This was a vehicle designed for the emerging West African middle class consumer group. This project highlights my user research, information design, and concept development skills.

1. Designing a Vehicle for the
West African Middle Class
Comsumer
Master’s Project Presentation
April 26, 2012
Duane M. Rollins
Advisors: Dr. Jon Colton and Prof. Wayne Li

2. Overview Concept Testing
Background/ Purpose
Future Work
Market Research KIMBA 2

3. Background
“ So how did you decide
“
to do this project?
KIMBA 3

4. A quick look
a Africa...
t
- 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)
KIMBA 4

5. Market Research
KIMBA 5

6. Market Research
Team
2 MEs 1 ISyE 1 Designer
KIMBA 6

7. Key Activities
Interviews, IDEO Self Documentation
Exercise, and Making Data into Information
Vehicle Positioning Chart
BAD ROAD
Jeep Wrangler
Mobius One
Ford F-150
market opportunity
AfriCar
IDEO Self Documentation
Exercise
Cadalliac Escalade
Toyota Rav-4
ECONOMY PRESTIGE
Nissan Sunny
Mercedes Benz
SMART Car Mini Cooper
TATA Nano
GOOD ROAD
KIMBA 7

8. Personas
Developed from the key activities and included the
major stakeholder groups
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9. Kimba Model A
Key Features
- 4 person economy vehicle
- 154 x 66 x 54 in (LWH)
(comparable to a Mini Clubman)
- 80 hp engine, 30 mpg
KIMBA 9

10. KiMBA
Kimba Model A
Model A
Key Features
Flat, wide roof for extra
storage
One side mirror to cut Overhang to help Rear overhang to help keep
on cost block sun rays
Rear door for access to
cargo
KIMBA 10

11. Focus Group Individual Interviews
Concept Testing
KIMBA 11

12. Focus Group Insights
15
12 15 Participants
9
89 Responses
46 Pros | 43 Cons
Number of Responses
6
3
0
A B C D E F G H I J K L MN O P Q R S
-3
-6 Lengend
A- Ground Clearance K- Storage
B- 1 Side Mirror L- Fuel Efficiency
-9
C- Front Overhang M- Manuverability
D- Flat Roof N- Lights
E- No A/C O- Luggage Retainer
F- Aesthetics P- Compact
G- Safety Q- Durable
H- Bench Interior Seating R- Size
-12
I- Removable Doors S- FWD
J- Simple Design
-15
KIMBA 12

13. Individual Interviews
Round 1
Look
100
80
Price Size
• 5 West Africans Interviewed (from
60
40
20
Liberia, Ghana, and Nigeria)
Passenger Usefulness P
Capacity
• Rated features and gave Storage Ability to handle
road conditions
recommendations for redesign to Age:
Sex:
57
M
Country:
Length of Stay:
Nigeria
22 yrs
Age:
Sex:
Kimba Model A Features
Look
Size
Ratings
70
90
Avg.
65
67
Featu
Look
Size
Usefulness 90 69 Usef
Feature Abil. to handle 90 51 Abil.
Ability
to
handle
Passenger Storage 45 48 Stora
Sex Age Country Look Size Usefulness Storage Price Passenger Capacity 90 79 Pass
road
conditions
Capacity Price 85 72 Price
M 57 Nigeria 70 90 90 90 45 90 85
Recommendations: Reco
F 20 Ghana 70 70 50 50 30 80 85
- Seats need to slide back - In
M 21 Liberia 40 45 67 40 75 75 50 - Backseats should fold - In
M 27 Liberia 60 60 70 45 30 60 48 - Should have A/C -M
M 25 Liberia 85 70 70 30 60 90 90 - Add side mirror - Ad
- Would make a good taxi vehicle - De
Average 30 65 67 69 51 48 79 72
Individual Interview
ID Gender
KIMBA
Age
13

14. Kimba Model B
Key Features
• Increased
ground
clearance
• A/C
• Addition
of more
curvature
• Mud flaps
• Air bags
• Passenger
side mirror
KIMBA 14

