kimba vehicle design
TRANSCRIPT
Designing a Vehicle for the West African Middle Class Comsumer
Master’s Project Presentation April 26, 2012Duane M. RollinsAdvisors: Dr. Jon Colton and Prof. Wayne Li
2KIMBA
Background/ Purpose
Market Research
Concept Testing
Future Work
Overview
3KIMBA
So how did you decide to do this project?
Background
“ “
4KIMBA
- Population 1 billion- 300 million considered middle class (approx. same as China and India)- Infrastructure varies- Usually only have hot and wet season (typical of West Africa)
A quick look at Africa...
5KIMBA
Market Research
6KIMBA
2 MEs 1 ISyE 1 Designer
Market Research Team
BAD ROAD
GOOD ROAD
ECONOMY PRESTIGE
market opportunity
SMART CarTATA Nano
Nissan Sunny
AfriCar
Mobius One
Mini Cooper
Mercedes Benz
Cadalliac Escalade
Ford F-150
Toyota Rav-4
Jeep Wrangler
Vehicle Positioning Chart
7KIMBA
Interviews, IDEO Self Documentation Exercise, and Making Data into Information
IDEO Self Documentation Exercise
Key Activities
BAD ROAD
GOOD ROAD
ECONOMY PRESTIGE
market opportunity
SMART CarTATA Nano
Nissan Sunny
AfriCar
Mobius One
Mini Cooper
Mercedes Benz
Cadalliac Escalade
Ford F-150
Toyota Rav-4
Jeep Wrangler
Vehicle Positioning Chart
8KIMBA
Developed from the key activities and included the major stakeholder groups
Personas
9KIMBA
- 4 person economy vehicle- 154 x 66 x 54 in (LWH) (comparable to a Mini Clubman)
- 80 hp engine, 30 mpg
Kimba Model AKey Features
10KIMBA
Key FeaturesKimba Model A
+ PROS
Model A
- CONS
KiMBA
Flat, wide roof for extra storage
Rear overhang to help keep
Rear door for access to cargo
Overhang to help block sun rays
One side mirror to cut on cost
11KIMBA
Focus Group Individual Interviews
Concept Testing
12KIMBA
Focus Group Insights
0
3
6
9
12
15
SRQPONMLKJIHGFEDCBA
-12
-15
-9
-6
-3
89 Responses15 Participants
Num
ber o
f Res
pons
es46 Pros | 43 Cons
A- Ground ClearanceB- 1 Side MirrorC- Front OverhangD- Flat RoofE- No A/CF- AestheticsG- SafetyH- Bench Interior SeatingI- Removable DoorsJ- Simple Design
K- StorageL- Fuel E�ciencyM- Manuverability N- LightsO- Luggage RetainerP- CompactQ- DurableR- SizeS- FWD
Lengend
13KIMBA
•5 West Africans Interviewed (from Liberia, Ghana, and Nigeria)
•Rated features and gave recommendations for redesign to Kimba Model A
Sex Age Country Look Size UsefulnessAbility to handle road conditions
StoragePassenger Capacity
Price
M 57 Nigeria 70 90 90 90 45 90 85F 20 Ghana 70 70 50 50 30 80 85M 21 Liberia 40 45 67 40 75 75 50M 27 Liberia 60 60 70 45 30 60 48M 25 Liberia 85 70 70 30 60 90 90
Average 30 65 67 69 51 48 79 72
Feature
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 57MSex:
Country: Nigeria22 yrsLength of Stay:
Look 70Ratings Avg.
909090459085
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Seats need to slide back- Backseats should fold- Should have A/C- Add side mirror- Would make a good taxi vehicle
Individual Interview FeatureID Gender Age Country Look Size UsefulnessAbility to handle road conditionsStorage Passenger Capacity Price
1 M 57 Nigeria 70 90 90 90 45 90 85
2 F 20 Ghana 70 70 50 50 30 80 50
3 M 21 Liberia 40 45 67 40 75 75 48
4 M 27 Liberia 60 60 70 45 30 60 90
5 M 25 Liberia 85 70 70 30 60 90 85
Avg. 65 67 69 51 48 79 72
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 20FSex:
Country: Ghana1 yrsLength of Stay:
Look 70Ratings Avg.
705050308050
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Increase ground clearance- Increase storage space (make extendable?)- Make overhang larger (give it some more character)- Add additional side mirror- Design ok for W. Africa, but not her style
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 21MSex:
Country: Liberia1 yrsLength of Stay:
Look 40Ratings Avg.
456740757548
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Increase ground clearance- Add side mirror- Add mud �aps- Add more lighting- Add more curvature
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 27MSex:
Country: Liberia6 yrsLength of Stay:
Look 60Ratings Avg.
