FORD MOTOR COMPANY
Creating Stimuli for Global EV Concept Research
I created digital stimuli and helped build the physical prototype for a concept electric vehicle (for research in 5 international markets).
This project is still under NDA, so I’m unable to share original visuals and specific findings/concepts.
Project goals
Generate brand excitement through innovation in the EV market
Build a product geared toward a newer customer segment
Include features that will be appealing in multiple countries
Role
Product Designer (contract)
Team
Project Manager, Growth Product Manager, 3 Industrial Designers, Product Designer, Auto Engineer, Service Designer, Researcher, 2 UX Interns
Skills
Generative research
Cross-functional teamwork
Digital prototyping
Physical prototyping
Concepting
Refining concepts
from previous research
Before prototyping, we needed to distill concepts from the previous research phase (preference-testing 6 concepts with segment-specific participants from 5 global markets).
Globally preferred
Which concepts were more popular across all markets? And where were there functional overlaps between markets?
Sub-concept variations
What pieces could we combine to create the preferred concepts?
Monetization
How could concepts generate monthly or annual revenue?
Interdependencies
What did each concept require to be feasible and desirable?
Prototyping dashboard interactions
I needed to represent 4 concepts through dashboard interactions.
Since the concepts represented new EV functionality, it was important to quickly and clearly communicate both the features and how they differed from similar existing features.
Design considerations
Prototype format
Tablet dashboard in a physical prototype
Limited time
Despite long sessions, time with each digital prototype would be short
Concept representation
Not all concepts needed digital prototyping, because some would use the physical prototype
Style
Color and forms had to be similar to the brand, but not recognizable as the brand
Prototype revisions after team feedback
Remove realistic UI to help participants focus on the concept
Switch to light mode, because research would be during the day
Make text larger, to enable quicker reading
Once concept I prototyped. Hover/Press to view revised version. (Blurred for NDA)
A minor pivot from interactive to video
In order to make session timing more predictable, the researcher wanted to show videos instead of having participants interact with prototypes.
1 of 4 prototype videos I made. (Blurred for NDA)
Outcomes
Prototype excitement
The prototypes generated a lot of excitement among participants
Needed more general utility
We learned some features were too focused on one profession
Cross-functional learning
I learned a lot about developing a complex physical product with a cross-functional team
What I'd do
differently
Account for research environment
For daytime research, use light mode, unless the research is specifically about dark mode.
Start simple
Begin with the simplest possible design, then add complexity as needed. Simplicity is essential for concept research.
Speak up more
I had misgivings about the concept focus on one profession, but as one of the junior team members, I felt uneasy giving feedback.