15. Individual Interviews
Round 2
Look Look
Look
100 100
100
• 3 West Africans Interviewed (from
80 80
80
Price Size Price Size
Price Size 60 60
60
40 40
40
20 20
Ghana and Nigeria)
20
Passenger Usefulness Passenger Usefulness
Passenger Usefulness
Capacity Capacity
Capacity
• Rated features and gave
Storage Ability to handle
road conditions
Storage Ability to handle
road conditions
Storage Ability to handle
road conditions
recommendations for redesign of
Age: 25 Country: Nigeria Age: 25 Country: Ghana Age: 23 Country: Ghana
Kimba Model B
Sex: M Length of Stay: 15 yrs Sex: M Length of Stay: 2.5 yrs Sex: F Length of Stay: 18 yrs
Features Ratings Avg. Features Ratings Avg. Features Ratings Avg.
Look 70 72 Look 65 72 Look 80 72
Size 80 81 Size 75 81 Size 87 81
Usefulness 75 85 Usefulness 80 85 Usefulness 100 85
Abil. to handle 75 79 Abil. to handle 75 79 Abil. to handle 88 79
Storage 95 90 Storage 85 90 Storage 90 90
Passenger Capacity 65 72 Passenger Capacity 75 72 Passenger Capacity 75 72
70 60
Feature 50 60
Price Price 60 Price 60
Ability
to
handle
Passenger
Sex Age Country
Recommendations: Look Size Usefulness Recommendations: Storage Price Recommendations:
road
conditions
Capacity
- Middle class will look at aesthetics first - Make grille more dynamic - Make sure removeable doors are safe
M Need more horesepower
- 25 Nigeria 70 80 75 75 95 65
- Work kimba iconography into the design language 70 - Looks like a commercial vehicle now
- Minimize amount of parts - Highlight the utility of the vehicle to sell it
M 25 Ghana 65 75 80 75 85 75 50
F 23 Ghana 80 87 100 88 90 75 60
Average 24 72 81 85 79 90 72 60
KIMBA 15

16. Comparing the Da a
t
Individual Interviews Data
Needed a way to visualize the results to search for trends
or outliers Round 1 Round 2
1 2 3 4 5 Average 6 7 8 Average
Look
Size
Usefulness
Ability to handle
road conditions
Storage
Passenger
Capacity
Price
KIMBA 16

17. Analyzing the Da a
t
Compared averages of voting in each round
Round 1 Round 2 %Change
Average Average Average
Look
+5%
Size
+15%
Usefulness
+15%
Ability to handle
road conditions
+30%
Storage
+40%
Passenger
Capacity
-10%
Price
-10%
KIMBA 17

18. Kimba
a
a
a
a
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19. Main Features
The Kimba maintained the same overall dimensions,
comparable in size to a Mini Cooper™.
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20. Supporting Features
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
KIMBA 20

21. Future Work
• Design of the
interior
• Cost optimizing of
sub-systems
• Customer WTP
Questions?
KIMBA 21

22. Model A
Flat, wide roof for extra
Pro Con
Age ___________ Gender ___________
storage
One side mirror to cut Overhang to help Rear overhang to help keep
on cost block sun rays
KiMBA
Sheet
Model A
Rear door for access to
cargo
Flat, wide roof for extra
storage
Please describe your first impressions of the vehicle:
+ PROS - CONS
One side mirror to cut Overhang to help Rear overhang to help keep
on cost block sun rays
+ PROS - CONS
Rear door for access to
cargo
+ PROS - CONS
Notes:
The Kimba Vehicle | Duane M. Rollins | Advisor: Dr. Colton | School of Industrial Design | Georgia Tech
KIMBA 22

23. KiMBA Age ___________ Gender ___________
Survey
Model A
In what country were you born? How long did you live in West Africa? Flat, wide roof for extra
storage
One side mirror to cut Overhang to help Rear overhang to help keep
on cost block sun rays
Did you ever drive a vehicle while in West Africa? If so, what type of vehicle was it?
Rear door for access to
cargo
How would you describe driving in West Africa?
+ PROS - CONS
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?
The Kimba Vehicle | Duane M. Rollins | Advisor: Dr. Colton | School of Industrial Design | Georgia Tech
KIMBA 23

24. Interview Tools
Designing a Vehicle for the West
African Middle Class
KIMBA 24

25. Interview Tools
Designing a Vehicle for the West
African Middle Class
KIMBA 25

26. Kimba
Model A
Details
KIMBA 26

27. Kimba Model A
Details
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28. KIMBA
Vehicle Specifications
+ Dimensions (exterior)
Wheelbase
Overall length
Overall width
75 in (1905 mm)
154 in (3912 mm)
66 in (1676 mm)
Overall height 54 in (1372 mm)
Ground clearance 8.5 in (216 mm)
+ Mechanical
Engine
1.3L, inline 4, water-cooled
*preferrably carburated
80 hp, 30 mpg
Drivetrain
Vehicle
Transverelly mid-mounted front engine
Front-wheel drive
5-speed manual transmission
Exhaust
Muffler only
Brakes
Spec Sheet
Mechanical drum brakes
Suspension and Steering
Coil springs with dampers (front)
Leaf springs with dampers (rear)
Rack and pinion steering
Chassis
Steel, ladder frame
Body panels made of fiberglass
from wodden molds
Doors
Removeable (made of fiberglass)
Universal steel tube frame
Manual glass sliding windows
(optional)
Wheels and Tires
16" x 6.5" 5-lug with wheel winch
Sheet stamped steel 5-spoke rims
205/60/R16 tires
+ Safety
Head lights
Brake lights
Side and rearview mirrors
Windshield wiper
Steel bumper
Seat belts
Windshield made of automotive
safety glass
+ Interior
Instrument panel
Speedometer
Fuel gauge
Temperature gauge
Seats
Bench seats (fold down)
Vinyl covered foam
Wooden bottom
Metal supports
KIMBA 28

