E-HAZE

2016

Design for the environment

Personal project
Product design / Interactive design

The smog probelm is more and more serious while people are losing confidence in the
urban environment. Electric vehicles are environmentally friendly, but the diffusion of
EV is not going well because people have not understood the advantages of EV.
If EV can be linked with solving the smog problem, people who suffer from the poor
effects of smog will take EV into account when purchasing a ride.

INSIGHT 2

VICIOUS CYCLE

THE DUFFSION OF CHARGING STATION ALL OVER THE WORLD

Tesla is one of the most famous EV company in the world, so I designated it as the research object.

If the number of EV
drivers rises, there will
be merchants to build
charging stations.

Opportunity

INSIGHT 1
If the sales of Tesla
rise, there will be
more EV drivers.

Supercharger stations in Asia

Supercharger stations in Europe

Opportunity
No benefits
for building

Supercharger stations in North America

THE JOURNEY TO BUILD A PRAVITE CHARGING STATION IN CHINA

GOVERNMENT

USER

TESLA STORE

Citizen
Consciousness
High-end

Show off

Purchase

Driver

Get a Tag

The government does not

give Tesla drivers EV tags.
They have to join the Tag
lottery to get one.

Low-end

All Tesla drivers are highend users, they are rich and
educated. They either prefer
Tesla very much or want to
contribute to environment.

CONSTRUCTION

Planning

Fire Department
Get Equipment

The State Grid

Community

Construction

No one
wants to
buy EV

Weak sales

According to research, building a private charging station is extremely difficult for Tesla drivers. Only a
few people can succeed due to the complexities involved and the wide variety of department needs.
The expansion of Tesla China depends on the conditions of the community.
Not all parking areas can
be built with charging
stations. Viability depends
on the distance between
the parking and the electric
wire.

Tesla provides equipment

free of charge. However,
the consumer must hire a
professional to install it.

Limited
charging
stations

Built

Old Community

Test drivers are very

important, they can provide
the potential user with real
driving experience.

Building
charging
stations in
China

Limited
EV drivers

New Community

Renew

Others

Tag Lottery

Having a parking

TESLA STORE

Test Drive

Enthusiast
EV Tag

COMMUNITY

No one
builds

Competitors

ble
fita s
o
r
n
p
un atio
ing ng st
d
l
i
i
Bu harg
c

Tesla owners have to deal

with the community, the
fire department, the State
Grid and the construction
team to make sure they can
process the building.

Opportunity

Manufactures

INSIGHT 3
If Tesla can be linked to
solving social problems
or environmental
problems, sales will rise.

Ma Prom
rke
tin otion
gs
s
tra
teg

Policy to engage

Government

THE HISTORY MAP

INTERVIEW FINDINGS

According to the history map, the political and economic circumstances in China are friendly to Tesla Motors these
years. Besides, the environmental problems such as smog are more and more serious but people have not realized that
EV can help solve the smog problem.

After analysing the history map, I chose the environmental problem as a breakthrough. And I interviewed people who are living
in Beijing where the smog problem is very serious, in order to explore their deepest thoughts.

First state grid

bus station in
Guangzhou
INDUSTRY
ACTION

ENVIROMENT
Days with smog

State grid started

to build public
charging station all
over the country

2009

POLITICS

3-year plan for EV

TECHNOLOGY

Lithium battery
factory was built
at Tianjin

SOCIETY

ECONOMY

Financial aid

Sinopec
planned to
build charging
stations

BYD first
released EV

Potevio
started to
build charging
stations

Fast and slow

charging
released

2010

2011

10-year plan for EV

First personal
charging station
in Shanghai
The world
biggest charging
station in Beijing

2012

2013

Beijing Blue Sky

Plan

EV Tag in Beijing

Tesla released in
China and private
capitals can build
charging stations
Real estate
company
entered the
market

2014
Free EV Tag in
Shanghai

National lithium
battery research
center was built at
Tianjin
EV show at
Shanghai

EV show at Hainan

First EV consumer
in Beijing

Government loans
for enterprise

60 billion CNY
on EV technique
research

Increase financial
aid

History map of diffusion charging station in China

Smog reduces the quality of my life and I am not

sure the air problem will be solved in future.

78 EV took place at
Autoshow Beijing

I feel helpless when I have a sore throat caused

by the heavy smog.

I'm so worry about my physical state but what

can I do?
Tesla sales
weak in China

2015
EV are free
from the traffic
restriction in
Tianjin

NAME: Wu Qiang
AGE: 27
RELATIONSHIP: Single
OCCUPATION: Product manager
LIVING: Renting flat
ROOMMAT: 1
LOCATION: Beijing

2016

CQC cooperated
with Tesla for
building charging
standards

BIO
Since he graduated from university, Wu Qiang has been
living in Beijing for 5 years. He has chronic pharyngitis and
is sensitive to smog. As a young employee in an internet
company, Wu pays a lot of attention to his quality of life.
He jogs every morning and often goes to the gym on the
weekends. Sometimes he goes to a cafe to relax and read.
He also likes hiking, photography and camping. In addition,
Wu is interested in electronic products and creative things,
and follows their development online.

I want to know the specific measures that the

government is taking .

Smog makes me upset when I am jogging

-Morning jogging is good for my health and I want to keep in shape by jogging.
-The smog makes the road unclear and hurts my throat. Maybe jogging in smog will damage my respiratory
system and I do not know if I should continue the habit.

I'm not sure some measures have been taken

-The government has claimed to try its best to solve the smog problem many times in recent years, but I cannot
see any practical effect in my daily life.
-I want to know the specific measures that the government is taking or if there are some other groups working on
the problem.

I do not know if the air problem will be solved

-The air problem has yet to be solved and there is still plenty of smog. Ive lost confidence in conditions getting
better. Maybe the problem will never be solved.

IDEATE

THE CONCEPT DEVELOPMENT

After analysis, it is a good idea to build a smog monument which can show the contribution made by Tesla EV to solving the smog
problem. The monument will boost people's confidence in the environment as well as give a favorable impression of Tesla in order to
help promote EV.
Stage1 LINK

Stage2 BOOST

Stage3 DIFFUSE

Visible effect

No benefits
for building

SMOG

The significant smog

problem makes people
lose confidence in life

Ho

io
lat
so

pe

r
we
Lo

ise

Link EV
to smog
problems

no

Hi
effi gher
cie en
nc erg
y
y

Zero emission

n
Co
Boost
confidence

Re

lia

st
Tru

e
on
No ilds
bu
Diffusion of
EV

bil

ity

Inspiration

We

ale

s
ak

No one wants
to buy EV

Lim
ch ited
sta argin
tio g
ns

Concept map

EV

With the synonym such as lower

noise, zero emission and higher
energy efficiency, electric vehicles are
environmentally friendly. It is reasonable
to link EV to solving the smog problem
which is doing harm to people's physical
fitness as well as their confidence in the
environment.

Lim
dri ited
ve
rs EV

To boost people's confidence in the

environment, nothing is more direct
than visible effect of environmental
enhancement. Visible effect can bring
hope and consolation to people so that
they will be inspirated and firmly believe
that the smog problem will be solved.

When persuaded that EV can help solve

the smog problem, people who are
suferring smog will prefer EV as their new
rides. As soon as electric vehicles diffuse to
the consuming public, the vicious cycle of
building charging stations will be broken.

DIFFUSION STEPS

DESCRIPITION

EV is an innovation, however, the public needs a process to know and accept it. It is through which an individual passes from first
knowledge of an innovation, to forming an attitude toward the innovation, to a desicion to adopt or reject, to implementation of the
new idea, and to confirmation of this decision.

LIGHT BEAM

Communication Channels

Innovation

Knowledge

Persuasion

Decision

Implementation

Adoption

IN CHINA

Continued Adoption

Rejection

Duffsion of EV in China

During the Innovation-Decision process, correct knowledge and effective persuasion of the innovation
are vital. Therefore, a product which can show the significant environmental contributions made by EV
will persuade the consuming public to choose EV as a ride in the first place.

REAL TIME DATA

The data in real time shows
the contribution of EV
directly and boosts people's
confidence in solving the
smog problem.

AIR QUALITY INDEX

GREY GLASS

Later Adoption

How to change?

TESLA

Confirmation

The light beam which can

be seen far away at night
can give confidence and
consolation to citizens that
there are some groups, like
Tesla, are striving for the
smog problem.

Date
Served EV (n)
Total mileage (km)
Electric energy (KWh)
Petrol reduction (L)
Blue sky addition (s)

Discontinuance

TESLA HISTORY

Continued Rejection

2003 Tesla Motors started.

2008 The first Tesla
Roadsters were delivered
to purchasers.
2010 Tesla Motors became
the first listed company of
EV in the US.
2014 Tesla Motors came
into China.

The transparent grey glass

adds a filter of smog to the
scenery behind it, showing
what the scenery would
be like without EV. People
can compare the current
scenery with the former
one and understand the
contributions of Tesla.

CONCEPT DESCRIPITION

THE EFFECT

400

DATA COLLECTION

No glass

2250

Grey glass

360

3000

3000

Reality
People can compare the current scenery
with the former one visually and feel the
contribution of Tesla.

2350

Filter
500

The transparent grey glass adds a visual

effect of smog to the scenery behind it,
which shows the previous condition of air
without EV.

Collect informations from all the EV chargers around the city and transform them
into datas on the glass screen of the smog monument.
To take "Tesla Model S 60kWh" as an example.
It can run 400 kilometers with the full electric energy of 60kWh.
That is to say the 100-kilometer electric energy consumption of Model S is 15kWh.
If the fuel vehicle of almost equal quality spends 10.5L for 100 kilometers, a fullenergy Model S can save petrol of 42L for 400 kilometers.
According to the National Exhaust Standard for automobile pollution,
every fuel vehicle is allowed to exhaust:
CO 815.13g/100km
NOx 1340.44g/100km
CnHn 134.04g/100km
PM 4.5g/100km
We can estimate that the PM reduction of a full-energy Model S is 18g.
According to the annual environment bulletin of 2013, the total PM discharge in
Beijing area is 6.67104 tons.
The time of blue sky extension in Beijing is:
18g
6.671010 g
365246060s

= 0.0085s

Also, CO and NOx can turn to a lot of PM , and some research data indicates that the
emission load of PM from vehicles accounts for 58% of PM in Beijing. If all of fuel
vehicles are replaced with electric vehicles, people in Beijing will not suffer smog at
least 6 months every year.

HmmWe should think about

an electric vehicle, It might be our
next option.

Look! Electric vehicles can

reduce PM 2.5.

I have scheduled a test

drive of Tesla.