Motorcyles And The Art Of Product Design - IDSA/ICSID Connecting07 Conference Presentation


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Whether literarily or metaphorically, there is no aspect of product design that is not reflected in motorcycles. Motorcycles are metal, rubber, plastic and fuel. They are shape, color, brand and performance. Motorcycles are all of these—and much more. They are intimate experiences for riders and their communities. They are experiences where the rider and the bicycle become one during the ride. They are experiences that begin on the road and continue after the rider is off the road. In this presentation, we will explore the design principles that make motorcycles the intense experiences they are. We will look at the relationships riders form with their motorcycles, how they interact with them, and how experience design is manifested in the form of motorcycles revealing what lessons can be learned about the design of other products.

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Motorcyles And The Art Of Product Design - IDSA/ICSID Connecting07 Conference Presentation

  1. 1. Motorcycles and the Art of Product Design Akshay Sharma, Virginia Tech Shimon Shmueli, Touch360 © Aprilia CONNECTING’07 World Design Congress
  2. 2. Why should we care about motorcycles? Death rates are 15-30 times higher than cars They are noisy They come with an attitude
  3. 3. Motorcycles attract wide range of attitudes, cultures, and interactions
  4. 4. Michaux & Perreaux, 1868 19 mph Steam engine mounted on a bicycle The motorcycles is a (relatively) primal vehicle
  5. 5. Motorcycles enable intense experiences
  6. 6. E=mV 2 Could the fun/thrill/experience be 64 times amplified even at 75 mph? speed = 8x energy = 64x
  7. 7. <ul><li>Most of us can relate to the motorcycle experience: </li></ul><ul><li>Self confidence </li></ul><ul><li>Motor skills </li></ul><ul><li>Social connections </li></ul><ul><li>Fun </li></ul>
  8. 8. Motorcycles facilitate and enable strong attachments
  9. 9. … so what?
  10. 10. How we define design Art Humans Enablers & Constrains design expression, aesthetics, engineering technology, economy, environment Needs, wants, community, ergonomics
  11. 11. rider The motorcycle is the mediator/facilitator/ enabler between the rider and his/her experiences
  12. 12. © Triumph experience: relationships
  13. 13. © BMW experience: stimulus
  14. 14. © Harley-Davidson experience: community
  15. 15. Women is the fastest growing segment. Women are moving from a passenger position, metaphorically and figuratively, to a rider position. * experience: (em)power*
  16. 16. © KTM experience: environments
  17. 17. © Harley-Davidson experience: bonding
  18. 18. experience: sexy
  19. 19. Sexy has been around even in 1951!
  20. 20. experience: (all) senses
  21. 21. experience motorcycle rider Involvement The emotional and physical connection between the rider and the motorcycle
  22. 22. The Rider is a Fully Stressed Member of the Equation.
  23. 23. experience motorcycle rider physical interface
  24. 24. experience motorcycle rider The interface is where the conversation between the rider and motorcycle happens control feedback
  25. 25. motorcycle <ul><li>Thin Physical Interface </li></ul><ul><li>tight coupling </li></ul><ul><li>high sensitivity </li></ul><ul><li>clear and strong feedback </li></ul><ul><li>less forgiving </li></ul>rider © Aprilia
  26. 27. © Ducati
  27. 32. Thin Thick © Harley-Davidson
  28. 33. Thin Thick © Wired
  29. 34. experience motorcycle rider physical interface emotional interface
  30. 35. experience motorcycle rider “ He talks to his motorcycle every time he passes by” The conversation is also an emotional exchange, at least in the mind of the rider (but some say also in the mind of the motorcycle or its designer)
  31. 36. motorcycle <ul><li>Thin Emotional Interface </li></ul><ul><li>mutual awareness </li></ul><ul><li>respect </li></ul><ul><li>shared destiny </li></ul><ul><li>self-expression </li></ul>rider © Aprilia
  32. 37. © Orange County Choppers The motorcycle reflects the rider’s personality, desires, emotions.
  33. 38. © Orange County Choppers
  34. 39. © Orange County Choppers
  35. 40. The motorcycle reflects more than who the rider is. It is also who he/she wants to be. © Orange County Choppers
  36. 41. the function drives the aesthetics © Ducati
  37. 42. the function is the aesthetics
  38. 43. © Buell Look in the eyes of the motorcycle
  39. 44. © Triumph … it has a personality.
  40. 45. something that only a moter could love - Steven Spielberg Design something that only a mother could love - Steven Spielberg
  41. 46. © TVS Motor Company
  42. 47. experience motorcycle rider Immediate presence of an object of knowledge to the mind, without any distortions, inferences, or interpretations, and without involvement of any intermediate agencies. Source: Random House Unabridged Dictionary, © Random House, Inc. 2006. Immediacy
  43. 48. experience motorcycle rider High level of involvement between the rider and the motorcycle enables stronger immediacy Involvement > Immediacy
  44. 49. High level of involvement between the rider and the motorcycles enable stronger immediacy which in turn enables stronger (better) experiences
  45. 50. physical/emotional presentation mouse me Involvement immediacy
  46. 51. physical/emotional experience internet Him/her Involvement immediacy
  47. 52. physical environment, stimulus,… product user emotional community, self-expression product user Involvement immediacy
  48. 53. thank you شكرا 致谢 merci danke grazie ありがとう 감사합니다 obrigado cпасибо agradece תּוֹדָה Picture © BRP Can-Am Spyder Shimon Shmueli, Touch360, Partner ………………… Akshay Sharma, Virginia Tech, Assistant Prof……… This presentation can be downloaded at