During the futurist panel at the 2017 Automotive News World Congress, Rachel Nguyen, executive director of Nissan’s Future Lab, said understanding what the consumer wants will help brands define their experience. One method Nissan utilizes: ethnographic studies of consumers.
“The more insight you have to a holistic view of that, the product in the vehicle becomes more tailored,” said Nguyen. “Not only in the interior, but packaging, wear and tear, how we think of that whole ownership experience.”
In the process of learning, though, carmakers and suppliers face significant hurdles.
“You kind of stumble into these potential roadblocks,” said Nguyen.
Sometimes issues can be day-to-day. For example, Nguyen highlighted state licensing regulations that make it difficult to put more than two individuals on a lease, a step to shared ownership in the future.
Peter Kosak, executive director of General Motors’ urban mobility programs, agreed, pointing out that these initial projects that many carmakers are doing are crucial to exciting the public about the future of transportation. In his view, regulators should be more accommodating.
“It’s important to learn, to demonstrate efficacy,” said Kosak.
The issues can involve addressing big questions, said Phil Eyler, president of Harman International’s connected-car division. In his role, Eyler not only thinks about interior software and system design but also how the car will communicate with infrastructure.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Following the 2016 Smart Innovation Award at “FIMBACTE Trophées du Cadre de vie”, the CITYOPT project has once again been recognized, this time in the prestigious French design competition: “Observeur du Design 2017”, in the Service Design category. In June 2016, CITYOPT won the first stage of the Observeur du Design. Now the project has […]
Last month Putting People First announced the upcoming conference on design & sustainable innovation for smart cities in Nice France. Meanwhile we are pleased to announce the full event agenda (see below). This event will feature professionals from leading research institutes and industry gathering to present key initiatives which combine Energy Efficiency and Service Design […]
Invitation to the International Conference on Design & Sustainable Innovation for SmartCities Nice (France) 8 December 2016 On the 8th December 2016, the CITYOPT project will host an international conference on Design and sustainable innovation for SmartCities, at the Centre Universitaire Méditerranéen, France. An open invitation to attend is offered to people and organisations who […]
The 100&Change is an international competition and a landmark opportunity for thinkers and designers to tackle critical challenges affecting the world. Michele Visciòla will be one of the panel of expert judges who will select which project is worthy of the $100 million grant. 100&Change is the MacArthur Foundation competition – launched this year for […]
The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to “transform data into insights about consumers’ motivations and to turn those insights into strategy.” The article was written by Frank van den Driest and Keith Weed of a […]
This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]