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BA(hons) TD and DFI B r i e f T i t l e Level

BA(hons) TD and DFI

Brief Title

Level 5: Semester 1 2012

Module: DE0832 Industrial Design Practice 2 Credits: 20 Module Tutor: Aysar Ghassan Simon Scott-Harden

michelin competition


Vehicle autonomy is emerging as an essential component of future mobility systems. As a result of increases in populations, vehicles and traffic demands, city planners and automotive system designers expect the car of the future will require some method of autonomous control to keep city traffic flowing

Autonomous technology can allow greater freedom in vehicle design. Designers will have new areas for exploring features and aesthetics that express an owner’s particular passions and functional needs while providing newfound flexibility in time management when in an autonomous mode


This assignment is intended to enable you to develop your individual appreciation of how design can be innovative as well as practical and more environmentally sustainable.

Often “traditional” vehicle design caters for the ‘driver experience’. How can a vehicle designed to operate autonomously create an emotional connection with its user?


Generation Y consumers have forced a reconsideration of what individuals want to do in and with their cars. How can an autonomous vehicle cater to their experiences and how does it change to be able to deliver both active (driven) and autonomous (undriven) capability?

Your assignment is to design for a vehicle that operated in both “human driven” and “self-driven” modes. If the vehicle will be operated autonomously (commuting, running errands, staying within the urban environment) more than half the time, how can it transform to cater to the users’ needs the rest of the time?

This assignment will ask you to consider both the following points:

1. Design your future vehicle with unique features and capabilities to engage you and your interests while in the autonomous mode required by increasingly dense urban environments.

2. Demonstrate how your creative design transforms your driven vehicle into an extension of your lifestyle and allows you to experience driving pleasure and life’s adventures in new or more meaningful ways.

Please note: this brief is set by Michelin – therefore your presentations must include visual detail of the tire/wheel assembly.

Assessment Criteria

Your project will be assessed with regard to the following project elements and their relationship to the Aims and Learning Outcomes as described in the relevant Module Descriptor.

Your development process and design iteration as seen described through your sketchwork.

Your effectiveness at designing for Generation Y.

Your effectiveness at locating opportunities regarding points 1&2 (see ‘Assignment’).

Your consideration of ergonomics.

You effectiveness at ‘narrating’ the utilisation of your proposal.

The graphic quality and appropriateness of your presentation material.


DE0832 so should take a minimum of

total. Please note:

handing in work after the time specified may result in a fail for this










Project Deliverables

Part 1: You are asked to consider (and design for) points 1 & 2 above. You are required to produce a breadth of design proposals with iterated and refined sketchwork. You are then required to choose and develop 3 proposals for generation Y (see above). You will be asked to make use of high quality visuals and storyboards to narrate and illustrate these proposals. You should consider visual detail of the tire/wheel assembly for your proposals.

Part 2: You are required to choose and develop one proposal. You should develop visual detail of the tire/wheel assembly for this proposal.


Part 1:

A range of sketchwork fully exploring development opportunities. This sketchwork should be undertaken with ‘inclusion to your portfolio’ in mind.

3 x A3 sheets (one for each proposal) showing renderings of your final concept as well as storyboards illustrating usage with regards to points 1 & 2 above. You should consider visual detail of the tire/wheel assembly for your proposals.

It is important to consider the graphic treatment and layout of this presentation material.

Part 2:

2 x A3 sheets illustrating the following:

STORYBOARD showing the unique capabilities the vehicle can employ with regards to points 1 & 2 above.

2D renderings/drawings/sketches illustrating vehicle architecture from a minimum of three perspectives—at least one with context of people and intended driving environment.

Expected trends for the size of wheels and tires and the electronics that will be present in the tire of the future to enable a unique driving experience.

2D renderings/drawings/sketches illustrating the tire and wheel assembly, including dimensions and specifications.

A “specification drawing” of the vehicle.

Submission Dates:

Part 1: Room 103 – Thursday 29 th November 2012 - 9:30am

Part 2: Room 103 – Thursday 17 th January 2013 - 9:30am


There are opportunities for studio based tutorial review and feedback during the project. This is a valuable source of feedback for this project, so you should make any notes you feel appropriate during these tutorial sessions in order that you can reflect and act upon this information appropriately. It is important to make best use of this opportunity for project input and feedback, as it will not be possible to discuss the project in depth retrospectively. Any further feedback for this project following final submission will be in the form of an assessed mark, available within 21 working days of final project submission.


Please look at the following site for some very interesting overviews relating to a possible future of transportation design:

relating to a possible future of transportation design: You may also wish to access Cardesignnews.com and

You may also wish to access Cardesignnews.com and Coroflot.com / Core77.com for movements and trends in vehicle and industrial design.

Entry Process

Unlike the Plastics Competition, you are NOT required to register for this competition during the time this brief is in operation.

After the University deadline for this brief, students will be asked to register for the competition through the following web page:

deadline for this brief, students will be asked to register for the competition through the following