FORD

I was engaged to create the vision for the company's crown jewels, all trucks globally. Trucks are Ford's leading revenue generator, generating about fifty billion dollars annually. My charter was to create a new way of working by crafting and introducing the process for a holistic vision for vehicles for the first time in over a hundred years.
I set and led the vision for how the design of the exterior, interior, electronic and physical user experiences and software and service products worked together in all vehicles in the truck category worldwide, including the F-150, Super Duty, Ranger, and the reinvention of the Bronco.
A significant part of this process was creating a new culture of experimentation and collaboration among groups that had not engaged with each other until now.

Here are a few examples of the work I created for Ford.

I accomplished a moonshot program that looked out further than had ever been tried and extrapolated new immediate-term vehicle lines from this program.

The TUX (Truck User Experience) moonshot looked forward 15 years through the lens of four different possibilities.

Leveraging my Disney Entertainment background, I created design studios with full-size vehicle prototypes that emotionally engaged participants in solving problems from the user's point of view.

With two studios in Detroit and one working on the same problems but on the opposite side of the earth, I leveraged methods of physical prototyping that could easily be shared.