Ford Motor Company

My Roles

Experience Design Manager | Design Strategist

Autonomy in Mobility

Autonomous vehicles represent a new frontier in mobility…and with it, new challenges in design, experience, and trust. At Ford’s Autonomous Vehicle Digital team, I led human-centered design efforts and product development across both front stage (rider and partner facing) and back stage (logistics and control systems) experiences.

I managed a multidisciplinary team and collaborated with key partners such as Uber, Lyft, Walmart, Delta, and Disney to explore and define unique partner experiences and products.

My role demanded a balance of creative vision and technical implementation, addressing complex, emotional, and system-level challenges through thoughtful design integration.

Below are examples of my end-to-end design process:

Discovery Research

  • Led global field research to understand all touch points in the ride-hailing experience

  • Conducted analogous research into autonomous systems to study human-machine interaction dynamics

Persona Development

  • Collaborated with research teams to develop personas influencing both front stage and back stage systems. Ensured personas reflected emotional, functional, and contextual factors.

Journey mapping

  • Directed the development of user journeys and service blueprints

  • Defined front stage and back stage use cases in collaboration with cross-functional teams

  • Led exploration into emotional states that revealed key opportunity areas

Ideation & Mapping Exercises

  • Facilitated mapping workshops to identify design themes and program focus areas

  • Led ideation sprints and design thinking sessions to generate and evaluate solution pathways

Experience Visualizations

  • Managed the pre-viz team to create experience provocations using multi-fidelity visualizations

  • Developed tools for stakeholder presentations, technical documentation, and early feature evaluation

Prototyping & testing

  • Defined learning objectives and test plans across front stage and back stage systems

  • Oversaw development of multi-device simulations, integrating native/web apps with vehicle HMIs and partner platforms

  • Led usability studies and SUS testing for all digital touchpoints

UX Design

  • Directed the UX team in developing interaction flows and system logic maps

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

Production Design

  • Led visual design efforts across 2D, 3D, motion, and brand systems

  • Executed cross-brand integrations with Ford’s business partners

  • Managed multi-sensory teams to incorporate sound, haptics, gestures, and voice for inclusive and accessible experiences