Design & Planning /
Ford Motor Company + Center for Design Research /
MARKETING COLLATERAL
P A R A D I G M
S H I F T
Additional Pieces / Alongside the production of the final gear shift concepts, additional pieces were created with the purpose of developing a marketing campaign. This further legitimizes the project and its surrounding brand while displaying an overall knowledge of Ford Motor Company’s brand identity.
University of Kansas | School of Architecture, Design & Planning /
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 + 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 + Center for Design Research /
|
|
MAXIM UM RE M I NI M AC UM H RE CLEA AC RA H NC ES
SAFETY
EXPEC TED LO LOGIC CA AL G TI R INTER O IO U R VI IDEN TIF S IC
L
|
OP ER AT I
S TYPE EO ER ST TS FOR AL EF N O SIZE
N
|
3
|
4
|
|
5 6 7
|
|
|
8
|
|
9
|
10
L
F E A S I B I LI T Y
|
|
|
|
|
DESIGN/STYLE
H
L
RT I
US INADV ERT E AN T AC POSTU RE T TRAV EL
OP E R A B I L I TY
H
INTUITIVE
|
N IO CT UA
S N O G Y N T I PI IL IB N IO AT
ACCESSABILITY
1
|
|
COMFO
2
|
|
I N T E G R AT I O N
F IND A B IL IT Y
|
|
H
|
SPRING 2013
CENTER FOR DESIGN RESEARCH :: UNIV. of KANSAS
H
L
FORD PROJECT METHODOLOGY
S H I F T
P A R A D I G M
Hello!
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: m 18-24 m 25-35
m 36-45
I AM: m male m female
I DRIVE A: m car m truck
m 46-60
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:
m 60+
MY AGE IS: m 18-24 m 25-35
m 36-45
m 46-60
m 60+
m SUV
I AM: m male m female
I DRIVE A: m car m truck
m SUV
m other
m other
Please rank (5 being the highest) the importance to you of: STORAGE ON THE CONSOLE m1 m2 m3 m4 m5
Please rank (5 being the highest) the importance to you of: STORAGE ON THE CONSOLE m1 m2 m3 m4 m5
OPEN SPACE ON THE CONSOLE
OPEN SPACE ON THE CONSOLE
m1
m2
m3
m4
m5
GEARSHIFT LOCATION
m1
m2
m3
m4
m5
THE NEED FOR A “SPORT MODE” WITH THE GEARSHIFT
m1
m2
m1
m2
m3
m4
m5
m3
m4
m5
GEARSHIFT LOCATION
m3
m4
m1
m2
THE NEED FOR A “SPORT MODE” WITH THE GEARSHIFT
m5
m1
m2
m3
m4
m5
Please rank the following (5 being the highest): HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT & ITS FUNCTION? m1 m2 m3 m4 m5
Please rank the following (5 being the highest): HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT & ITS FUNCTION? m1 m2 m3 m4 m5
HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT MECHANISM?
HOW SATISFIED ARE YOU WITH THE CURRENT GEARSHIFT MECHANISM?
m1
m2
m3
m4
m5
m1
m2
m3
m4
m5
HOW INTERESTED WOULD YOU BE IN A NEW, SAFE ALTERNATIVE GEARSHIFT PLACEMENT AND MECHANICS?
HOW INTERESTED WOULD YOU BE IN A NEW, SAFE ALTERNATIVE GEARSHIFT PLACEMENT AND MECHANICS?
m1
m1
m2
m3
m4
m5
COMMENTS:
m2
m3
m4
m5
COMMENTS:
Thank you for your time and support.
Thank you for your time and support.
University of Kansas | School of Architecture, Design & Planning /
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 + 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 + 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 + 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 /