Problem

Our team was tasked with conducting a series of investigations to better understand the design process and decision-making factors that contribute to effective designs for the Aston Martin brand. We also aimed to explore the diverse perspectives and preferences of professional designers when it comes to specific design parameters. Finally, we wanted to examine the impact of mid-air haptic technology on brand perception, emotional response, and shape recognition. To accomplish these goals, we needed to engage in direct discussions and interviews with a lead designer, employ a workshop format with professional designers, and conduct a study exploring the use of mid-air haptic technology. However, we faced several challenges in executing these investigations. Firstly, there was limited information available about the design guidelines and principles behind "what makes Aston Martin Aston Martin". Secondly, it was challenging to identify key parameters that significantly influence design choices due to the diverse perspectives of professional designers. Lastly, there was limited research available on the relationship between mid-air haptics and brand perception/emotional response/shape recognition.

Solution

To overcome these challenges, our team employed several strategies. Firstly, we conducted extensive research on Aston Martin's history and brand identity to gain insights into their design guidelines and principles. Additionally, we engaged in direct discussions and interviews with a lead designer to uncover their decision-making factors. Secondly, we employed a workshop format with professional designers where we engaged in group discussions and exercises to identify key parameters that significantly influence design choices. By doing this, we were able to elucidate the underlying rationale behind these decisions. Lastly, we conducted a study exploring the use of mid-air haptic technology by examining its impact on brand perception/emotional response/shape recognition. We used advanced technology such as virtual reality headsets equipped with haptic feedback devices to simulate user experience.

Impact

Increased understanding of Aston Martin's design guidelines and principles
Identification of key parameters that significantly influence design choices
Insights into the potential benefits and implications of integrating haptic feedback in design

Quote of how incredible of an impact this had.

Team

Team Member #1 - Lead Researcher
- Conducted extensive research on Aston Martin's history and brand identity to gain insights into their design guidelines and principles
- Engaged in direct discussions and interviews with a lead designer to uncover their decision-making factors
Team Member #2 - UX Designer
- Designed and conducted the workshop format with professional designers to identify key parameters that significantly influence design choices
- Led the study exploring the use of mid-air haptic technology by examining its impact on brand perception/emotional response/shape recognition using advanced technology such as virtual reality headsets equipped with haptic feedback devices to simulate user experience.

Aston Martin Design Study: Haptic Tech & Key Parameters