Ford SmartGauge with EcoGuide:
Designing better drivers.

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In their drive for fuel economy, Ford recently came to us to help design the SmartGauge with EcoGuide, an innovative instrument cluster for their hybrid vehicles. We came to them with the thought that design could influence driving behavior. Ford’s engineers would optimize efficiency of the vehicle - we would optimize efficiency of the driver.

Building on an experience architecture designed by IDEO, the Smart Design team worked to clarify the lines of communication between driver and machine. Confusing information was eliminated to make room for meaningful feedback. Our design for SmartGauge has opened a dialog between car and driver which allows them to respond to each other in ways that lead to better driving decisions and, importantly, saving gas. It represents a paradigm shift in auto design and a revolutionary new experience for drivers.

Talk of the SmartGauge with EcoGuide, which debuted in the 2010 Fusion and Mercury Milan hybrids, is buzzing through the auto industry and the environmental community. The business world is also taking note, with several recent articles on BusinessWeek.com and in Fast Company.

The Ford Fusion was named 2010 Motor Trend Car of the Year and the 2010 North American Car of the Year. SmartGauge with EcoGuide was named a Finalist in the 2009 IDEA competition through IDSA/BusinessWeek and earned an 2010 Outstanding Achievement honor from the HOW Interactive Design Awards.