29. Interview
Pics
KIMBA 29

30. Logo Development
KiMBA KIMBA Kimba
KiMBA KIMBA Kimba
KiMBA KIMBA Kimba
KiMBA KIMBA Kimba
KiMBA KIMBA Kimba
KiMBA KIMBA Kimba
KIMBA 30

31. Individual Interviews
Round 1
Look Look Look Look Look
100 100 100 100 100
80 80 80 80 80
Price Size Price Size Price Size Price Size Price Size
60 60 60 60 60
40 40 40 40 40
20 20 20 20 20
Passenger Usefulness Passenger Usefulness Passenger Usefulness Passenger Usefulness Passenger Usefulness
Capacity Capacity Capacity Capacity Capacity
Storage Ability to handle Storage Ability to handle Storage Ability to handle Storage Ability to handle Storage Ability to handle
road conditions road conditions road conditions road conditions road conditions
Age: 57 Country: Nigeria Age: 20 Country: Ghana Age: 21 Country: Liberia Age: 27 Country: Liberia Age: 25 Country: Liberia
Sex: M Length of Stay: 22 yrs Sex: F Length of Stay: 1 yrs Sex: M Length of Stay: 1 yrs Sex: M Length of Stay: 6 yrs Sex: M Length of Stay: 15 yrs
Features Ratings Avg. Features Ratings Avg. Features Ratings Avg. Features Ratings Avg. Features Ratings Avg.
Look 70 65 Look 70 65 Look 40 65 Look 60 65 Look 85 65
Size 90 67 Size 70 67 Size 45 67 Size 70 67 Size 70 67
Usefulness 90 69 Usefulness 50 69 Usefulness 67 69 Usefulness 70 69 Usefulness 70 69
Abil. to handle 90 51 Abil. to handle 50 51 Abil. to handle 40 51 Abil. to handle 45 51 Abil. to handle 30 51
Storage 45 48 Storage 30 48 Storage 75 48 Storage 35 48 Storage 60 48
Passenger Capacity 90 79 Passenger Capacity 80 79 Passenger Capacity 75 79 Passenger Capacity 60 79 Passenger Capacity 90 79
Price 85 72 Price 50 72 Price 48 72 Price 90 72 Price 85 72
Recommendations: Recommendations: Recommendations: Recommendations: Recommendations:
- Seats need to slide back - Increase ground clearance - Increase ground clearance - Add more functionality to headlights - More horsepower
- Backseats should fold - Increase storage space (make extendable?) - Add side mirror - Make it less boxy - Increase Ground clearance
- Should have A/C - Make overhang larger (give it some more character) - Add mud flaps - Windshield is too flat - Strengthen the suspension system
- Add side mirror - Add additional side mirror - Add more lighting - Add better grille pattern - Make headlights bigger or add fog lights
- Would make a good taxi vehicle - Design ok for W. Africa, but not her style - Add more curvature - Add fog lights - Add curvature to grille
Individual Interview Feature
ID Gender Age Country Look Size Usefulness
Ability to handle road conditions
Storage 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
5
M
M
27
25
Liberia
Liberia
60
85
60
70
70
70
45
30
30
60
60
90
KIMBA
90
85
31

32. Individual Interviews
Round 2
Look Look
Look
100 100
100
80 80
80
Price Size Price Size
Price Size 60 60
60
40 40
40
20 20
20
Passenger Usefulness Passenger Usefulness
Passenger Usefulness
Capacity Capacity
Capacity
Storage Ability to handle Storage Ability to handle
Storage Ability to handle
road conditions road conditions
road conditions
Age: 25 Country: Nigeria Age: 25 Country: Ghana Age: 23 Country: Ghana
Sex: M Length of Stay: 15 yrs Sex: M Length of Stay: 2.5 yrs Sex: F Length of Stay: 18 yrs
Features Ratings Avg. Features Ratings Avg. Features Ratings Avg.
Look 70 72 Look 65 72 Look 80 72
Size 80 81 Size 75 81 Size 87 81
Usefulness 75 85 Usefulness 80 85 Usefulness 100 85
Abil. to handle 75 79 Abil. to handle 75 79 Abil. to handle 88 79
Storage 95 90 Storage 85 90 Storage 90 90
Passenger Capacity 65 72 Passenger Capacity 75 72 Passenger Capacity 75 72
Price 70 60 Price 50 60 Price 60 60
Recommendations: Recommendations: Recommendations:
- Middle class will look at aesthetics first - Make grille more dynamic - Make sure removeable doors are safe
- Need more horesepower - Work kimba iconography into the design language - Looks like a commercial vehicle now
- Minimize amount of parts - Highlight the utility of the vehicle to sell it
KIMBA 32

33. Kimba
Designing a
Vehicle for the
West African
Middle Class
KIMBA 33