La técnica de definir “personas” ha servido para que Ford pudiera crear un modelo de coches adaptado a las aspiraciones y emociones de su público objetivo. Han creado un personaje llamado Antonella y un coche adaptado a su estilo de vida. Este coche ha conseguido ser el nº 2 en ventas en Europa en lo que va del año y el nº 1 en ventas de Ford.
“Antonella is the personification of a profile created from demographic research about the Fiesta’s target customer, said Moray Callum, executive director of Ford Americas design.”
“We had done lots of models based on rationality, but now we are recognizing that emotions play a much more dominant role than we ever admitted,” Mr. Yalman said. “In buying a car, you have to fall in love.”
También usaron en video prototyping para entender cómo el personaje utilizaría el coche de sus sueños
“The designers imagined her life in detail in a video, “A Day in the Life of Natasha.” Several human models were screen-tested before one, who looks vaguely like Audrey Hepburn, was chosen to appear in the video. The video was also convenient for explaining the car to the press and public. It shows Natasha using a new generation of computer interface for the car’s information systems.”
http://www.nytimes.com/2009/07/19/automobiles/19design.html?pagewanted=1&ref=automobiles
Before Creating the Car, Ford Designs the Driver
A model depicting Antonella, the imaginary woman who was the guiding personality for the Ford Verve, a design study that was the basis for the new Fiesta. More Photos >
Paola Miani 