I honestly do not have much experience with the design process as this is my first year in the business school. Between this class and creative problem solving, I am learning a lot especially about the design process. We started this week with honing on personas and our HMW statements.
Our persona was ultimately in my opinion a really great idea and aligned with Ford. Originally, we were struggling a little putting together everyone’s different ideas. The biggest concern for us was the age range we were trying to attract. The F-150 although is definitely a man’s truck, has a hefty price tag starting around $40,000, and that is before you add all of the extra upgrades and features that makes the truck. We had to realize that most people in the 20-30 age range were not going to be able to afford a truck like that straight out of college or trade school. We really wanted to focus on the younger market but realized that the Ford F-150 wasn’t necessarily the target audience of the younger population. Once that idea went downhill, we had to really think and focus on what type of truck it is and who we really think is buying it. Once we sat with that thought for a while, we were able to agree on our persona of Lone Star Luke. Lone Star Luke is around 40 years old with three children under 10. We wanted to give him some age to feel established. We also made his occupation out to be a plumber due to the fact that he works a very blue collar job and its hands on activity requires a functional vehicle to fit his lifestyle. His wife also works and his family is in the upper middle class, making a good living, enough to be able to afford something like an F-150. We also really wanted to show the F-150’s versatility as Lone Star Luke uses the truck also to do activities like fishing, boating, and biking with his children. The space of the F-150 allows him to use his truck for working and enjoying outdoors with his children.
Our HMW statement process was easy in the beginning as everyone agreed on food=waste to start off with as our living principle. We were each tasked to write our own HWW statements on the white board in order to see common similarities and or differences between each other’s ideas. This was the first time I ever did HMW statements, so it was definitely a new experience. At first, I was nervous to write and put mine on the board because I was so afraid of my statement being “wrong”. But what I quickly realized was that there is no right or wrong statements for HMW as long as we are connecting our living principle with the idea from our HMW. The two HMW we came up with were….
- HMW give consumers the opportunity to participate in vehicular waste reduction?
- HMW employ sustainability to enhance vehicular modularity?
Our two HMW statements really focus on our connection between sustainability and enhancing vehicular modularity. Although that is still a broad connection, we think that it is a good start for moving forward in the innovation process.
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