FORDRIVER

Transport yourself to 2032, where self-driving cars coexist with traditional vehicles. In this dynamic era of choice, Fordriver emerges as a game-changer — a revolutionary self-correcting car that offers an immersive learning experience through augmented reality.

Duration

Nov 2022 - Jan 2023

Client

Ford | TU Delft

Project Nature

Team Project

Role

Strategy Designer

Originating from a broad question posed by Ford – 'What could Metaverse and NFTs mean for Ford, specifically as an enabler for valuable experiences for our passenger vehicle users?' – our focus narrowed to a specific challenge: 'How can Ford use the Metaverse and NFTs to revolutionize driving education?'

The decline in the number of people acquiring driver's licenses, especially among Gen Z, coupled with their preference for virtual experiences, highlights an opportunity. Leveraging gamification in the metaverse not only makes learning to drive more enjoyable for this demographic. This approach aligns with Ford's commitment to enabling unrestricted mobility, ensuring that even the insecure drivers of today can confidently pursue their dreams on the road tomorrow. By harnessing the power of metaverse, Ford can extend its reach to a new market, as more and more people begin to explore and interact in virtual worlds.

Ever Thought Of Learning To Drive From A Ford?

Uncover the future of driving education. Join us in the driver's seat as we unveil the innovative features and concept behind Fordriver in the following video.

FORDRIVER

A self-correcting autonomous car, redefines driving education through immersive experiences. Integrating the metaverse with AR windows and windshields, the vehicle becomes a dynamic classroom for the new generation of drivers. Navigating diverse virtual environments and challenging weather conditions in real-time, Fordriver bridges theory and practice seamlessly.

Future Vision

By 2032, Ford envisions a world where the new generations and insecure drivers feel safe and confident to drive, by being connected to the car through an immersive experience of developing their driving skills.

The AR experience offers comprehensive training, instilling confidence and proficiency in various driving scenarios. This innovative approach empowers users to develop essential skills, creating a personalized and adaptive learning journey. Fordriver's groundbreaking feature includes the introduction of NFT drivers licenses, marking a digital milestone in secure and innovative documentation.

Using Fordriver, the user can explore the metaverse inside the car and discover new worlds. It will expand your skills in a truly unique and personalized way. Fordriver contains some meaningful features:

Easy Order & Return

Autonomous flexibility at your fingertips. Schedule lessons with ease, and the car arrives when you want, offering unparalleled accessibility

for your driving education.

Dynamic Environments

Immerse yourself in dynamic AR-driven landscapes—navigate foggy roads, bustling cities, and more. Practice driving skills in any weather, boosting confidence through diverse and challenging scenarios.

Self-Correction

Packed with sensors, Fordriver corrects mistakes in real-time. Learn through exploration without real-world consequences, fostering a safe and mistake-friendly learning environment.

Virtual Trips

Earn virtual trips and explore borders in the metaverse. 'Learn to earn' as motivation, granting access to exciting global environments, transforming your learning journey into a virtual adventure.

STORYBOARD

01

Meet Stefan, he is a high school student who still lives with his parents. Stefan wants to learn how to drive and get his driving license. Together with his parents, he ordered a 2-month subscription of Fordriver.

Value for

Driving Schools

Value for Ford

Efficiency

Leadership

Value for Users

Confidence

Value for Users

Fordriver delivers an immersive, interactive, and independent learning experience, leveraging AI-enabled AR instructors for a virtual environment in the real world. Users gain confidence in various driving conditions, developing essential skills for safe vehicle operation.

Value for Driving Schools

Driving instructors benefit by providing a safe and structured practice environment for students. With Fordriver, instructors can send cars to students independently, allowing simultaneous instruction of multiple students. This creates a competitive advantage, streamlining the learning process and maximizing instructor efficiency.

Value for Ford

Ford, as an OEM (Original Equipment Manufacturer) committed to advanced technologies, sees the potential for AR and meta experiences to revolutionize driving education. By seizing this opportunity, Ford becomes a leader in immersive learning experiences, fostering brand relevance by promoting affordable and accessible driving education for the younger generation.

IMPLEMENTATION PLAN

Horizon 1 - Learning Enhancement and Accessibility

In the initial horizon, our primary focus is to enhance the learning process and ensure accessibility. Driving schools will distribute Fordriver kits to users upon sign-up, including basic equipment such as VR goggles and a steering wheel. This allows users to familiarize themselves with car controls and driving theory before hitting the road. The emphasis is on building a solid foundation for the learning journey.

Horizon 2 - Experiential Learning and AR Integration

Moving into the second horizon, our approach shifts towards experiential learning. Driving schools offer users the opportunity to practice in diverse scenarios, from heavy traffic to various weather conditions, using stationary cars equipped with VR technology. Midway through this horizon, we introduce an AR display with navigation and alerts, acting as a valuable assistance tool during on-road driving sessions with instructors. This phase emphasizes practical application and skill development.

Horizon 3 - Immersive and Independent Learning

The third horizon marks the realization of our future vision—an immersive and independent learning experience. Here, we redefine the entire learning process by delivering Fordriver cars and driving lessons directly to the users' doorsteps. This transformative approach ensures users can seamlessly integrate learning into their daily lives, fostering confidence and independence in driving education.

The following figure outlines the key components of the probable business model for Fordriver:

HOW IS FORDRIVER A STRATEGIC MOVE FOR FORD?

Ford's integration of Fordriver into the metaverse for driving education strategically aligns with their overarching goals. This move not only immerses the desired demographic in a unique learning journey but also establishes a foundation for potential brand loyalty. Investing in Fordriver is a prudent decision, offering users an engaging experience that goes beyond traditional learning methods.

The virtual driving experiences provided by Fordriver cater to Gen Z and future generations, bridging accessibility with entertainment. This approach not only enhances brand awareness and loyalty but also contributes to reducing real-world driving risks by preparing users comprehensively. Beyond education, these virtual experiences generate valuable user data, providing insights into driving habits and preferences. This data, in turn, guides Ford in tailoring both products and services to better meet user needs, creating a mutually beneficial relationship.

By leveraging the metaverse, Ford extends its reach into a new market, tapping into the growing trend of virtual exploration and interaction. Fordriver becomes a gateway for capturing essential data and understanding user behavior, positioning Ford to continually enhance its offerings and effectively meet the evolving needs of the market.

Imagine You're In A Car, Let's Experience Fordriver Ourselves Right Now!

USER FEEDBACK

All 10 participants of the qualitative research responded positively to the Fordriver experience. In general, they really liked this new way of being educated and guided on driving. Below, you can see some quotes of the participants.

"I think this concept is great! It's new and refreshing, I love the experience."

- Participant A, taking driver lessons

“It would be so nice to have this kind of guidance while I’m driving. It would really help me!”

- Participant B, insecure driver

During the 10-week Design Strategy Project (DSP), undertaken in collaboration with Ford, my team of 5 strategic product design students explored the vast landscape of metaverse integration. Guided by mentors and client input, we identified an innovative opportunity for Ford to pioneer in the metaverse market. In the initial phase, we collectively honed our skills, contributing to research, interviews, and ideation. Following concept development, I took on the responsibility of crafting a probable business model and the VR prototype video, overcoming the challenges of learning new software. Our journey culminated with a presentation at the Ford Research and Innovation Centre in Aachen, Germany, where I set up our exhibit, sharing our vision for Fordriver through posters and a hands-on VR experience. This experience not only broadened our understanding but also allowed us to showcase our collaborative efforts to Ford's global team.

Tools used in the project