The product I am choosing to analyze is the Tesla, electric car.
Using the discovery method, what observations and analysis can be concluded on your product or service? Discovery is the knowledge building phase of the design method (Karjaluoto, 2014). Discovery is an important step in the design method because it allows the designer to immerse themselves in the project, understanding the consumer needs, the market, the company, and all other aspects of their client. Using the discovery method, the first thing I did was find the client (Tesla’s) website. It is clear to see that design is important to Tesla. The website has minimal pages and tabs and focuses mostly on imagery. The site even allows customers to build their own car, which is highly focused on the design form and appearance. On their website, Tesla wrote, “Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric” (Tesla, 2020). From this statement, I can assume that Tesla engineers focused on both form and function when building the Tesla. Using the discovery method, I also find that the typical Tesla customer has an average credit score of 740 and is about 54 years of age (Fortuna, 2019). It is unclear to me if Tesla customers purchase the vehicle mostly in part due to its energy efficiency, or if they purchase the car as a status piece.
What are the key issues? In 2019, the biggest problems reported to Bloomberg were paint issues, panel gaps, scratches, and dents (Matousek, 2019). These are all key elements of the car’s design.
What design direction did your product or service take? It is no secret that the Tesla is the best looking of the electric cars available on the market. The designer of the Tesla, Von Holzhausen, was educated at one of the world’s most prestigious transportation design programs. The direction that the product took is a sleek and sexy design and world-class design competency.
“Von Holzhausen gets to envision the future on its own terms — gorgeous electric cars that will someday be able to drive themselves. The car designer of the coming decades might admire the legends of the profession’s history (and there have been many). But when it comes to crafting a career and a reputation, they will look to Holzhausen.”
The Business Insider, DeBord, 2017
Where has the creative been implemented and evaluate its effectiveness?The creative was implemented from the get-go when Holzhausen signed on as the primary designer of the Tesla. Tesla accomplished the mission of creating a trendsetting vehicle, resetting the consumer’s expectation of what an electric car should look like. It has proved to be effective because Tesla has since expanded their product line and continues to gain consumers.
Where is the trend going? Recently, Tesla launched their most affordable car yet, the Model 3. This not only brings the sleek, recognizable design to a whole other market of consumers, but helps the company accomplish their mission of creating energy efficiency for a more sustainable planet. It seems the possibilities and future are endless for founder, Elon Musk.
What is the intent statement for this product or service?
“Tesla’s mission is to accelerate the world’s transition to sustainable energy.”
Tesla.com
References:
About Tesla: Tesla. (n.d.). Retrieved from https://www.tesla.com/about
About the Author Carolyn Fortuna Carolyn Fortuna. (2019, June 1). What Do We Know About Tesla Owners? Retrieved from https://cleantechnica.com/2019/06/01/what-do-we-know-about-tesla-owners/
DeBord, M. (2017, December 29). The secret to how Tesla gets its cars to look absolutely fantastic. Retrieved from https://www.businessinsider.com/how-tesla-designs-cars-to-look-so-good-2017-11
Matousek, M. (2019, October 29). Tesla is fixing its notorious quality issues, according to nearly 5,000 Model 3 owners. Retrieved from https://www.businessinsider.com/tesla-fixing-quality-issues-nearly-5000-model-3-owners-say-2019-10
Karjaluoto, Eric. Design Method, The: A Philosophy and Process for Functional Visual Communication. [Vault eBooks]. Retrieved from https://www.vaultebooks.com/#/books/9780133438949/
Chloe - History of Communication Design 2019 