707045356090
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Add more functionality to headlights- Make it less boxy- Windshield is too �at- Add better grille pattern- Add fog lights
Age: 25MSex:
Country: Liberia15 yrsLength of Stay:
Look 85Ratings Avg.
707030609085
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- More horsepower- Increase Ground clearance- Strengthen the suspension system- Make headlights bigger or add fog lights- Add curvature to grille
Individual InterviewsRound 1
14KIMBA
Kimba Model B
• Increased ground clearance
• A/C• Addition
of more curvature
• Mud flaps• Air bags• Passenger
side mirror
Key Features
15KIMBA
Individual InterviewsRound 2
•3 West Africans Interviewed (from Ghana and Nigeria)
•Rated features and gave recommendations for redesign of Kimba Model B
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 25MSex:
Country: Ghana2.5 yrsLength of Stay:
Look 65Ratings Avg.
758075857550
72818579907260
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Make grille more dynamic - Work kimba iconography into the design language- Highlight the utility of the vehicle to sell it
Age: 25MSex:
Country: Nigeria15 yrsLength of Stay:
Look 70Ratings Avg.
807575956570
72818579907260
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Middle class will look at aesthetics �rst- Need more horesepower- Minimize amount of parts
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 23FSex:
Country: Ghana18 yrsLength of Stay:
Look 80Ratings Avg.
8710088907560
72818579907260
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Make sure removeable doors are safe- Looks like a commercial vehicle now
Sex Age Country Look Size UsefulnessAbility to handle road conditions
StoragePassenger Capacity
Price
M 25 Nigeria 70 80 75 75 95 65 70M 25 Ghana 65 75 80 75 85 75 50F 23 Ghana 80 87 100 88 90 75 60
Average 24 72 81 85 79 90 72 60
Feature
16KIMBA
Needed a way to visualize the results to search for trends or outliers
Comparing the Data
Look
Size
Usefulness
Ability to handle road conditions
Storage
Passenger Capacity
Price
1
Round 1
Individual Interviews Data
Round 22 3 4 5 Average 6 7 8 Average
17KIMBA
Compared averages of voting in each round
Analyzing the Data
Round 2Round 1Average AverageAverage
Look
Size
Usefulness
Ability to handle road conditions
Storage
Passenger Capacity
Price
%Change
+5%
+15%
+15%
+30%
+40%
-10%
-10%
18KIMBA
KimbaKIMBA
KIMBAKIMBAKIMBA
KIMBAKIMBA
KiMBA
KiMBAKiMBAKiMBA
KiMBAKiMBA
Kimba
KimbaKimba
KimbaKimbaKimba
19KIMBA
The Kimba maintained the same overall dimensions, comparable in size to a Mini Cooper™.
Main Features
20KIMBA
symmetrical and removable doors, roof rack, new grille design, bench seating w/ fold own seats, A/C, hatch back rear, 8.5 inch ground clearance, optional fog lights, suicide doors
Supporting Features
21KIMBA
Future Work
•Design of the interior
•Cost optimizing of sub-systems
•Customer WTPQuestions?
22KIMBA
Pro \ ConSheet
Notes:
The Kimba Vehicle | Duane M. Rollins | Advisor: Dr. Colton | School of Industrial Design | Georgia Tech
+ PROS - CONS
Please describe your first impressions of the vehicle:
Age ___________ Gender ___________
+ PROS
Model A
- CONS
KiMBA
Flat, wide roof for extra storage
Rear overhang to help keep
Rear door for access to cargo
Overhang to help block sun rays
One side mirror to cut on cost
+ PROS
Model A
- CONS
KiMBA
Flat, wide roof for extra storage
Rear overhang to help keep
Rear door for access to cargo
Overhang to help block sun rays
One side mirror to cut on cost
23KIMBA
Survey
The Kimba Vehicle | Duane M. Rollins | Advisor: Dr. Colton | School of Industrial Design | Georgia Tech
Age ___________ Gender ___________
+ PROS
Model A
- CONS
KiMBA
Flat, wide roof for extra storage
Rear overhang to help keep
Rear door for access to cargo
Overhang to help block sun rays
One side mirror to cut on cost
In what country were you born? How long did you live in West Africa?
Did you ever drive a vehicle while in West Africa? If so, what type of vehicle was it?
How would you describe driving in West Africa?
What were the uses for a car in West Africa? (i.e. transporting people, hauling stuff, going to market, etc.)
How is using a vehicle in West Africa different from here?
What features do you think are most important for a vehicle to have in West Africa?
Do you currently drive? If so, what type of vehicle do you drive?
