6
A collaboration between Toyota, Clemson's Graduate
CU-ICAR program, and Art Center College of Design
Full-scale functioning prototype
Fifth scale clay model
Overview:
The Deep Orange project emulates the top-down vehicle development process utilized in industry from concept development to prototype build and validation, albeit a compressed 18-month time frame with limited resources and budget.
For the sixth iteration of Deep Orange, the goal is to develop a blank-sheet fully functional vehicle concept for the Scion brand targeting the U.S. Gen Z Utility market with Toyota as the primary sponsor.
Contributions:
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Qualitative, Customer-Centered Research
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User-Centered Design
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Storytelling & Development of Use-Case Scenarios
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Trend Analasys & Forecasting
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Exterior Concept Development
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Interior Concpt Development
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Presentations (Digital & Live)
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Business Strategy Development
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Prototyping (Full-Scale)
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Clay Modeling
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Business Planning
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Vehicle Packaging
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Sketchwork & Rendering (visual communication)
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Digital Modeling
Skills Utilized:
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Lead exterior designer and strategist for concept / prototype vehicle to be revealed in 2016.
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Generated research tools to discern Gen Z values and align them with concept development and future trends.
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Collaborated with a team of 18 graduate-level Clemson engineering students and one grad student from Art Center to integrate vehicle packaging with user experience scenarios and design features.
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Built scale models and a full-scale buck to generate user interaction and testing of vehicle concepts.
Press Links:
Process
Primary and secondary research seeking insight into the ultimate vehicle tailored for Gen Z
Generation Z & Toyota Key Insights:
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Reliability is hardly a consideration, -it is an expectation.
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In a world of increasing connectivity with others, the balance of self identity within the crowd augments and increases.
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People want to be unique within the mainstream.
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Toyota is mainstream
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Key trend toward lowering consumption, replacing consumables with longer-lasting objects that carry sentimental value.
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Objects become sentimental through experiences
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Authentic experiences with product and use of authentic materials is key
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Focus upon products and materials that are built to patina well
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Capture Gen Z entrepreneurial spirit
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People need a facilitated avenue to be creative (i.e. iPhone cases, Social media and Kickstarter digital platforms, white Vans shoes, laptop sleeves, luggage, etc.)
Concept development, fifth scale tape drawings:
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Emphasis on open utility
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Easy open access
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Rear seats slide all the way forward or backward for max cargo or first class rideshare experience
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Configurable storage tracks built into walls and floor
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Supports multimodal scooter / motorbike access for urban dwellers and delivery
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Completely flat floors to enable utility
Configurable floor tracks run full length for easy space configuration:
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Slide front and rear seats where needed
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Easy mount points for gear and equipment
Spaces between tracks enable easy interior customization with a variety of materials:
Sketch Development:
Inspired by Brubaker Box VW Kit Car
Clay Development:
Time to peel the masking lines!
Completed fifth scale model
Accurate scale figure silhouettes
Swappable accordion top not only makes access easy,
it also makes a BOLD statement.
-Translucent color illuminates the interior ambiance:
Scanning for digital modeling:
Design for production:
Collaborated with team of 18 Clemson University Graduate Automotive Engineers under the direction of Paul Venhovens to bring the concept to a fully functioning prototype capable of meeting NHTSA crash test ratings, performance and production requirements.
Full scale buck development:
Car parts, 8020 Aluminum and CAD (Cardboard-Aided-Design)
Ergonomic testing
Benchmarking closest vehicle for exterior dimensions, ergonomics, visibility, etc.
Extensive development between Body in White, Powertrain, Exterior, and Interior Teams.
Dyno Testing:
Alias and Solidworks development with updated design requirements:
Handoff to Clemson for fabrication and final prototype:
