Safety being a huge concern, we chose to implement our interface on a head-up display, projected onto the windshield. Such displays are always available in the driver’s peripheral vision and thus have been proven to minimize the amount of time a driver takes their eyes away from the road. So far they’ve been utilized commercially in limited application, such as speedometers and fuel guages.

Many questioned our choice to use this technology, with concerns about the feasibility and practicality. We were confident, however, that it was the most appropriate form to deliver the information. And it appears we’re not the only ones betting on the benefits. Microsoft has just recently applied for a patent for an adaptive heads-up user interface for automobiles . Read more about it here.

As we say in design, ideas are cheap, its execution that counts. Well seeing your design ideas duplicated by a major company is a nice validation of your thinking ability. I’m just looking forward to the day when I’m able to put some money behind my ideas, and execute ;)

In my opinion it is not markets that we have to thank for business’ newly emerging sense of responsibility. I think that for whatever reason (perhaps that ecological disaster is near enough now to be seen by the economy’s short-sighted vision), social and ecological awareness is starting to reach a critical mass in society, and we are seeing it manifest in both consumer and entrepreneurial behavior. This awareness is what is doing good, not greed in and of itself. The key insight being shown is that social responsibility does not necessarily mean pure altruism and is not mutually exclusive with profit-making. Also, as crucial as responsible business is, I think its important to remember that government policy stills plays a key role in the puzzle (which is a fact that Andrew Zolli’s feature mentions, just not emphatically enough).