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Comfort X Design
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The Sun-Smart Collection
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Comfort X Design
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Transport In Style
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- Experience Architect -
Design Service
with Ford Motor
Partnering with Ford Motor Company to explore new products, services, and experiences related to new and existing opportunity spaces.
Our Project Rescue helps empower Ford to lead the future automobile market by consolidating brand loyalty with its core audience, allowing more accessible ownerships and creating better connected Ford community with peer-to-peer intimate interactions.
The contents of this project are subject to NDA. Images have been blurred to protect confidentiality.
EDI CORE STUDIO | WINTER 2022
Project type: Service & Experience Design, Design Research
Human-Centered Service Design studio (10wks)
My role: Service Designer, UI/UX Designer, Design Researcher
Skills: UI Design, Design Research & Synthesis, Storytelling
Sponsor: Ford Motor Company
Figma, Adobe PS & Ai, Mural, Powerpoint
Rita Wang
Experience Design
Social Impact
Auston Ferrarer
Product Design, Design Engineering
Stacy Chen
Product Design, Design Engineering
Joaquin Moeller-Luzio
Design Engineering, Entrepreneurship
THROUGH EDI'S PARTNERSHIP WITH FORD MOTOR COMPANY, WE TOOK ON A CLIENT PROJECT, BASED ON REAL INDUSTRY NEEDS, DESIRES ADN CONCERNS.
Throughout our project we navigated the complete design process, starting with a holistic research covering all stakeholders, then moving to synthesis and coming out deep insights guiding our project directions. We ideated, created storyboards repeated the process to mock up our entire service, bringing them to users to listen to their genuine feedbacks. While we focused more on user experience and innovation, we also considered the needs of Ford in current and future market, brand images and sales.
Research & Synthesis
Service Blueprint
User Interviews
Secondary Research
Actionable Insights
Framework Creation
HMW Statements
Ideate & Design
Concept Building
Feature Categorization
User Journey
User Look Feedback
Feasibility Validation
Final service
Physical Prototype
Digital Interface
Explainer Video
Branding Strategy
Future Implementation
Service Blueprint & Stakeholder Map
Our research began by looking at current user experience. We mapped out user journeys to better understand Ford's current efforts on bridging people's physical driving experience with their digital platforms in an easy and smooth approach. We identified involved stakeholders and learned about their reciprocal relationships.
Analogous Experiences
Peloton
To better design services, we explored outside the industry to find inspirations in the ways others have tackled similar challenges. We visited Nespresso, Peloton, and Amazon 4-star store and interviewed in-store staff to understand their approaches to bring customers better shopping and using experience. These immersive experiences allowed us to move beyond our expertise to see challenges with fresh eyes. In these moments, with observations and synthesis, we built new levels of understanding and empathy that helped us unlock "aha!" moments and generated ideas that we can ultimately bring to our own design challenges.
We used Point of View Statements to help frame the problem and capture the hearts and minds of people we met. The statements further helped fuel brainstorms by suggesting "how might we" statements.
「Nespresso helps users to easily refill their capsules and enjoy coffee whenever they want through online ordering, in store pickup and same day delivery by Fedex.」
「Amazon 4-star store helps people get what they want immediately without waiting for delivery through encouraging in-store grab-and-go purchasing behavior.」
「Ford's core competencies: their production techniques to achieve economies of scale to better their profits and their core efficiency to react to the influence of changing external environment.」
Ethnographic Research
We conducted 30min online interviews with 4 users in our targeted user group. Gathering lots of important observations, we understand people's concerns and tensions and synthesize 6 key themes to help us move forward. We further narrowed our design directions to 2 major themes that were most critical to our specific user group: Accessibility to infrastructure and Trust to new technology & customer service.
HOW MIGHT WE
increase the customer lifetime value of a Ford owner by making the systems that Ford future vehicle depends upon more adaptable and convenient.
Ideate & Iterate
We ideated solutions based on the design opportunities from research and iterate ideas to mid-level fidelity to present to users for further feedbacks.
User Look Feedback & Synthesis
To understand our ideas' desirability, we conducted another round of user-look feedback interviews. We debriefed & synthesized our observations and pinned down to one topline service idea we thought can serve as a step, stretch or leap for Ford. We mapped new user journey and prototyped necessary models along the way.
Bringing service to life, we figured out any disconnections between touchpoints and whether we have taken care of all the stakeholders along the journey.
Feasibility Validation
Based on the new user journey, we tackled potential tensions on different touchpoints along the service and ideated solutions. In order to increase service feasibility and viability, before we came up with final solution, we studied existing solutions in the market and used them to help validate our design. Through this approach, we further suggested Ford with possible future partnership plans to help upgrade and expand their services to meet customers' needs in a long run.
We also used 5E Framework to measure our service and ruminate what our service stands for and how it impacts customers.
ENTICE
ENTER
ENGAGE
EXIT
EXTEND
We presented a finalized service overarched by the core idea that we integrated our service into Ford’s existing service and broadened our service to invite bigger user group and face the future market.
This concept system, built with multiple touchpoints, leveraged current capabilities with strategic partnerships that enabled a new disruptive business model.
Our final service concept was summarized by user journey map to demonstrate how Ford is involved over various touchpoints both physically and digitally, and how our service key features will benefit both users and Ford along the way.
In-car Screen (SYNC)
Phone (Ford Pass)
Detailed information are blurred or unshown for confidentiality.
We incorporated our digital service to Ford existing app Ford Pass to lower using barrier and increase accessibility & familiarity. We learned from Uber's authorization process for ensuring user security to foster long-lasting relationships between Ford and its users, as well as helping Ford consolidate its brand loyalty.
Detailed information are blurred or unshown for confidentiality.
Along our service, we designed Ford infrastructure to improve and integrate our service and prototyped physical artifact (1:1 scale) to help demonstrate the idea to better bring the service to life.
Full video is unable to show out of confidentiality
In our final presentation, we acted out our service to tell a story of users' actual experience and answered questions from our Ford partners expertly.
Our service received positive feedbacks, with praise on our ability of thinking of details and bringing all scenarios to life. We beat the concerns of feasibility with thorough research and presented solid proof of how our designs will all work. Our Ford partners appreciated our efforts on considering the benefits of the users and at the same time taking Ford's long-term brand image into consideration, providing sustainability strategies to help Ford extend services, upgrade the ecosystem and expand the market to become the leader in the future of automobile.
Reflection & Conclusion
This project offered me the rare sort of “tryout” opportunity where I can see how much I can explore in a space relatively unfamiliar to me. My challenge is to design the direction, define the scope, and deliver my best and most novel work. It is very challenging to me because I continually need to check myself along the way, and ask myself: am I providing value? taking a creative path? threading the needle on desirability, viability, feasibility? designing in a way that is equitable, and sustainable? understanding what is important for the client and all of the stakeholders?
Designing a service requires so much sweats and tears, but I am glad we had so many joys along the way and big smiles towards the end.