When I worked for AutoMeter as a graphic designer and event photographer, we spent a lot of time at car shows and racing events. We talked to all kinds of people and learned about their concerns, wants, and wishes. It became abundantly clear that the older generation of car owners was looking for a gauge that looked old, but had the AutoMeter quality of the new and latest gauges. So we came up with the idea of creating an old, but new set of gauges.
The first thing we did was empathize with the car owners. We got out there, talked to them, and collected valuable info on what they wanted, how much they loved their cars, and how they wanted a look that would fit the year the cars were made. We brought that intel back to the department. we put everything down, and grouped information together to get an idea of what and who we were designing for. Then I went to the drawing board. After several design renditions, we came up with several options.
We made mockups and took those back to the same group of people that we originally talked to. After the final set of feedback, I came up with the Golden Oldies. The design, that I created in 1997 is still in production today and is still used in old cars.
The look and the process to create the look work. I truly believe in the design thinking process and I continue to use it today for everything I do and design.
