An all doer

Client: John Deere (USA)   /   Project developed with the Curve ID Design Team

John Deere, a renowned American corporation specializing in the manufacturing of agricultural, construction, forestry machinery, heavy equipment, and lawn care equipment, approached us with a significant undertaking: to design the next generation of their Utilitarian Vehicles - Gators, a work that served as the foundation for creating the John Deere's Industrial Design Language - IDL document.

Utility vehicles like the Gator XUV 835 are versatile machines used in various industries and applications. They are commonly employed in agriculture for tasks like equipment transportation and field navigation, in construction sites for material hauling and worker mobility, and in landscaping and maintenance for groundskeeping and facility management. Additionally, utility vehicles are popular for recreational activities and outdoor adventures, as well as property and estate management.

The best crossover utilitarian vehicle

The first 3 seater UTV

The design scope included both exterior and interior (cabin), reusing previously designed cargo box, and considering multiple variants. This included a full cabin configuration with an HVAC system available in two interior specifications, and options without a cabin with half doors and net doors.

The design of the new Gator encompasses two distinct yet interconnected motivations: first, to create a Utility Vehicle that embodies functionality, efficiency, and customer satisfaction—a reliable tool for work and productivity. Second, to infuse a sense of excitement and leisure—a Recreation Vehicle that sparks joy and enhances recreational experiences.

During the research phase, we embarked on a comprehensive journey that included a valuable 2-day Workshop at John Deere facilities. This immersive experience provided us with an exceptional opportunity to closely examine various competitor machines at their outdoor testing facility. Furthermore, we engaged in direct conversations with operators, dealers, and engineers, gaining invaluable insights into their perspectives and expertise. This hands-on approach allowed us to gather firsthand knowledge and foster a deeper understanding of the industry landscape, ultimately informing our design process.

We then selected the most representatives’ vehicles that characterize the best in each of the key design elements ‘Work, Crossover and Recreational’. We analyzed what are their key visual features, giving us a clear understanding of the feeling created by the subtle differences in form. Understanding the market, the consumer and the needs.

Product Positioning / Strategic intent

In addition to our comprehensive analysis, we carefully examined the existing portfolio of utility vehicles, including both the utilitarian work vehicles and the fully recreational models. Our approach involved creating user personas to deeply understand the specific needs and preferences of different customer segments. We specifically focused on two key personas: the Convenience Transporter, who values functionality and practicality, and the Outdoor Enthusiast, who seeks adventure and recreational experiences. By delving into these personas, we gained crucial insights that guided our design process and ensured that our new offerings catered to the unique requirements of each user group.

Inspired by the world

To achieve a balance between Utilitarian and Recreation (the crossover balance), our design work revolved around identifying and accentuating the key elements in each of these realms. We crafted inspirational mood-boards that fueled creativity during the conceptual phase. This process entailed not only studying and comprehending the offerings of competitors but, more crucially, delving into the iconic elements synonymous with the John Deere brand. By leveraging these iconic elements, we aimed to establish a compelling brand narrative within this market segment—a distinctive identity that resonates with customers and sets John Deere apart from its peers.

Keeping the family icons alive

When collaborating on John Deere programs, it is imperative to honor the brand's rich history, iconic design elements, and underlying DNA. In our analysis, we focused on the Product Character, which encompasses the intangible attributes and metaphors that convey a distinct attitude or personality, exemplifying muscular aggressiveness in this case. Additionally, we carefully examined the design icons present in previous machines, acknowledging their significance. While respecting these established icons, our approach involved proposing fresh expressions that would drive overall design progress, striking a balance between familiarity and innovation.

We embarked on an extensive sketching process, exploring a broad spectrum of options. Initially working in grayscale, prioritizing the fundamental attributes of proportions and gestures as first read principles. Subsequently, transitioning into more detailed sketches, taking into careful consideration the distinctive John Deere brand trade-dress, engineering specifics (manufacturing constrains and part break-up) and details for both the exterior and interior including: Grille patterns, dash board, controls, roof, headlights, door, bumper, skid plate, etc... By incorporating these elements, we ensured that our designs captured the essence of the brand while embodying meticulous attention to detail.

The design development phase presented both challenges and valuable lessons. Reviewing the designs in real scale through multiple model builds proved to be instrumental in gaining insights for future enhancements. Our approach began by considering engineering constraints and ergonomics, such as operator sightlines, manufacturing processes and part break-up. We seamlessly integrated these considerations into our 3D design, following high surfacing standards, and ensuring that our vision aligned with the practical requirements of production.

A significant hurdle we encountered was the design and creation of the roof. Balancing the need for a restricted overall height while ensuring sufficient slope for effective water management posed a unique challenge. We aimed to prevent water from entering the vehicle's interior when there was no cabin, while also diverting it away from the cargo box area.

“A Surface” development in Creo-Pro Engineer and providing design feedback in different stages of Model Builds