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Old 06-02-2011, 01:43 AM   #1 (permalink)
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Default MyFord Mobile Development with IDEO

IDEO is the design company that worked with Ford on the MyFord Mobile App. They have a nice post about that process here:

Part of their process is interview/observe end users, in this case BEV. Here is what the gleaned from that process. Anyone who has operated a BEV will be nodding there head knowingly.

"Assure: Owners experience “range anxiety” and need to be continually reassured their car and battery are okay, and they can get where they want to go."

"Affirm: Owners have strong motivations for buying an electric car such as its environmental impact, the low cost of driving, and/or the appeal of new technology, and want affirmation that their cars are fulfilling these goals."

And three secondary needs were identified:

1. desire to optimize efficiency through cost or energy savings
2. want to have a positive environmental impact
3. want to push the limit of the EV range.

Sounds like the have a good grasp the problem. Look forward to seeing how they dealt with all of that.

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