Saturday, July 18, 2009

Ford's Persona-lity Driven Design

Ford is using personas to design their latest vehicles. The only thing is they don't use the word "persona" when describing the process. They use personality, personalizing, avatar and character, but not what we all know to be persona based design. Is this intentional because of the controversy around the use of personas? I thought it was odd.

What is not so strange is that Ford is beginning with the user experience, not the technology or industrial design. They are designing cars around specific archetypes of who they want to build it for. It seems like it is working for Ford. The Fiesta, which is what the persona above was used for in its design, is the best-selling car in Europe over the first half of 2009.

Here is the story from the New York Times: http://www.nytimes.com/2009/07/19/automobiles/19design.html

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