TIME FOR A FACELIFT...
Every 4-5 years a vehicle gets a Full Model Change, but every 2-2.5 years, it gets a Minor Model Change (MMC), an update. In this case The Honda Pilot needed an MMC that not only addressed the usual performance improvements expected, but also a significant facelift to the interior and exterior that had been preventing consumers from making the purchase.
1. RESEARCH
Having just faced the 2008 Auto Crisis, we were challenged with picking a research methodology that would be able to determine which design choices would most impact the customer experience. After building surveys, having limited focus groups and shadowing users, we determined a hierarchy of design priorities.
2. FINDINGS
The exterior design had the most negative consumer response requiring extensive new part molding. The interior scored generally better and thus sacrificed unnecessary color/trim upgrades to reallocate money to help the exterior shortcomings. The Interior design team prioritized the control panel which users found difficult to use and confusing. We also focused on the gauge cluster which was seen as "imprecise" and "cheap".
3. EXECUTION
FINAL DESIGN
SKILLS USED: Photoshop, Illustrator, CATIA, ALIAS, Foam Mockups
RESEARCH METHODS: Focus Groups, Surveys, User Shadowing, Market Reports