24KIMBA
Designing a Vehicle for the West African Middle Class
Interview Tools
25KIMBA
Designing a Vehicle for the West African Middle Class
Interview Tools
26KIMBA
Kimba Model A Details
27KIMBA
Kimba Model A Details
VehicleSpec Sheet
+ Dimensions (exterior)Wheelbase 75 in (1905 mm)Overall length 154 in (3912 mm)Overall width 66 in (1676 mm)Overall height 54 in (1372 mm)Ground clearance 8.5 in (216 mm)
+ MechanicalEngine
1.3L, inline 4, water-cooled*preferrably carburated80 hp, 30 mpg
DrivetrainTransverelly mid-mounted front engineFront-wheel drive5-speed manual transmission
ExhaustMuffler only
BrakesMechanical drum brakes
Suspension and SteeringCoil springs with dampers (front)Leaf springs with dampers (rear)Rack and pinion steering
ChassisSteel, ladder frameBody panels made of fiberglassfrom wodden molds
DoorsRemoveable (made of fiberglass)Universal steel tube frameManual glass sliding windows(optional)
Wheels and Tires16" x 6.5" 5-lug with wheel winchSheet stamped steel 5-spoke rims205/60/R16 tires
+ SafetyHead lightsBrake lightsSide and rearview mirrorsWindshield wiperSteel bumperSeat beltsWindshield made of automotivesafety glass
+ InteriorInstrument panel
SpeedometerFuel gaugeTemperature gauge
SeatsBench seats (fold down)Vinyl covered foamWooden bottomMetal supports
KIMBA Vehicle Speci�cations
28KIMBA
29KIMBA
Interview Pics
KIMBA
KIMBAKIMBAKIMBA
KIMBAKIMBA
KiMBA
KiMBAKiMBAKiMBA
KiMBAKiMBA
Kimba
KimbaKimba
KimbaKimbaKimba
30KIMBA
Logo Development
31KIMBA
Individual InterviewsRound 1
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 57MSex:
Country: Nigeria22 yrsLength of Stay:
Look 70Ratings Avg.
909090459085
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Seats need to slide back- Backseats should fold- Should have A/C- Add side mirror- Would make a good taxi vehicle
Individual Interview FeatureID Gender Age Country Look Size UsefulnessAbility to handle road conditionsStorage Passenger Capacity Price
1 M 57 Nigeria 70 90 90 90 45 90 85
2 F 20 Ghana 70 70 50 50 30 80 50
3 M 21 Liberia 40 45 67 40 75 75 48
4 M 27 Liberia 60 60 70 45 30 60 90
5 M 25 Liberia 85 70 70 30 60 90 85
Avg. 65 67 69 51 48 79 72
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 20FSex:
Country: Ghana1 yrsLength of Stay:
Look 70Ratings Avg.
705050308050
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Increase ground clearance- Increase storage space (make extendable?)- Make overhang larger (give it some more character)- Add additional side mirror- Design ok for W. Africa, but not her style
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 21MSex:
Country: Liberia1 yrsLength of Stay:
Look 40Ratings Avg.
456740757548
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Increase ground clearance- Add side mirror- Add mud �aps- Add more lighting- Add more curvature
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 27MSex:
Country: Liberia6 yrsLength of Stay:
Look 60Ratings Avg.
707045356090
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Add more functionality to headlights- Make it less boxy- Windshield is too �at- Add better grille pattern- Add fog lights
Age: 25MSex:
Country: Liberia15 yrsLength of Stay:
Look 85Ratings Avg.
707030609085
65676951487972
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- More horsepower- Increase Ground clearance- Strengthen the suspension system- Make headlights bigger or add fog lights- Add curvature to grille
32KIMBA
Individual InterviewsRound 2
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 25MSex:
Country: Ghana2.5 yrsLength of Stay:
Look 65Ratings Avg.
758075857550
72818579907260
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Make grille more dynamic - Work kimba iconography into the design language- Highlight the utility of the vehicle to sell it
Age: 25MSex:
Country: Nigeria15 yrsLength of Stay:
Look 70Ratings Avg.
807575956570
72818579907260
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Middle class will look at aesthetics �rst- Need more horesepower- Minimize amount of parts
20
40
60
80
100
Price
PassengerCapacity
Storage Ability to handleroad conditions
Usefulness
Size
Look
Age: 23FSex:
Country: Ghana18 yrsLength of Stay:
Look 80Ratings Avg.
8710088907560
72818579907260
Features
SizeUsefulnessAbil. to handle StoragePassenger CapacityPrice
Recommendations:- Make sure removeable doors are safe- Looks like a commercial vehicle now
Designing a Vehicle for the West African Middle Class
33KIMBA
Kimba