Designers talking to customers in cars


“Of course it is important, but we don’t have the time” our client told us about designers meeting real customers.

“Yes you do” we said; “give us half a day and they will meet your customers — even hang out in your cars with them”.

Research and Outputs:

Recruiting representative customers who were also good at engaging with cars and design, and at communicating. Then arranging several lightly facilitated sessions including: ‘face-to-face pre-conceptions download’, ‘in-car intelligibility, wins and pain-points’, and ‘co-create interior colour and trim’. With some hand-holding, and recording to capture the biggest take-aways, we delivered exactly what the client thought they could never do; getting their design team to walk in their customers’ shoes.