1. U.S unveils plan for
cars of the future
http://money.cnn.com/2014/02/03/
autos/vehicle-to-vehicle-
communication/index.html?iid=SF
_BN_LN
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2. Caitlin Chuck Professor Klinkowstein

3. • New life- saving technology
• Reliable over human reflexes
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• Vehicle- to- Vehicle
communication

4. Cars communicate directly
with other cars on the road
preventing accidents and
maintaining traffic flow
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5. Ethnographic Research
Will this new vehicle-to-vehicle
technology make commuting
easier?
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6. Observation 1
Observed students, who I do not
know, in commuter lounge
- Asked what their needs are as a
student who commutes to school?
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7. Caitlin Chuck Professor Klinkowstein

8. What the Commuters Said
Difficulties of a commuter:
-Long breaks in between classes
-Being tired while driving
-Could do other things while driving
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9. Observation 2
Spoke to a friend to get the
“average” persons opinion
- How would the new
technology benefit you?
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10. Caitlin Chuck Professor Klinkowstein
Benefits:
-Would make
traveling easier
-Convenience
-No distracted
drivers

11. Observation 3
Talked to a self proclaimed
car fanatic
- What do you think about the
new technology?
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12. Caitlin Chuck Professor Klinkowstein

13. He Said
New technology is:
-New inventive technology
-Still a little skeptical
-Prototype shows future
possibilities
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14. Ethnographic Research
Findings
• New technology makes
commuting easier
• Time can be used doing other
things
• Safer travels/ less accidents
• Cars do not have distractions
like people
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15. Additional Research
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16. Additional Research:
“Disruptions: How Driverless
Cars Could Reshape Cities”
By: Nick Bilton
Summary: Lists things people can do
while communing in driverless cars, like
working out; the car would become an
extension of the home.
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17. Additional Research
“Data Shows Google’s Robot
Cars Are Smoother, Safer Drivers
Than You or I”
By: Tom Simonite
Summary: Technology provided by driverless
cars lead to fewer accidents, the Google car
cameras collect data from is surroundings
and can keep records of who is responsible
for an accident.
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18. Additional Research:
“Driverless Cars Will Transform
The Consumer Relationship With
Businesses”
By: Anand Savani
Summary: Connecting the car to every
aspect of life, like running errands, the car
would remember that on the way home you
need to pick up dry cleaning, something you
might have forgotten.
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19. Proposal for an
Innovative Business
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20. Proposal for an Innovative
Business:
Use the interior of the
self driving cars as a
malleable extension of
the home.
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21. Proposal for an Innovative
Business:
Personalization and
custom designs of self
driving cars will become
another industry.
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22. Proposal for an Innovative
Business:
The space could be
used for things like
relaxation, a gym, or
personal office.
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23. Tagline Study
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24. Tagline Study
Existing Taglines
BMW: The ultimate driving
machine
Disneyland: The happiest place
on earth
L'Oreal- Because I’m worth it
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25. Tagline Study
Image Research
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26. Tagline Study
Image Research
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27. Tagline Study
Image Research
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28. Tagline Study
Image Research 4
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29. Tagline Study
Image Research 5
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30. Tagline Study
Image Research 6
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31. Tagline Study
New Tagline:
Extension of Home
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32. Tagline Study
Manipulated Background Image
for Tagline
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33. Tagline Study
Final Tagline Study
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34. Workings and Output
-Cluttered Space
-Unused near- future driverless car interior
-Purpose and theme of empty space
-Contents and arrangement
-Final new room in unused car space
(driverless car)
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35. Diagram Sketches
1
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36. Diagram Sketches
2
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37. Diagram Sketches
3
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38. Final Diagram
Black and White
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39. Final Diagram
Color
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