Ford Drive
Experience Designer, Strategist
Supported product launch as experience design strategist and research, with a focus on customer experience and feedback.
YEAR
ROLE
TEAM
SKILLS
BRAND
2021 - 2023
Experience Designer, Strategist, Design Researcher
Ford Next
Experience Design, Strategy, Marketing, Customer Care, Operations, Research
Designed services for new business venture (Ford Drive), maintaining consistent customer and brand experience.
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Collaborated with stakeholders (Brand, Marketing, Customer Care, Engineering, Business Operations, etc.) for a successful product launch and improved operational processes post-launch.
Facilitated customer feedback collection (NPS), developed research plans, and delivered research reports to inform product roadmaps.
Created frameworks for understanding customer experiences, touchpoints, and business models, as well as end-to-end user journey map and to identify opportunities for business growth.
Developed & executed marketing customer retention plan, including copywriting, distribution, and monitoring feedback.
How might we . . .
empower ride-hail drivers to level-up their business by delivering smart information, a sense of community, and access to sustainable driving without the hassle of ownership?
Insights
Ridehail, Gig Driver Painpoints
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Lack of information about the true costs in their business
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Drivers must 'go it alone' with limited support from TNC's
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Suboptimal, high cost of an approved vehicle makes it difficult for some to participate
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Rising gas prices and cost of ownership
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Stigma of being a ride-hail driver
Ford Needs
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Increased demand and usage of EVs
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Improved perception and appetite for EVs
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Explore new business models and opportunities in the mobility space
Uber, TNC Provider Needs
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Increased EV drivers in fleet of ridehail drivers
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Improved popularity with customer base
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Partners in the automotive space
Key Activities & Iterations
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Service Design Blueprinting
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Journey Mapping
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Body storming
Results & Impact
The business successfully launched, and has since grown to serve 2 other major cities in California.
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Additional research identified opportunities for the business to grown and develop a roadmap of increased product offerings. Presenting those findings in December 2022 led to the development and offering of the following:
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- a customized app for FordDrive customers to manage their lease, launched October 23rd, 2023​
- leases including insurance, launched December 6th, 2023