Ford Scott
Scott is a virtual friend & assistant, designed as an implementation of a proposed vision for Ford Automotive, to help them appeal more to generation Z.
Brand Strategy
Ford Scott
2018
Group Project
Masters Project
2,5 days / week
10 weeks
Brand Strategy
Ford Scott
2018
Group Project
Masters Project
2,5 days / week
10 weeks
Case Description
As part of the course Designing Strategic Products, we were tasked with a case study for Ford, the car manufacturer. The challenge was to design a strategy to make them more appealing for the next generation. They wanted to be more interesting to Generation Z.
About the process
Overview of the insights gathered from online trend research.
We found that the general consensus amongst trend watchers is that the world is headed towards a higher degree of shared ownership.
But when we spoke to people from this generation during several qualitative interviews, we learned that they actually say they want to have a car of their own.
Therefore, we decided to try and make car sharing more alike to owning a car and to do that, we designed Scott.
Persona based on qualitative data
Scott is a great conversational partner.
Design Solution
Scott is an AI personality that is part of the AI system driving the car. Call it a soul, an actual individual. He’s that friend that always has your back, the middleman to your social life, connecting you both with your friends and other interesting individuals.
This set-up allows Ford to offer cars, or mobility subscriptions, to a group of friends or befriended families, and through that makes car sharing more accessible.
The car is available to anyone in the group, and helps the group get around by managing how everyone gets where they want to go. It can even propose activities in line with the groups’ interests.
Scott as a person is supposed to always be there for you; he’s the guy you need him to be, at any given point in time; fun, reliable and someone who listens. When Scott picks you up, you should feel at home already.
Reach out to Scott like you do with any other friend.
The system offers a shared subscription model to save on individual costs.
When a vehicle in the system is not in use, Scott can run other errands like delivery of packages or groceries, getting itself to a charging station, getting maintenance, advertisement or simply parking itself in places where it doesn’t get in the way of the rest of commute.
As for the users, Scott is a good idea because it allows starters, or people in their twenties, to have an affordable car, which is cheaper to use because they are sharing the costs with a close group of friends.
On top of that, the system will provide a managing AI personality that adds an essential personal layer to the concept, to arrange a smooth sharing experience that avoids problems.
This won’t only be an economic advantage for Ford, but also appeal to all demographics by making a network and experience that is irresistible – something that is personal and integral for one’s’ daily life.
Scott is that reliable friend who makes you feel at home instantly. He even knows your favourites!
About my contribution
I contributed to this project by performing interviews, doing design research and helping develop the product experience vision. My core responsibility was designing the app interface.
Digital Tools used
Adobe Photoshop
Adobe Illustrator
Adobe
XD
Adobe Photoshop
Adobe Illustrator
Adobe
XD
Skills trained
Trend research
Market Research
Graphic Design
Interface Design
Video Shooting
Team-work
Commercial Mattie
To best communicate the message intended with this brand proposal, I shot and edited a brief commercial, to introduce Mattie’s value proposition to the world.
Our final work was rewarded with an 8.0 out of 10.
Want to learn more?
I would love to tell you more about the projects, my involvement or to discuss what we could offer each other.
Don’t hesitate to contact me!
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