Ford Motor Company

My Roles

Experience Design Manager | Design Strategist

Autonomy in Mobility

Vehicle autonomy is a new paradigm in the landscape of mobility. I led human centered design efforts and product development in Ford’s Autonomous Vehicle Digital team. I managed a multi-disciplinary team to develop novel experiences with business partners including Uber, Lyft, Walmart, Delta and Disney.

My 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 my end-to-end design process:

Discovery Research

  • I 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

  • Collaborated with the research teams to define 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

  • Managed the viz-team to develop 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

  • Managed the prototyping team to develop multi-fidelity simulations including multi-device native & web apps integrated with vehicle HMIs and partner systems

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

UX Design

  • Managed the UX design team to define 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

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

  • Led design execution of cross-branding efforts with Ford’s business partners

  • Managed multi-sensory design teams to integrate sound, haptics, gestures and voice interactions to develop novel experiences in support of both abled and accessibility challenged customers