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etrans – Facilitating Cars for the Future

– A research driven design project or a design driven research project? Anne Flemmert – Head of etrans Research Mette Mikkelsen – Head of the etrans Programme Poul Rind Christensen – Head of Research INTRODUCTION Kolding School of Design has given priority to what we label ‘Development Driven Research’. What we mean to say – and exemplify in this contribution – is that a main stream trajectory in research is to view design and development as something which should be sourced and driven by research results. In contrast to this linear science push perspective, we view the nexus of research and design activities as much more interactive, in the sense that new knowledge flows from development activities to research as well as the other way. In our case, we are of course preoccupied by the experimentally based knowledge flows from design activities, as well as the flow of applied knowledge from enterprises and the analytical flows from research activities. But we also emphasise how design may facilitate research through design thinking. With this article we intend to illustrate how design based development activities and research based analyses go hand in hand and enrich each other. This is done based on the development and research project currently undertaken by Kolding School of Design in conjunction with a number of business stakeholders. The project is called “etrans”. BACKGROUND The quest for lowering the CO2 emissions in Denmark has naturally involved a debate of establishing sustainable transportation. Arguments of what, where, and how are most often concerned with what kind of technology, type of economy, including taxation measures, we must establish in order to change the infrastructure in a positive way. At this point, the debate follows a traditional old-school track of business development. User perspectives are not at all present, and emotional, cognitive, symbolic, and lifestyle aspects of transportation are not at all included in the debate. But the fossil car has had more than one hundred years to become deeply ingrained in the daily habits and routines of Danish car users. Therefore, functional factors are far from sufficient when it comes to convincing us to adopt more sustainable ways of acting and moving around in our daily lives. Etrans is a user-driven innovation project. Its aim is to contribute to the popularisation of electric cars and other sustainable transport solutions in Denmark. The project focuses on research as well as art based design work, acknowledging the fact that it is in the tension field between the two domains that interesting and groundbreaking innovations emerge. The empirical research methods applied range from anthropological user studies to visual anthropology, participatory design, and other qualitative methods of analysis. To a certain degree, quantitative user studies, trend analyses, etc. are also included in the research and analysis work. The project consists of a team of researchers and designers working

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together with partners and other collaborating companies on systematically translating user insights into specific design solutions which can alter our way of thinking and using transport. AN ANTHROPOLOGICAL FIELD STUDY – ABOUT THE METHOD For the past decades, anthropological methods have been applied more and more frequently in the area of consumer culture research (e.g. Amould &Wallendorf 1994, Belk & Wallendorf 1988, Belk 1995). Anthropology is also increasingly used as a qualitative method that opens the way for the development and innovation work of businesses and organisations in the acknowledgement that the traditional market analysis has failed to provide the answers needed in a diverse, fluent, fragmented, and constantly changing market (Pant & Alberti, 1997). A successful launch and diffusion of the electric vehicle on the Danish automobile market is dependent on a more in-depth understanding of how the car is included in the everyday lives of Danish car users. Therefore, etrans conducted an anthropological field study among 50 car users in Denmark. The field work was conducted in spring of 2009 and followed by a first round of analysis and business application during a 6-day workshop in June 2009. The data has been coded and analysed further during fall and winter of 2009. The distribution of respondents is illustrated in Figure 1. As it appears, there is a relatively even distribution regarding age, gender, geography, and sector. Do note, however, that it is biased towards users of electric vehicles, representing a total of 20 respondents compared to users of fossil vehicles, representing a total of 30 respondents. This bias is intentional, and due to the fact that we wanted to put extra emphasis on exploring the values, attitudes, and everyday lives of lead users and extreme users in our data. Figure 1: The distribution of respondents across different parameters.

Source: Ulk, Rikke (2009), ”Data Report: Anthropological Field Study in Connection with the etrans Project”, etrans, Kolding School of Design.

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Each of the 50 field visits lasted at least five hours. They were conducted in the period April 7 to May 29 2009. During the visits we tried to blend in with the normal everyday activities of the respondents. This included spending time with them at work, at home, and during transportation. A wide variety of methods and techniques have been utilised in this study, including:

• Participant observation • Semi-structured interviews • Visual anthropology • Guided tours • Shadowing clips • User journals • Prioritisation games • Pictorial card games.

FROM USER INSIGHTS TO MARKET POTENTIALS – DESIGN BASED RESEARCH AND RESEARCH BASED DESIGN Before commencing the anthropological study, it was already articulated, planned, and described, that the insights from the field had to be registered in a form suitable for implementing in a large multidisciplinary team. The following objectives were introduced beforehand:

• Our objective was to incorporate the insights from the anthropological study in an organic, multidisciplinary process in which different professional fields could enrich each other. Therefore, business people, designers, technicians, stakeholders from the political arena, and researchers were invited to participate on equal terms in developing business ideas and perform analyses of car users based on the anthropological insights.

• Our objective was for the design process and the individual designs to be research based while having the design process drive the empirical analysis of the data material.

• Our objective was for the process to be divided into phases. This would ensure that everyone was introduced to the insights from the user-study on equal terms and was able to become familiar with them. We anticipated that in groups of mixed competences we would obtain a wider and more nuanced understanding of how the car applies in the everyday lives of different users; what are the convictions and values of different users towards transport, energy, sustainability, and consumption in general?

• In the second phase of the process we expected to be able to maintain the groups of mixed competences and have them continue to enrich each other. However, some groups concentrated on analysing the data material with the aim of classifying the consumers into types, while others worked with the data material aiming to develop design principles and specific business ideas.

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Photos: Conducting the multidisciplinary workshop. THE DESIGN PROCESS AND DESIGN OUTCOME OF THE WORKSHOP With the anthropological data at hand, we conducted the planned workshop in June 2009; a six-day session with approximately 30 people from the stakeholder companies as well as people with other professional interests in the project. The main purpose was of course to understand and become inspired by the user voices that had been collected by one group of professionals – namely the anthropologists. The challenge was that we wanted to disclose these professional observations in a large group session with the emphasis on multidisciplinary co-operation, i.e. bringing together people from vastly differing backgrounds. At this point we took the position of Richard Buchanan who claims that knowledge from different fields of research stands fragmented and specialised but can be united and translated by the use of design methods. For that reason we asked designers trained in conducting innovation workshops to facilitate the process in which we worked with user journeys, triggers, touch-points, etc. The large group of 30 individuals was divided into smaller, operational teams, each group comprising: • An anthropologist – to ensure that the knowledge from the prior process and methodology in the field work could be identified and brought in where relevant.

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• A representative of the business community, from car dealers to computer specialists, to ensure business skills. • A person with a specialised technical know-how. • A designer. Some groups were also joined by researchers with widely differing specialisations. The anthropologists had prepared eight specially processed user portraits covering differences in gender, age, types of car, motivation, and profile. They were presented with images, video clips, statements, and user journals describing the users’ everyday lives, transport patterns, values, attitudes, and behaviour in connection with themes such as sustainability and transport. The multidisciplinary teams were each given a user profile in the form of material from the field study. Using a large chart as guiding tool, the groups now started delving into the material, and together we had to navigate through to the core points that are central to the user type, the person’s driving patterns, and stakeholders. We tried to visualise the user and the user’s reality through selected key quotations about attitudes and perception of the self personally and in relation to society at large. Based on the fieldwork material, the knowledge we obtained was organised to reflect three different perspectives: the personal/individual perspective, the local environmental/social perspective, and the infrastructure/ societal perspective. The subsequent “user journey” brought us closer to the meaning of the car in a person’s life, and we got a clearer assessment of the barriers, motivation factors, or concrete events that could encourage or discourage the user to drive an electric car. This recognition was processed into opportunities for the development of concepts. Each group made a halfway concluding presentation. We gained an appreciation of the breadth of the problem area with regard to electric cars, but it also became clear how powerful user insights are in this connection. The data material was used copiously in the presentations, with the individual groups returning to the fieldwork material and quoting the user to account for the choices the group had made. It seemed many had the feeling that a new perspective had been acquired, but that the insights did not indicate any particular direction to go in. It became clear what an extensive job it will be to make electric cars a commercial and environmental success, but we also gained an appreciation of the many opportunities there are for making a difference.

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At this point of the workshop, the groups were reorganised in order to use the dynamic set up of the workshop to inspire research. Having worked multidisciplinary for three days, the researchers were asked to form a group in which together – on a scientific basis – they could transform the user voices into research based market opportunities. The starting point of this work was the insights that everybody had obtained by working together – and of course the full base of knowledge of the anthropological data. We will return to this knowledge transition. The remaining participants formed multidisciplinary groups mixing business people with technicians, anthropologists, and designers. At this point the designers of the groups played a key role using their tools of visualising. The task was to work on concept ideations. The facilitator presented some rules and explained the process to the ones who were not familiar with professional idea generation. Examples were given of how to generate ideas based on existing ideas, how to convey visually, keep the focus, and only work on one idea at a time and go for quantity. Methods within prototyping were introduced as a way of quickly articulating ideas physically. We used the making of physical objects, role play, or scenarios to construct examples to clarify the fundamental principles of an idea. The workshop did not conclude with filtration in relation to specific companies, but each group described its innovative insights. The result: “85 good ideas” in a booklet of ideas. These ideas are suitable for concept development closer to a market.

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FROM UNIQUE INDIVIDUALS TO CONSUMER TYPOLOGIES Anthropology is characterised by the working with unique individuals and trying to understand their deeper values and attitudes. Our challenge was to convert the generated individual insights into broader market opportunities. Thus, our question was: How do we go from insights into the lifestyles and personalities of a number of unique consumers to a consolidated prospect outlining potential markets and relevant overall market insights? During the workshop we dived into the data material and – in a workshop atmosphere – started creating different categories based on how motorists talk about their values and attitudes when it comes to cars, transportation, energy, sustainability, and green and ‘grey’ consumption in general. These insights and categories were then coupled with insights concerning the actual products and services that the consumers surrounded themselves with, as well as the patterns of their everyday lives and lifestyles. The categorisations showed that car consumers do not just consume cars; in addition to being a functional instrument bringing people from one place to another thus solving a logistic problem, the car has a significant symbolic meaning to each and every consumer. What is more, it is this symbolism which is the key driver of car consumption (see also Kurani, Turrentine & Heffner 2006 on how the symbolism of advanced vehicles affects consumers' decisions to purchase electric vehicles). In general, car consumers can be placed in a matrix along two dimensions (see Figure 2): One dimension reflects the fact that some consumers most often refer to function and fact when they talk about cars and transportation, while others more frequently refer to feelings and dreams. The second dimension reflects the fact that some car consumers refer more to environmental concerns and ethics – and thus to the sphere of the ‘sacred’ (cf. Belk, Wallendorf, and Sherry, 1989), while others refer to everyday life, fashion, and personal interests – and thus to the sphere of the ‘profane’ (cf. Belk, Wallendorf, and Sherry, 1989).

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A closer analysis and further categorisation showed that these motorists can be divided into seven consumer typologies, depending on the symbolism related to the car, transportation, and consumption in general: The consumer typologies are: 1. The Status Seeker – for whom the car is a status symbol 2. The Pragmatist – for whom the car is a marriage of convenience 3. The Rationalist – for whom the car is a work tool 4. The Design Lover – for whom the car is an aesthetic project 5. The City Bohemian – for whom the car is a trendy rebellion project 6. The Environmentalist – for whom the car is an ethical project 7. The Technology Enthusiast – for whom the car is a hobby. Figure 2 below visualises the seven consumer typologies along the two basic dimensions – emotions and dreams in contrast to the fact and function oriented consumer typologies. The other dimension shows a divide between those users who are attracted by the prospect for society – the sacred users – and those who are attracted by ‘what is in it for me’, i.e. the profane users. Figure 2 – Seven Types of Consumers

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Position on the adoption curve The micro founded analyses of the market for e-car carried out through the anthropological field study was combined with a macro founded analysis of the electric car market. The analysis was inspired by Rogers’ (1962) diffusion of innovations model which shows the diffusion of innovations among different categories of consumers over time. This model, in turn, is related to Vernon’s (1966) product life-cycle model. Rogers claims that all new innovations and ideas are adopted by consumers according to a particular pattern: • Innovators → approx. 2.5% of the relevant market • Early Adopters → approx. 13.5% of the relevant market • Early Majority → approx. 34% of the relevant market • Late Majority → approx. 34% of the relevant market • Laggards → approx. 16% of the relevant market. Empirical evidence produced over the years shows that although the basic proportions of the diffusion model are still valid in some cases, huge varieties can be observed among new products and services introduced to the market. For some products and services lead-times are very short, while for others they are extremely long and not easy to anticipate. Also, the geographical pattern of diffusion may vary tremendously. In some cases, new products diffuse in a neighbourhood like fashion – as waves from the situ of introduction. In other cases, diffusion follows an urban hierarchy pattern from largest to smallest urban areas. Some products may have a very short introductory period before they hit the mass market; others have a long lead-time. Many products and services are currently designed to be “niche-oriented” and thus never hit a mass market – except by “accident” as in the case of e.g. Facebook. Nonetheless, in our opinion, the curve is suitable for describing the attempt to introduce a brand-new technological platform to the car market. Firstly, because the intention of the electric car is precisely to break into the mass market, and secondly, because the car market is an extremely conservative market in which producers, dealers, legislators – and many consumers – think and act more traditionally than they do in other product and service areas. A consumer’s willingness and ability to adopt an innovation depends on his or her attentiveness, interest, evaluation, and opportunity to try out the innovation. Depending on the product category, the same consumer may be found at different points on the adoption curve. For example, the same consumer could be designated an ‘Early Adopter’ in the fashion or food category, but a ‘Laggard’ when it comes to cars or new technology. In order to illustrate the interpretations and analyses performed, one of the user typology analysis is presented and positioned on the adoption curve presented below in Figure 3. A ‘Status Seeker’ is only prepared to buy an electric car if it no longer constitutes a social risk. According to ‘Status Seekers’ the electric cars on today’s market (including those due to be launched on the market in 2010 and 2011) are too small, too plastic-looking, too feminine, and too organic in their styling. At the same time, the ‘Status Seeker’s’ mental image of – and emotional relationship with – the car is especially influenced by aspects such as engine noise, speed and acceleration, horse power and chrome, as well as

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enjoyment of the aesthetics of the engine compartment. With the exception of its acceleration capacity, the electric car cannot match a fuel car on these counts. Thus, buying an electric car in the early stages of the adoption cycle would be perceived as a fundamental loss of everything that a ‘Status Seeker’ associates with the enjoyment of driving. To present a realistic alternative, the electric car would have to come to a stage where it is perceived as adding value – not removing value – for a ‘Status Seeker’. The implication is that the market for e-cars needs to offer a new kind of material pleasure matching or exceeding the material pleasure associated with fuel cars. Also, it would have to be provided by recognised, well-established brands such as Mercedes, BMW, Audi, etc. In spite of what EV (electric vehicle) enthusiasts say, it will take a few years before any such solutions are launched on the mass market. Therefore, a ‘Status Seeker’ has to be defined as a ‘Laggard’ when it comes to adopting the electric car. Based on similar analyses, the total range of user types is displayed along the adoption curve below. Figure 3 – E-car user types positioned along the diffusion of innovations curve. ‘Status Seeker’ highlighted.

Ref.: Report One, etrans, 2009, page 28. ONE CONSUMER – MANY VOICES The consumer typology described above may give the impression that the market for car consumption can be segmented into clear-cut and well-defined consumer categories. This, however, is not the case! Our analyses clearly show that the same consumer can be driven by different voices (i.e. the moralist voice, the pragmatic voice, the aesthetic voice, etc.) depending on context and time.

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Thus, present perspectives on the contemporary consumer as a schizophrenic chaos pilot dominated by many different – and indeed sometimes contradictory – voices (cf. Halkier 1999, Schultze 1997, Gergen 2006) is also evident in the present data material. Our analyses show that consumers do indeed float between a sense of duty and moral on the one hand, and a wide variety of everyday earthly interests and desires on the other – and what is more important: This schizophrenia is not only evident in their actual consumer choices, but also in their personal and social repertoires – or the way they write themselves into the world through narratives. To be successful on today’s consumer market, businesses have to meet the challenge of trying to combine different voices of the market place in new and intriguing ways (cf. Sørensen & Jensen 2010). During the 6-day workshop we worked at creating this picture of consumers potentially being driven by many different voices, and we worked at combining different voices in the prototypes and business ideas that came out of the workshop. CHALLENGES AND OPPORTUNITIES We have found that the research based analyses can be used as a platform for knowledge extension. We introduce this platform leaning on design oriented techniques which handle the relationship between problem and solution “in the open”. But this way of working is not at all a bed of roses. It is filled with paradoxes. The open mind-set meets resistance and impatience from our stakeholders from business life, who want to come to conclusions at an earlier stage. Another obvious challenge is that we observe that the process is influenced by the mental relative strength between the people present in a room. The very inclusive nature of the process, however, has had the positive side effect that our stakeholders take ownership of the innovation process. We and they meet on an established platform where user voices are the basis for all development, but where the innovation process is deeply dependent on the skilled and personal contribution from all participants. The challenges just mentioned, do not make this circular process any easier than working with a traditional, linear business model – on the contrary. The end result, though, is so much more interesting, and it is our hope and distinct belief that the business innovations that emerge prove to be much more successful. In that sense, this user-driven innovation project is also driven by belief: We firmly believe that integrating the voices of users will result in solutions that are more meaningful to users.

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CONCLUSION A research driven design project or a design driven research project? Most researchers have adopted Popper’s (2002) view that good studies are theory-driven and proceed from the development of falsifiable hypothesis to empirical test of their validity. In this deductive perspective, empirical studies are ultimately ‘reduced’ to test materials driving theory development forward. Development activities are seen as an outcome of research. However, for example the Carnegy School (Simon, 1978 and Nelson and Winter, 1982) advocates an inductive process beginning with observations of empirical regularities followed by the development and testing of appreciative theory. In this inductive view, research, development, and design activities are much more intertwined in mutual knowledge generating circles. In etrans we insist on developing with rather than developing for (cf. Pralahad & Ramaswamy, 2004). As illustrated in figure 4 below, the multidisciplinary teams of the workshop consisted of designers and researchers as well as business people, and the outcome was a product of mutual negotiation, inspiration, and knowledge generation rather than of a linear business model approach. Figure 4: The design process as a mutual meaning making process. In those parts of design research which aim to gain an improved understanding of design processes and aim to develop new theories that open up for new concepts and practices in design, development-driven research similar to that of the Carnegy School seems much more prosperous for breaking new ground for theoretical knowledge and also ensuring relevance to users outside the narrow circles of the research community.

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The etrans project is a fine example of this. However, the relationship between research and design methods is not a straightforward ‘either or’ relationship which this paper also attempts to illustrate. What questions did the design project present to research so far? • To what extend are users driving innovation (and designs)? • Who are the interpreters of user based information? What drives interpreter

perspectives, and how do they gain position as dominant interpreters? What is the role of the design team at different stages of the design and development project?

• How can design processes be organised in projects with a multitude of stakeholders? • How can specific technologies be searched and developed in support of proposed

design solutions? • How can initial user studies and models be transformed into innovation processes and

sessions with stakeholders and outsiders? • How to avoid the risk of design solutions following established business trajectories at

the expense of new market creations?

During the workshop, we tested a methodology in which many different specialist profiles contributed to expounding user insight in a pre-designed process. Based on feedback from participants, our project team has come to the conclusion that design can facilitate the process of obtaining user insight, and that design can facilitate a unique meeting place for stakeholders of user-driven innovation to meet and develop meaningful innovations. How did research help solve problems in the design project so far? • Methodologies for anthropological field studies were developed. • Models facilitating a shift from the individual/particular to the population/general level of

analyses. • Awareness of the issue of interpretations and negotiations for design user centred

solutions. • The ambiguity attached to the role of the design team. • Implementation issues, including inertia, in the travel from initial design. In addition, design-driven research has a much stronger potential for engaging a broad range of stakeholders as well as ‘ordinary’ people in research, for the simple reason that stakeholders and ordinary people take much more interest in developmental aspects in etrans than in abstract research questions. But the participation in development processes is an eye-opener to the need for new knowledge and concepts; and this knowledge is very likely to be gained through research methods. How did research and design inspire businesses? As mentioned, 85 business ideas were developed during the workshop, and a number of the business partners have already incorporated the ideas into their own innovation work. The 7 consumer voices presented above have been supplied with 6 design principles each

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allowing business to target products, service, and communication at different consumer voices. Last but not least, businesses have gained insight into the value of subscribing to user insights and strategic design processes as the guide to innovation. When we look across our research results and development work, we find that some absolutely basic conditions need to be addressed in order to create a sustainable market for electric cars. These are:

• The EV needs more X-factor, meaning that the image of the electric vehicle must be sufficiently transformed to meet the contemporary life themes, values, and projects of a larger proportion of Danish car consumers. Design as well as communication is important here. But new urban consumer groups can also participate in creating a trickle-up and trickle-across effect.

• A sufficiently wide selection of different types of vehicles and transport solutions must be launched in order to accommodate the enormous diversity of the consumer market.

• An infrastructure that fully supports the everyday use of the EV; including intelligent

charging, rescuing services, insurance, and repairs.

• The overall economy in terms of both purchase and maintenance must be improved considerably in order to fuel adoption.

When it comes to aspects of technology and design, electric cars need to offer solutions, which users regard as more innovative than existing fuel cars and thus represent added value. Finally, the user survey shows that user attitudes need to be worked on persistently in order to persuade the ordinary consumer that it makes sense to switch to an electric car. This implies arranging events where consumers are able to test-drive the car, building communities where consumers can enter into a dialogue together and participate in forming attitudes and circulating anecdotes, and last but not least more traditional media coverage and communication. The introduction of the electric car can become a market success, notably because it is capable of helping solve a number of environmental and energy-related problems. The more these macro problems turn into reality, the shorter the lead-times in diffusion. But these visions, based on overall society preferences and collective attributes, need to be transformed into individualised preferences addressing potential consumers.

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