DownsideUpDesign

I’ve just had my eye drawn to a cute little competition being run by DesignBoom – in collaboration with Porsche and the Scuola Politecnica di Design – for which entrants have been asked to design a wrap “to enhance the visual appearance of the sports vehicle”.

There’s a clear impetus here, on the part of Porsche, to try and bring some of the visually-oriented expression of self that younger generations engage in online into their brand world.

Where once we projected ourselves into shiny new cars, using them as a representation of how we wanted to be perceived (and how we perceived ourselves), outlets like Facebook enable us to do this far more easily, cheaply and in real-time. These wraps are likely seen, from a marketing perspective, as the bridge between the two.

Yet it seems that until car manufacturers really – properly – get their head around the fact that cars themselves are no longer the social avatars of choice for a growing number of young people, we’ll have to put up with window-dressing like the wraps (or the fraught incorporation of Facebook and Twitter apps into in-car entertainment systems: “Hey guys, I’m sat in traffic! LOLZ”).

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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.

There’s a risk that I may depart on some vainglorious romp here, but I figure a little self-indulgence is warranted given that DownsideUpDesign has just kicked over the 10,000 visitor mark.

While I was out in Broken Hill, I had to good fortune to catch up with Mark Charmer at the Movement Design Bureau and, even more fortuitously, Rob Hunter and Amy Johannigman, whose work I had the pleasure of reading as part of the Sue Cischke project back in May.

We ended up having a mind expanding conversation (they come along with pleasing regularity when in Mark’s company), discussing the potential for a highly personal style of social media to help generate really meaningful dialogue around design and sustainability.

It’s dialogue that companies like Ford need to be having yet can’t seem to get started. I have a sneaking suspicion, as do Mark, Amy, Rob and many others, that their reliance on mute personae like Antonella has something to do with it…

While I’ll let Mark and Amy fill you in on the details, I’m honoured by the profile they’ve put together and the concept Mark discusses is something that resonates with me on so many levels. It speaks of a bright future for not only  this DownsideUpDesigner and the others out there like me, but also a more open, responsive and sustainable future for the automotive industry, which I seem to have been destined to be a part of for a while now.

If you’ve got this far, then your the kind of reader I love to have. It’s even better if you leave your thoughts below because without the dialogue we share, DownsideUp is just another tree falling in the woods.

Thanks so much for being a part of the first 10,000. I’m looking forward to many, many more.

[Image: Juliana O'Dean-Smith. "Glamorgan", Manilla, North-Western N.S.W, longer ago than I care to remember]

The other day I wrote a post about my discomfort with the combination of the pervasiveness of social media and the lack of nuance and subtlety provided by text -based communication. I put it that our willingness to be part of a, and share with a, community can overrule our desire to retain control over our personal information and that text can be an inflexible foe when trying to communicate with a deft touch. Bring these two together and you can have  miscommunication with horrifying outcomes. Read the rest of this entry »