Ford says it is working with new research and measurement methods and high-tech tools to collect customer insights from emotional, logical and discovery perspectives.
New techniques include brain scans and eye tracking, measuring where eyesight lingers most, and biometrics. Ford designers say their primary objective is to learn more about how people visually interact with car interiors.
“Vehicle interiors have witnessed one of the biggest evolutions across the history of cars in recent years,” said Raj Nair, Ford’s group vice president of global product development. “We are consistently adding better materials, improved design and increased features across the board, from high-end vehicles to entry-level segments.”
Research shows that a great-looking interior design can attract new buyers, but if that design isn’t thought through to accommodate different customer needs, this can be a less satisfying experience.
Data collected in Ford’s experimental research is guiding the Ford design team to improve both driver and passenger experience.
Ford claims this represents innovation in the design process as well as in the tools used. Research will happen up front, while responses to colour, materials, and any other critical element will continue to be assessed through customer clinics at a later stage of the process.
The company’s designers are said to have followed a similar approach in designing the interior of the all-new Ford GT – a two-door supercar that serves as a technology showcase for EcoBoost performance, aerodynamics and lightweight carbon-fibre construction.
First the main components of the GT interior were identified, then the design was pushed forward, introducing new guiding principles and design solutions.
“The interior design of the Ford GT builds on existing DNA and pushes it forward,” explains Moray Callum, current vice president of design at Ford. He says three guiding principles will drive the company’s future interior designs: “clarity of intent, innovation and connection”.
Source: Ford
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