Designed for easier access for older drivers and passengers, but appealing to young and old alike.
Unlike any car built by Ford before, the designers of the Focus were encouraged to design for the needs of older drivers as well as the usual younger target market. Ford even went so far as to develop a novel method of simulating the effects of old age using what became known as the 'Third Age Suit' (Steinfeld and Steinfeld, 2001).
The suit was designed to add the equivalent of 30 years of ageing to the wearer. This ageing effect is achieved by using joint stiffeners in the neck, back, stomach and knees to simulate the reduced flexion from conditions such as arthritis. The suit is the antithesis of dieting, adding both weight and bulk around the torso to mimic both the change in body shape and the difficulty in getting into and out of cars often associated with ageing. Visual impairments, such as cataracts, are also simulated through the use of spectacles with different lenses.
Designers were encouraged to wear the suit to increase their empathy for older users by letting them experience some of the difficulties faced by such drivers. As a result of their use of the suit, the Ford Focus offers many innovative features. For example, it has the most headroom of any cars in its class. The front door is wider and higher than that of the Escort and the seats are higher. This combination of door size and seat height makes it significantly easier to get in and out of the Focus. The dashboard controls are larger than those of its predecessor and have been designed to be easier to locate, grab and operate.
All of the features developed to make the car easier to operate and drive for older adults have not adversely affected the enjoyment of the Focus for younger drivers. Indeed, many of the features introduced are of benefit to all drivers. For example, the easier access to the car is good for parents with small children. Larger, easy to use controls are good for everyone.
The buttons and dials in the dashboard were designed to be easy to see and operate.
The new, more inclusive Focus has continued the sales success of its predecessors and is regularly the top-selling car in the UK.
Ford's main rival, General Motors (GM), has also embraced the need to design cars for older drivers. Rather than simulate the effects of age, GM has formed the Paragon research team featuring older and retired engineers. One of their earliest recommendations has been the relocation of the ignition switch to the dashboard to make it easier to operate for drivers with difficulty twisting their wrists.
None of the Ford's advertising makes reference to the investment in accessibility and inclusivity. The tacit implication is that Ford believes that admitting that the Focus was in part designed for older drivers may deter younger customers from purchasing it.
In other words, Ford apparently subscribes to the maxim that you can sell a young person's product to and older customer, but not vice versa. In other words, many customers are still young at heart, if not in body. Some commentators have even gone so far as wonder to whether it is even possible to sell an old person's product to an older customer. (Ford, 2000)
None of the Ford's advertising makes reference to the investment in accessibility and inclusivity. The tacit implication is that Ford believes that admitting that the Focus was in part designed for older drivers may deter younger customers from purchasing it.
In other words, Ford apparently subscribes to the maxim that you can sell a young person's product to and older customer, but not vice versa. In other words, many customers are still young at heart, if not in body. Some commentators have even gone so far as wonder to whether it is even possible to sell an old person's product to an older customer. (Ford, 2000)
Text originally from: Inclusive Design - University of Cambridge
