︎

Michelle Zamora

Design + Strategy



︎︎︎ Projects

︎︎︎ Process

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︎ 


Accessible and autonomous.





PROJECT DETAILS


Timeline


Aug 2022 - Dec 2022
(4 months)

Tools


  • Google Drive 
  • Keynote
  • Adobe XD
  • Adobe Illustrator
  • Adobe Premiere Pro
  • Procreate

Role


  • Naming and Visual Identity
  • Ethnography
  • Presentation Design
  • Website Mockup
  • Video Production

Team 


PROJECT MANAGER
Michelle Zamora

BUSINESS RESEARCH AND DEVELOPMENT Spring Fang

ILLUSTRATOR
Changyu Li

About Dorsol


Dorsol is an imagined autonomous vehicle designed and built for personal use that specializes in accessibility. 

My Why 


I was excited to get my feet wet in an exciting, new, and unfamiliar industry.

Outputs








THE GOAL


Envisioning the future.




Focussing heavily on ethnographaphic research and empathizing with customer needs.













CHALLENGE


Self-driving is controversial.




This project provided ample opportunities for brainstorming, collaboration, futuring, and world building. We considered questions like:

  • As a mother, would you let your 7 year old child go to school in your personal av?
  • Will it be legal for a blind individual to own a personal av? 
  • How might city roads and infastructure adapt to more av’s on the road than human-operated?

Based on our research, we aimed to design a personal av rather than a public car service like Uber and Lyft. We were encouraged to dream big, thinking about what the world of transportation might look like in fifty years. 











APPROACH


Trust is king.




Our guiding question: Would you trust it to take your grandmother to the grocery store and back safely? We developed a persona and crafted interview and survey questions. A small sample of twenty-five 22-35 year olds presented insights which we folded into the final car design.











For naming and branding we hosted a naming workshop. Dorsol was our final choice and was derrived from a list of names of marine life. Dorsol characterizes the dorsal fin of a dolphin, whose shape is used in the brandmark. We imagined Dorsols navigating city streets safely and with tremendous agility and balance, like a school of fish.  










SOLUTION


Accessible, personal, electric, autonomous.










The ad represents a grandmother going to pick up her grand daughter in potentially dangerous driving conditions (at night and in the rain). It says to our biggest customer base (35-45 year olds), “Trust us to take care of your mother and your kid.” We designed a mockup of the website to better tell the Dorsol story. Sketches represent different iterations of our design. 














RESULT


Engaging conversations.




I was extremely excited to dive into the automated car industry. Researching and thinking about the future of transportation is a highly controversial topic. The discussions and brainstorming sessions during the design process were enlightening, inspiring, and sometimes a little unnerving. Ultimately, our team worked well together to design a brand new av concept and story.  
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