MACKY FOR FORD
Novel EV Experience
The case description for the assignment in collaboration with Ford was to address level 2 charging. Specifically, it was to design a product/service system that encourages digital-native EV owners to charge their EVs (electric vehicles) at level 2 charging stations, for whom it was difficult or impossible to charge at home or work. The project’s time scope is the next five years, and it may not focus on charging technologies themselves. In total, the project lasted 22 weeks.
General Function
Macky is a Tamagotchi-like digital pet that comes with your new Ford EV. Since caring for an EV is different to an ICE (Internal Combustion Engine) vehicle and can be daunting for inexperienced owners, Macky makes it easier to care for your EV. He is a digital reflection of the car, with an emphasis on aspects related to the battery, such as charge, temperature, and efficiency. This means that Macky translates the vehicle’s needs into expressions that are easier for the owner to understand than traditional notifications like the engine-check light.
Embodiment
Interactions with Macky occur in the EV's infotainment system and in the Ford Pass app on the home page. The concept is entirely software-based, which means that both appearance and function can be iterated quickly without large investments in production tools, commonly seen in the development of physical products.
Visual Form
Macky is stylised to emphasise the intention that the user will want to take care of their digital pet and thus is more willing to spend energy in caring for their large investment. The Macky concept, however, is not limited to the name or appearance of Macky the Pony.
The digital avatar can be customised to suit both the owner and the vehicle.