motorcyles and the art of product design - idsa/icsid connecting07 conference presentation
TRANSCRIPT
Motorcycles and the Art of Product Design
Akshay Sharma, Virginia TechShimon Shmueli, Touch360
© Aprilia
CONNECTING’07 World Design Congress
Why should wecare about motorcycles?
Death rates are 15-30 times higher than cars
They are noisy
They come with an attitude
Motorcycles attract wide range of attitudes, cultures, and interactions
www.advrider.com
www.advrider.com
www.advrider.com
www.hells-angels.com
Michaux & Perreaux, 1868
19 mph
Steam engine mounted on a bicycle
The motorcycles is a (relatively) primal vehicle
Motorcycles enable intense experiences
speed = 8x
energy = 64x
E=mV2
Could the fun/thrill/experience be 64 times amplified even at 75 mph?
Most of us can relate to the motorcycle experience:- Self confidence- Motor skills- Social connections- Fun
Motorcycles facilitate and enable strong attachments
…so w
hat?
www.advrider.com
Art Humans
Enablers & Constrains
design
expression, aesthetics,
engineering
technology, economy,
environment
Need
s, w
ants
,
com
mun
ity,
ergo
nom
ics
How we define design
riderThe motorcycle is the mediator/facilitator/enabler between the rider and his/her experiences
www.advrider.com
experience:relationships© Triumph
experience:stimulus
© BMW
experience:community
© Harley-Davidson
experience:(em)power*
Women is the fastest growing segment. Women are moving from a passenger position, metaphorically and figuratively, to a rider position.
*
experience:environments
© KTM
experience:bonding
© Harley-Davidson
experience:sexy
Sexy has been around even in 1951!
experience:(all) senses
experience
motorcycle
rider
InvolvementThe emotional and physical connection between the rider and the motorcycle
The Rider is a Fully Stressed Member of the Equation.
experience
motorcycle
riderphysicalinterface
experience
motorcycle
rider
cont
rol
feed
back
The interface is where the conversation between the rider and motorcycle happens
motorcycle
Thin Physical Interface• tight coupling• high sensitivity• clear and strong feedback• less forgiving
rider
© Aprilia
© Ducati
Thin
Thic
k
© Harley-Davidson
Thin
Thic
k
© Wired
experience
motorcycle
riderphysicalinterface
emotionalinterface
experience
motorcycle
rider
“He talks to his motorcycle every time he passes by”
The conversation is also an emotional exchange, at least in the mind of the rider (but some say also in the mind of the motorcycle or its designer)
motorcycle
Thin Emotional Interface• mutual awareness• respect• shared destiny• self-expression
rider
© Aprilia
© Orange County Choppers
The motorcycle reflects the rider’s personality, desires, emotions.
© Orange County Choppers
© Orange County Choppers
The motorcycle reflects more than who the rider is. It is also who he/she wants to be.
© Orange County Choppers
the function drives the aesthetics
© Ducati
the function is the aesthetics
© Buell
Look in the eyes of the motorcycle
© Triumph
…it has a personality.
something that only a moter could love - Steven Spielberg
Design something that only a mother could love - Steven Spielberg
© TVS Motor Company
experience
motorcycle
rider
Immediate presence of an object of knowledge to the mind, without any distortions, inferences, or interpretations, and without involvement of any intermediate agencies.Source: Random House Unabridged Dictionary, © Random House, Inc. 2006.
Immediacy
experience
motorcycle
rider
High level of involvement between the rider and the motorcycle enables stronger immediacy
Involvement > Immediacy
High level of involvement between the rider and the motorcycles enable stronger immediacy which in turn enables stronger (better) experiences
physical/emotional
presentation
mouse
me
Invo
lvem
ent
imm
edia
cy
physical/emotional
experience
internet
Him/her
Invo
lvem
ent
imm
edia
cy
physical
environment, stimulus,…
product
user
emotional
community, self-expression
product
user
Invo
lvem
ent
imm
edia
cy
thank youشكرا致谢mercidankegrazieありがとう감사합니다obrigadocпасибоagradece ּתֹוָדה
Picture © BRP Can-Am Spyder
Shimon Shmueli, Touch360, Partner …………………[email protected] Sharma, Virginia Tech, Assistant Prof………[email protected]
This presentation can be downloaded at www.slideshare.net/touch360