Monday, Jan 12
Filiz Garip, Changing Dynamics of Mexico-U.S. Migration
a PSC Research Project [ARCHIVE DISPLAY]
Investigator: Sarah Burgard
Develop customer engagement framework to guide development of customer driven driver information displays and HMI strategies for upcoming battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs). This project is modeled on the project that led the development of Smart Gauge with Eco Guide (recently introduced on the 2010 Fusion Hybrid), will provide the "voice of the customer" to guide the development of the driver information and HMI strategy for BEVs and PHEVs. The benefits of this projet will primarily be qualitative, in the form of enhanced customer satisfaction and positive media coverage. The customer will benefit because they will be able to use their vehicles more effeciently. Smart Gauge with Eco Guide is expected to raise customer expectations regarding how their vehicles communicate, what information is provided, and even the nature of the owner-vehicle relationship. Ford has made this type of innovation integral to its strategies for batery electric vehicles, plug-in hybrid electric vehicles, and hybrid electric vehicles. The process used to develop Smart Gauge with Eco Guide involved a cross-functional team applying ethnographic research methods to develop a customer engagement framework that guided subsequent driver information and HMI strategies. Ethnographic research specifically on battery electric vehicle customers and plug-in hybrid vehicle customers is required to develop specific customer engagement frameworks for BEVs and PHEVs. Such research requires the development of appropriate questionnaires followed by direct interviews, both of which will require guidance from someone trained to observe people and draw conclusions.
|Funding:||Ford Motor Company|
Funding Period: 03/19/2009 to 05/31/2009
Country of Focus: USA
This PSC Archive record is displayed for historical reference.