Greenfield Labs — Designing a strategic product vision for Ford to go beyond cars

CHALLENGE

Investigate the multimodal transportation space to uncover future business opportunities for Ford to go beyond cars.

CLIENT

Ford Smart Mobility

YEAR

2016 – 2017

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Greenfield Labs is a partnership between Ford and IDEO, working to bring humanity to mobility by incubating new products and businesses with human-centered design.

After Ford's recent acquisition of Chariot and partnership with Motivate, Greenfield Labs was approached to investigate the multimodal transportation space and uncover future business opportunities for Ford.

As one of the founding members of the lab, I led a research and design team through:

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IMMERSION

Immersing ourselves in the multimodal transportation space to get inspired and identify design opportunities

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USER RESEARCH

Running follow-alongs and interviews to understand how people currently plan their multimodal journeys and what challenges they face

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COMPETITIVE ANALYSIS

Studying the features, flows, and interaction models of today's existing multimodal journey planning services

GUERILLA TESTING

Designing and testing physical and digital concepts with potential users and transit experts

PHYSICAL PROTOTYPING

Setting up a pop-up in a San Francisco BART station to live prototype signage and design concepts with multimodal commuters

DIGITAL PROTOTYPING

Rapid prototyping and testing everything from maps extensions to entire app experiences.

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CUSTOMER RESEARCH

Interviewing stakeholders in the multimodal transportation space (cities, public transit agencies, private transportation companies, etc.) to better understand the ecosystem and business opportunity.

PRODUCT CONCEPTS

Developing 5 product concepts and pitching them to users, city stakeholders, and potential paying customers

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PRODUCT DESIGN

Designing a commute planning tool. Inspired by our insights on commuter behaviors and needs, the product concept is designed to address the shortcomings of existing apps, planning services, and transit infrastructure.

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PRESS

The Commute of the Future? Ford is Working on it - NY Times

How Ford’s New CEO Plans To Beat Tesla, Uber, And Google - Fast Company