Role: Design & Project Lead

Teammates: Transportation Designers (x4), UX Designers (x5), UX Researcher, Data Analyst

Situation: Ford successfully re-launched their heritage off-road brand and they needed a strategic vision to continue to guide their innovation and marketing roadmaps as they expanded their EV portfolio.

Task: The challenge was to remain true to the brand’s mission to deliver rugged adventure while also stretching and testing opportunities the brand could offer in the future. The company had to support its original user base, but also wanted to appeal to new customer segments.

Action: I led the team through market analysis, goal setting, and trend research. Then we conducted ethnographies and immersion studies so we not only understood customer needs - we had lived them ourselves. I developed ideation matrixes and similar frameworks for the designers to brainstorm a plethora of ideas, and prioritization criteria to filter our concepts. From there we built physical, digital and VR prototypes to express our design intent.

Result: We successfully created and communicated our vision to our business, design and engineering partners; and set the vision for the upcoming production programs.

Work Samples:

*Certain content was fictionalized to protect NDA