Ford Motor Company

Business Strategy | Experience Design | Design Research

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Ford Motor Autonomous Vehicle

Vehicle autonomy is a new paradigm in the landscape of mobility. We practiced human centered design as we defined develop Ford’s Autonomous Vehicle Digital experience. We assembled a multi-disciplinary team to develop novel experiences with business partners including Uber, Lyft, Walmart, Delta and Disney.

Our creative responsibilities include tackling technical, emotional and complex elements that requires careful and methodical integration of both frontstage experiences such as partner and customer facing products and services, and backstage products that includes Mission Control systems and software logistics.

The following are examples of our end-to-end design process:

Discovery Research

  • Led global field research to understand all touch points relating to the ride hail experience

  • Led and supported analogous research on autonomous systems to understand the relations and interactions between humans and machines

Persona Development

  • Our research team defined personas the affect both front stage and back stage products and services

Journey mapping

  • Led definition efforts to develop user journeys and blueprints

  • Collaborated with cross-functional teams to define use cases relating to both frontstage and backstage experiences

  • Led collaboration efforts to define the emotional quantification that motivated the exploration of opportunity moments

Ideation & Mapping Exercises

  • Led mapping exercises to define themes that helped develop the program’s focus areas for both products and services

  • Led ideation sprints and design thinking workshops to define solution areas that defined the programs design directives

Experience Visualizations

  • Our viz-team developed product and service provocations through multi-fidelity visualizations…to be used for experience testing, technical documentation, features assessment and stakeholder presentations

Prototyping & testing

  • Led collaboration efforts to develop learning objectives and testing plans for both frontstage and backstage experiences

  • Our prototyping team developed multi-fidelity simulations including multi-device native & web apps integrated with vehicle HMIs and partner systems

  • Performed usability & SUS testing efforts for all digital products and services

UX Design

  • Our UX design team defined interaction flows and system logic maps for both frontstage and backstage products

  • Led UX efforts to define software and hardware features for system integration

Production Design

  • Executed visual design efforts including 2D/3D elements, static/motion content and brand integration

  • Executed cross-branding efforts with Ford’s business partners

  • Our multi-sensory prototyping team integrated sound, haptics, gestures and voice interactions to develop novel experiences in support of both abled and accessibility challenged customers