Electric Car UI Considerations. Krispin Leydon, Tesla Motors University of Limerick - Oct 2008

Transcription

1 Electric Car UI Considerations Krispin Leydon, Tesla Motors -

2 Outline Intro to Tesla Early Experience Ambitious Plans Enabling Edge Drivers, Needs, Touch Screen UI E.V. Differences - In Use A Sound Design Challenge 2008 Tesla Motors Inc.

3 Intro to Tesla Motors Car Company, producing the Tesla Roadster: 0-60mph in 4 seconds 2X the Efficiency of Prius Zero emissions 220 miles per charge Less than 2 cents/mile

4 Background At turn of 20th century 38% of cars electric (22% gasoline, 40% steam) Fastest cars were electric Popular through 1920s Henry Ford s wife preferred her electric car

5 Intro to Tesla Motors

6 Intro to Tesla Motors Tesla Motors

7 Intro to Tesla Motors San Francisco Tesla Motors Silicon Valley

8 Intro to Tesla Motors San Francisco San Francisco Tesla Motors Silicon Valley Silicon Valley

9 Intro to Tesla Motors

10 Intro To Tesla Motors

11 Early Experience

12 Early Experience

13 Mission & Motivations

14 Mission & Motives Become the next great American car company

15 Mission & Motives Accelerate change in automotive industry

16 Mission & Motives Chevy Volt GM s EV1

17 Mission & Motives Make a dent in global warming Reduce oil dependency Do well by doing good Tribute to Nikola Tesla

18 What makes an electric car company possible today?

19 Enabling Edge 1. Start at the Top First introduce a superior product. Then reduce costs for the mass-market.

20 Enabling Edge CW from top: NmG, Myers Motors Tango, Commuter Cars Xebra, Zap! ForTwo, Smart

21 Enabling Edge

22 Data gathered from manufacturer s sites

23 Enabling Edge

24 Enabling Edge 2. Leverage existing market pressures Use commodity laptop cells, benefit from advances & cost reductions achieved by the laptop industry.

25 Enabling Edge Source: Panasonic presentation at Florida Educational Seminar, March 14 th, 2006

26 Enabling Edge (US$/cell) Falling Cell Prices Institute of Information Technology, March Jan-95 Jul-95 Jan-96 Jul-96 Jan-97 Jul-97 Jan-98 Jul-98 Jan-99 Jul-99 Jan-00 Jul-00 Jan-01 Jul-01 Jan-02 Jul-02 Jan-03 Jul-03 Jan-04 Jul-04 Jan-05 Ave Cell Price

27 Enabling Edge X 6,831

28 Enabling Edge

29 Enabling Edge

30 Enabling Edge Motor

31 Enabling Edge 3. Understate Environmental Benefits Let your products speak for themselves, avoid green fatigue and environmental backlash.

32

33 Enabling Edge Toyota Prius Screen Spoof - Found on the Web

34 Enabling Edge 4. Bypass Traditional Manufacturer / Dealership Relationship Avoid an entrenched conflict of interests

35 Timing

36 Timing 2006: Year of Nikola Tesla (UNESCO)

37 Timing

38 Timing

39 Timing

40 Timing National/Regional Doubt & Uncertainty Looking for positive reassurance

41 Who are our drivers?

42 Drivers Techies Early adopters Excited to see a silicon valley car Status from mastering the newest thing first Configurability, details & data to chew on. Real (non-condescending) info on how the car works Tesla Motors Inc. Proprietary and Confidential

43 Drivers Sports Car Enthusiasts Driving as sport, not just transportation. Individualistic, risk-taking. Up on car stats. Drawn by performance. Status from having a cool car. Performance stats for bragging rights - and honing skills. Crave feel for the road more than amenities.

44 Drivers Green Cultural Creatives Cause driven, focused on environmental impact. Out to prove green values, fashion and profitability are not mutually exclusive. Idealize life off the grid. High efficiency, low emissions - w/o loss of sex appeal. Green moral superiority Simplicity, lack of clutter. Confirmation they are doing good in the world.

45 Drivers Neo-Con Oil Isolationists Pragmatic, nationalistic. View dangers of oil dependence chiefly in economic and political terms. Drawn by desire to achieve Energy Independence (and support an American car company) for national security. Seek confirmation of US independence from foreign oil.

46 Drivers In common: Affluent, Educated, Independent, Mostly Male

47 UI Challenge

48 How to serve?

49 How to serve?

50 How to serve?

51 How to serve?

52 How to serve?

53 How to serve?

54 How to serve? Common Ground?

55 How to serve?

56 UI Challenge Standard Energy Trip Performance Clock Vitals

57 UI Challenge

58 UI Challenge

59 UI Challenge

60 EV Differences In Use

61 EV Differences Acceleration at any speed

62 EV Differences Charging not instant You never have to go to a gas station, and probably start each day with a full tank. (mobile phone)

63 EV Differences Range highly dependant on grade Drive downhill, gain energy If battery is full, regenerative brake-assist may not be available.

64 EV Differences Sounds different. Quiet like a panther at low speeds, winds up like a jet engine.

65 Recommended Resources

66 Good Books Oil on the Brain Lisa Margonelli Cradle to Cradle William McDonough & MichaelBraungart Deep Economy Bill McKibben GM s EV1

67 Films Who Killed the Electric Car? Chris Paine, 2006 Revenge of the Electric Car GM s EV1 Chris Paine, 2009 (?)

68 Parting Thought The Stone Age came to an end not for lack of stones and the oil age will end, but not for lack of oil. Sheikh Yamani, former OPEC Oil Minister

69 Questions? Comments? Thanks Mikael! Roadster on a Frozen Lake, Northern Sweden