Ford
Challenge
Ford of Europe (FoE) invited PDD to collaborate with the Advanced Product Group (APG) in an automotive design and interior modelling project. FoE wanted to use a multi-skilled creative/research agency in order to identify genuine consumer insights / unmet needs and translate these into product solutions that would enhance their targeted consumers’ lives.
Solution
The project began with a three-country study (France, Germany and UK) conducted by PDD’s research team to investigate the needs of the new vehicle’s target users and produce insights for the development stage. Automotive prototypes, rigs and models, known as ‘bucks’, typically have closely defined roles: a ‘white buck’ of unfinished card and foam is used to assess functional, mechanical and spatial issues and a ‘black buck’ communicates overall showroom appeal. For this project the team developed what became termed a ‘grey’ buck which combined black and white to realistic effect, made possible by the integrated nature of the teams and the permanent presence of development prototypers. The vehicle mock-ups, in large dedicated hangars in the three countries, saw moderators skilfully negotiate responses to a complex set of issues.
Result
The results were formulated into a final vehicle proposal which formed the basis of a presentation by APG team to upper management. The metrics of positive feedback exceeded comparable projects with a very high percentage of ideas given the development ‘green light’ and others prepared for future consideration.
Client's Comments
"PDD were a natural choice to deliver meaningful innovation due to their long experience in user research, along with their design and technical development expertise."
Ford - APG team
