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ford motor company


Experience Design / Product Design

Ford Motor Company came to our team with a request focused not on four wheels, but two. Armed with a printed, circuit board and analytics software, the global automaker wanted to explore developing a data recorder for commuting cyclists. This recorder would focus not on rider health, but on the road and surrounding conditions. Hooking in to the social network was a must; potential competitors were already gathering data during rides that helped cyclists make better decisions. Where should Ford play in this niche to burnish its image as a transportation company — not simply a car manufacturer?

Speck Design created and developed a small module that attached to a standard water bottle fitting. The module contained a rechargeable battery; riders interacted with it via a simple button on the handle bars. Riders without water bottle cages could mount the device directly on the bicycle; indicator LEDs advised riders of battery state. The module came in a beautifully designed and branded package that included simple and clear instructions.