The question
What should an ambitious vehicle experience mean to the people who might actually own it? An exciting concept still needs a clear understanding of its customers, their expectations, and the moments that matter to them.
At Vectorform, our team conducted in-person product research and direct interviews with relevant customers, potential hypercar buyers, and owners. That research gave the work a human starting point.
My contribution
I led the workshops that brought the research and design questions together, including sessions with the UK build team. I translated the team’s research into customer profiles and journeys, making the implications easier for different disciplines to discuss.
The work connected what people valued with the experience we were proposing. Profiles and journeys became practical tools for deciding where to focus, rather than a research exercise that stopped at a presentation.
WHAT MOVED FORWARD
The findings informed decisions for the new production vehicle, and Vectorform was subsequently engaged to execute the human-machine interface work. I handed the direction to the production team before moving to another innovation project.
The connection to prototyping
A useful prototype starts with a useful question. This engagement demonstrates the discovery and synthesis that give a prototype direction: whose experience matters, what needs to be understood, and which assumptions deserve a tangible test.
My responsibility was the discovery, facilitation, and handoff. The production team owned the subsequent implementation.