{"id":754,"date":"2009-06-22T06:41:23","date_gmt":"2009-06-22T13:41:23","guid":{"rendered":"http:\/\/jrms.pktweb.com\/?p=754"},"modified":"2009-12-14T04:29:39","modified_gmt":"2009-12-14T11:29:39","slug":"case-study-4-twingo-2015-a-community-car-concept","status":"publish","type":"post","link":"http:\/\/jrms.pktweb.com\/?p=754","title":{"rendered":"Case study 4: Twingo 2015 a community car concept"},"content":{"rendered":"

\"Cabezote_final\"<\/a><\/p>\n

Client: Renault<\/strong><\/a> (Academic Project)
\nDesign & Engineering team: Mejia J.R.<\/strong> (Strategic\/Industrial design), & Kooistra M.<\/strong> (Industrial\/Engineering design)
\nProject date & place: 2007 The Netherlands.<\/strong>
\nKey words: Mobility, Car design, Strategic Design, New Product Development.<\/strong>
\nMethods used: Vision in Product design, Future scenarios, Personas, Product deconstruction, Brainstorming,<\/strong> and Interaction design.<\/strong><\/p>\n

PROJECT OVERVIEW<\/strong><\/p>\n

The Renault Twingo<\/a> is a city car built by French automaker Renault, first presented at the Paris Motor Show in September 1992 and sold in continental European markets from 1993. The second generation Twingo was launched in Summer 2007.\u00a0After several analysis the team had concluded that the new Twingo 2007 is not coherent with the company brand, in two different levels; the Twingo 2007\u00a0brand identity<\/strong><\/em> (internally – how you want the consumer to perceive its product or its brand – e.g. coherence within its portfolio) and its brand image<\/strong><\/em> (externally –\u00a0the perception of your product or your brand by the consumer); and because its “raison d’\u00eatre” changed without any reasonable justification.<\/em> Twingo 2007 is not anymore a fun and active car. After that analysis the basic\u00a0assignment\u00a0consisted in design a new model of Twingo trying to bridge the gap between the brand image and the brand identity.<\/span><\/em><\/p>\n

PROCESS AND GENERAL APPROACH<\/strong><\/p>\n

\"Poster_V05.ai\"<\/a><\/span><\/em><\/p>\n

A set of two basic steps (product deconstruction and product design) was completed following a novel approach from the\u00a0TUDelf<\/a> called\u00a0Vision in Product Design<\/a>.<\/p>\n

Deconstruction (product level)\u00a0The first step of deconstruction phase of the ViP process is analysis at the product level. The analysis was done by finding all underlying factors that result in the product (Lloyd, Hekker, & van Dijk, 2006). The team began the process by first understanding all the quantitative and qualitative value of the product itself.\u00a0A set of tools that provide information about the context (business environment and user context) and the product itself (its characteristics, features, and its interaction between user and product) was used during the product deconstruction.<\/span><\/em><\/p>\n

\"Poster_V05.ai\"<\/a><\/span><\/em><\/p>\n

Based on the product deconstruction of the interior and exterior of the Renault Twingo 2007 the team started the design phase. This step had included the\u00a0definition of the domain<\/em> and\u00a0context factors<\/em>, the\u00a0vision<\/em>,\u00a0mission<\/em>, and the\u00a0future interaction<\/em>. Based on the previous information was possible to define the\u00a0character of the car<\/em> (its leitmotif)\u00a0and then design the vehicle itself.\u00a0Herewith a short list of the analysis and results.<\/p>\n

Domain<\/em><\/p>\n

The car is part of the domain of young starters with a medium income that live or work in the city.<\/span><\/em><\/p><\/blockquote>\n

Context factors<\/em><\/p>\n