In what may a possible first on the international motor show scene, a group of us (@daveimai, @joesimpson, @charmermark and @carnorama primarily) will be (loosely) hosting a combined Designer’s Night after party and new media type tweetup.
Find us from 22:00 on September 15 at Eurodeli, located at Neue Mainzer Str. 60-66 in Frankfurt (nearest S-Bahn is Taunusanlage, nearest U-Bahn is Alte Oper).
If you’re going to be in town for the show and are looking to kick on after Designer’s Night (or didn’t get an invite in the first place) feel free to join us!
We can’t wait to meet you all there!
P.S Make sure you use the #IAATweetup hashtag in all your Frankfurt Show tweets so we can follow the event!
It’s been a while since I’ve turned my mind to the GM empire (in fact the last time I saw fit to comment was when the highly questionable GMC Terrain surfaced…). But conversations with the head of social media at GMH (Holden) and a little discovery I made yesterday has got me thinking about the people’s car company all over again.
I’ve spent a lot of time over the past few weeks discussing the ability of social media to open up dialogue between automotive designer and customer. The benefits, as I see them, are twofold. Firstly, designers get access to crucial insight from the people they often have the least professional contact with, their customers. Secondly, the designers themselves, as opposed to the cringe-inducing PR lackeys, can help spread the message about their work, breaking down the hitherto impermeable walls of the design studio.
Lo and behold, GM has jumped into the ring with a new project called The Lab (take a look at it here) and it seems to be a solid first step in engaging designer and customer in a productive, conversational way. This marks a turning point in the use of social media as a truly two-way street into and out of automotive companies outside of the PR department. It’s also heralds the incorporation of social media research into the product development process by enabling access between customers and the people responsible for designing their cars.
Traditionally, market research consultancies were commissioned to suss out customer need and wants on behalf of design departments. Somewhat predictably, market researchers, with their marketing imperatives, ask marketing questions and present their marketing answers, mostly metrics, to… designers.
Based on my experience, marketers and designers very rarely speak the same language and, unsurprisingly, rooms of blank stares and yawns are the usual outcome. At best, there might be a clue or two hidden in the marketer-speak for design management to interpret for the benefit of the designers. At worst, nobody in design gets it and they go off and sketch something for themselves (probably on the back of the latest trend report from marketing).
Somewhat notoriously, Ford has tried to get around this disconnect by building a persona around the marketing metrics (her name is Antonella) but at the end of the day she’s a fabrication, too easily moulded to suit the whims of the various stakeholders in the design/marketing/sales triumvirate.
Recognising that the traditional market research model fails to connect with designers and that there’s no substitute for real people, a small number of ex-designers and design strategists (people who, in this context, sit at the confluence of market insight and design output) have set up consultancies that aim to ask the right kind questions of customers in order to get design-relevant responses.
The key to their success is that their outcomes are presented in ways that make sense to designers and the marketing/sales teams. It’s a largely successful approach, and having worked in this kind of arrangement, I can attest to the palpable sense of relief expressed by designers when another of their ilk gets up and delivers truly useful, comprehensible market insights. Importantly, these consultancies strive to deliver outcomes where the direct implications for the designer’s work are clearly defined.
Where this approach falls down, however, is when you want to establish a richer, longer-lasting conversation with the customer. The project-by-project basis on which the older strategy consultancies work is just too finite and the idea of using the internet to reach more people in a more more conversational way just hasn’t occurred to them.
This is why GM’s Lab experiment is so interesting. It cuts out the woefully inappropriate (for designers) market research companies, the simplex, time-limited information stream of the design strategy consultancies and gets right to the customer in a way that openly encourages dialogue.
Admittedly, there are a couple of issues that come to mind. Firstly, if the content isn’t inclusive and word isn’t spread far enough, the only people the designers will be talking to are the die-hard fans (although die-hards have their place as brand evangelists, it’s actually Joe Average who almost always provides the most surprising, useful insights). Their current content videos are too one-sided and way too corporate for this commentator.
Secondly, I have an inkling that asking the right kind of questions, the analysis of the responses and, most crucially, maintaining the momentum of the project will still require dedicated design strategists. Then again, I would say that. I still believe that outside consulting will continue to have an important role in defining design projects, a social media stream will simply provide another, more immediate source of feedback for designers to bounce off.
As an experiment, The Lab ties in closely with the views I’ve expressed in the past and GM should be applauded for their pioneering efforts. It will be fascinating to watch how the dialogue between designer and customer develops over the months and, hopefully, years to come. Ultimately, it represents a bold step towards opening up the design process in a useful, engaging way and a wonderfully appropriate one. I mean, it is the people’s car company after all.
Now with a 10 minute highlights reel of the original 40 minute interview
Last week I was offered the enormous privilege of taking part in a project being run by Joe Simpson and Mark Charmer of the Movement Design Bureau. They’ve been tasked with looking at the perception of Ford’s sustainability message, from top to bottom and inside out. Having watched the project develop over the last few months, I leapt at the chance to be involved.
I was asked to review Joe and Mark’s interview with Sue Cischke, Ford’s group Vice President of Sustainability, Environment and Safety Engineering and provide my observations based on what I heard. Given Sue’s long and illustrious history in the industry, it wasn’t a task I took lightly. My take on things now been published for the world (and Ford) to read and I’m looking forward to seeing the reaction.
It wasn’t all about me, however, and I commend you to read the fantastic contributions from Dan Stuges, of Intrago, and Amy Johannigman and Robb Hunter from the University of Cincinnati’s storied Department of Design, Architecture, Art & Planning.
One of the really exciting aspects of this project is that 4 people have come together and drawn three different, but highly related (and, in my view, relevant) conclusions from Joe and Mark’s interview with Sue.
Although small in scale, the process amply demonstrates the power of the internet to enable collaboration and connection between geographically dispersed stake-holders, something that Clay Shirky talked about to great effect in his 2005 presentation at TED.
Head over to Re*Move to see the other critiques, plus a whole lot more on the Ford project.
I'm Drew Smith and I'm an ethnographer and strategist. By day I shape culture and strategy at Seren. By night I sleep (mostly). And once a month, I host an event called Rising Minds, at Shoreditch House.
DownsideUpDesign is a place for me to collect stuff that I like, often love and sometimes hate for safe keeping. All views represented here are mine and mine alone and do not represent those of anyone else.
Get in touch at drewpasmith (at) gmail (dot) com or tweet me (@drewpasmith) to rant, contribute or collaborate!
Want DownsideUpdates sent to your email address? Click here: