Blueprint
Blueprint
Unlocking Experiential Energy of Anticipation
Reimagining human experience from order to delivery of the new vehicle
Blueprint is an adaptive system to design a dynamic repertoire of unique experiences fostering a direct relationship between the expecting owner and their new vehicle.
From: "Ghosting" or reactive panic mode, band-aids, sending swag & "optimization of waiting" through corporate e-mail communication
To: Dynamic system of opportunities to foster one-on-one relationship creation at scale through tangible human experiences
Opportunities:
Start a meaningful relationship from the moment of placing an order.
Unlock the experiential potential of formative moments for every vehicle's unique identity.
Reconnect and translate rich data and meaningful transformation moments from our digital manufacturing process to what they stand for: human emotions and experiences; Unlock the energy of anticipation of a new car owner and, by doing so, turn these moments into building blocks of new relationships!
Create unique experiential currency of a new relationship.
Develop an adaptive system to design a dynamic repertoire of unique experiences fostering the direct relationship between the expecting owner and their new vehicle.
Involving owners and vehicle directly, by inviting unexpected, tangible human experiences, through moments of genuine connection with brand/vehicle DNA, allowing owner to be a witness in formative moments of vehicle early life, and introducing vehicle into owner’s everyday life and existing relationships, creating memories and currency of new relationship.
What if we unlock the experiential potential of formative moments for each vehicle's unique identity?
Our data-driven manufacturing process is comprised of tangible and intangible layers. Data flows include transformative moments for hardware and software, but also manifestations of brand and vehicle identity - meaning transformation flows and moments when the meaning of brand DNA transforms into material form - moments when the particular system of components become a distinctive part of Mustang or a Lincoln, making our vehicles more than a mechanical sum of their parts.
So What if we turn selected moments of this system inside out, unlock their emotional potential, and foster one-on-one relationship creation at scale?
What if we Reconnect these rich data and meaningful transformation moments with what they stand for, human emotions of excitement and anticipation of a new car owner?
To do this as an intentional and transformative experience system, we propose bringing together a new type of “multilingual” team to develop new experiences. We call it
Experience Energy Studio:
Their job is to unlock the experiential energy of these meaning and data transformation moments. Experience Designers, Data Scientists, Experience Narrativists, ... working together, translating, imagining, prototyping, modeling, programming, and designing repertoire of ...
Experiential Digital Twin:
An experience prototyping platform bringing the tangible and intangible brand and product essence together to develop new experiences and moments of genuine human connection ... opening new forms of access and participation in this one-on-one relationship creation at scale.
Order Placing —> Relationships Begins:
When you place the order, the relationship begins, and “like a family,” you gain special access to formative moments for your vehicle’s identity.
Every aspect of the experience has “digital plus,” is “alive,” and is “always-on”: Responsive system, live “data flows.” Not a passive configurator.
Order Placing
With colorful Lego blocks on her sofa, Ani holds the fabric swatch in her hand and places an order for her new car with excitement and confidence in her selection.
When you place the order, you gain special access to formative moments of your vehicle’s unique identity. New, direct forms of relationship between you and your new vehicle begin.
Browsing the Line
With her new, special access, Ani is invited to browse digital representation of an assembly line.
She can see vehicles as they "come on-line" and are being digitally/assembled through the visual representation of Ford's manufacturing process.
She can see the vehicle's destinations.
She can see "signature configurations."
This is a unique experience, and in the near future, possibility to choose from available vehicles, "skipping ahead" and further shortening the time to delivery.
Keeping in Touch
When placing the order for her vehicle, Ani receives an update and gains special access to how her vehicle comes to life and becomes uniquely hers.
At any given moment, Ani can check the progress of her vehicle's creation status.
A live timer is counting down from 100080 minutes to delivery of her vehicle, with % of progress.
She is starting to feel connected to her new car.
First Words
Via the text message, Ani receives a sound file with her vehicle’s “first words” - her car’s engine first revs from a testing rig.
The sound puts a big smile on her face. Engine revs sound reminds her of a song she liked in high school. Freckles, her cat, is cautiously undeclared.
She can’t wait to share the sound with her friends.
Given Name
Ani learns that she can now name her vehicle. Her previous car had a name, but this new one feels different.
The name will be stored in the vehicle’s central unit and can be displayed on the HMI and in Ford Pass app.
She partially crowdsources the naming process with her best friends and, after some deliberations, is very happy with her choice.
Get to Know Each Other
Prompted by a secure link, Ani can let her “smart home talk to the vehicle software” and “harmonize,” pre-programming each other to integrate with her everyday routines and environments.
Her home and her new car are getting smarter together. Alexa gets involved, making Siri and Freckles jealous.
Her new car software learns the garage opener codes, and garage lights blink, confirming this “digital handshake.”
Her home is getting ready to welcome her new car.
Heartbeat Fusion
This experience is about the owner and vehicle co-creating something shared and personal; it's about the moment when the owner and vehicle become one.
Mixing a sample of the owner's heartbeat and engine rev into one new beat pattern creates a unique signature sound that could be the vehicle's welcome chime.
Via her Apple watch haptic engine Ani shares the sound of her heartbeat to be "embedded" into the vehicle's sound signature. This sound wave becomes fused into a digital performance curve and welcome engine sound sequence /sonic greeting/ of her vehicle's unique sound signature. The future OTA could also enable the "heartbeat ignition" of her car.
Through the headphones, Ani listens to the digital engine rhythm syncing up with her elevated running heartbeat in a unique, connected moment.
Point of View
When the final assembly time arrives, Ani can see the vehicle as it is being assembled via specially placed cameras in the factory. She can also see a feed from cameras of vehicles that are directly near her vehicle.
Ani can start "seeing the world" through her connected vehicle's various faculties, sensors, and systems.
She can start "seeing" the world from the POV of her new car; through its cameras and sensors, she experiences a sense of connection with her unique vehicle.
Ani shares these short videos of special moments with family and friends.
First Steps
In this video feed, Ani can experience a moment when her vehicle rolls from the assembly line and heads into a holding spot.
This and other formative moments are automatically recorded and can be experienced as life feed and memory and shareable memory.
She can see these first yards of the vehicle being driven. She can see data displaying the first digit counting of her vehicle’s odometer.
Ani can’t wait to share these exciting moments with her friends.
Delivery
The delivery day arrived.
Ani can hardly hold back her joy as she sits inside her new car for the first time.
As she presses the ignition button, with the car systems coming on-line and the sound of the starting engine, she hears the sound of her heartbeat through the sound system - just for a moment - as it gently fuses with the rhythm of her car’s engine.
With a big smile, she notices the vehicle’s given name: “Totoro,” playfully displayed on the central screen.
She drives off with a big smile on her face.
These are only a tiny SAMPLE of experiences to test the Blueprint system. Through collaboration with the brand teams and experience designers, we could generate a more extensive repertoire of these experiences that will celebrate formative moments in relationship with your car. These experiences will be strongly informed by vehicle/brand DNA, bringing intangible and tangible dimensions together.