General Motors (GM) asked Philips Design to help them explore the future of in-car experiences. Already at the time, the fusion of automobiles and electronics was well underway with a large percentage of the bill of materials for an automobile going to electronics. However, these systems were focused on safety more than the human side of the car experience. It was time to probe the future through design research.
The project explored the shifting trends in how people lived and arrived at three distinct target groups for the vehicle range. Gen X – singles, mothers with children and recent retirees. One group was considered more important to GM and the rest of the project focused on how to create an in-car experience for them. The goal was to aim for a point 10 years in the future, or two new iterations of the model ahead, knowing there would be new technologies to test and approve for production.
All of the main ideas demonstrated in this project have since found their way into various GM models as well as those of competitors. By focusing on the needs and desires of the user, we were able to create ideas that had real relevance and commercial value.
NOTE: This was a massive project with over 50 people working on it. I ran the project through its early development, but I acknowledge the fantastic contributions of every member of the team who helped to execute the concept successfully. Nothing could be more rewarding than the comments of one of the heads of GM as he stepped out of the working drivable demonstrator vehicle and said that “this is the best 3/4 hour I have spent in my 19 years at GM”.
Design research helps you probe the probable futures of your products, firm and industry, significantly improving your understanding of your strategic options. On a day to day basis designers solve problems and create appealing products, but they are also capable of envisioning the future, especially when they combine a deep knowledge of the facts and sociocultural trends with their powerful imaginations.