CLIENT
Ford, Greenfield Labs
INDUSTRY
Autonomous Vehicle (AV)
TEAM
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1 Motion Product Designer (me)
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1 Director of Product
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1 Marketing Lead
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1 Product Manager
ROLES
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Product Design
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Illustration
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Graphic Design
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Motion Design
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Prototyping
TOOLS
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Figma
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Affinity Designer
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Principle for Mac
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After Effects
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Asana
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Slack
DURATION
2018
BRIEF
With AVs coming available to the mass consumer market soon, I had to put my Star Wars goggles on and create blue sky concepts for the far term then bring them back to reality for the near term.
GOALS
Streamlined presentation to grab expo visitor's limited attention spans by using succinct and more empathetic non-technical language that a user can easily understand.
WHAT I DID
I came in on emergency taking over a mess previous UX Designers had left was not an easy handoff. I had to inherit many different design styles that had been created by other previous designers. Nevertheless, I:
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Documented User Flows: Got first hand user insights from Facebook product managers, community managers and interns giving me a clear, step-by-step breakdown of the paths users take within the community portal to complete specific tasks.
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Created Personas: I carried out interviews gathered and analyzed data through research methods—user interviews, surveys, competitive analysis, and stakeholder insights. This data was synthesized to identify patterns and common themes among users, such as shared demographics, behaviors, goals, and pain points using shared ride apps.
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Created Design System: Revamped the design with modern styles and animation that brought the future feel you come to expect from the autonomous vehicle (AV) industry.
By having a hybrid background in graphic and motion design, I was able to save time and monetary resources to help the stakeholders convey their vision to the press and the elite demographic potential users that Ford was a strong contender in the AV industry.
MED-TECH COMPLIANCE
WHAT I DID
I came in on emergency taking over a mess previous UX Designers had left was not an easy handoff. I had to inherit many different design styles that had been created by other previous designers. Nevertheless, I:
-
Documented User Flows: Got first hand user insights from Facebook product managers, community managers and interns giving me a clear, step-by-step breakdown of the paths users take within the community portal to complete specific tasks.
-
Created Personas: I carried out interviews gathered and analyzed data through research methods—user interviews, surveys, competitive analysis, and stakeholder insights. This data was synthesized to identify patterns and common themes among users, such as shared demographics, behaviors, goals, and pain points using shared ride apps.
-
Created Design System: Revamped the design with modern styles and animation that brought the future feel you come to expect from the autonomous vehicle (AV) industry.
By tackling these issues directly, I improved the overall product experience and also helped create a more user-focused, scalable base for our work.
RESULT
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MVP Successfully Launched: Led design and product strategy that digitally captured all FDA forms to eliminate and mitigate multiple entry errors using machine learning and AI to help the user optimize FDA compliance with minimal effort.
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A user-centered approach: that resonated with early adopters. Collaborated closely with development to streamline workflows and implement key features based on real user feedback.
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Scaling the Team: Played a pivotal role in hiring and onboarding offshore teams—designers, engineers, product managers
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Accelerating Execution: ensuring alignment between design, product, and business goals.
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Product & Strategy Leadership: Worked closely with stakeholders during our first sales cycle to refine the value proposition, translating customer insights into product enhancements that drove adoption and positioned us for growth.
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System Maintenance: Built an intelligent system able to maintain these livable documents by setting time based procedures that needed to be regularly maintained in order to stay within the FDA regulatory guidelines.
WHAT I DID
I came in on emergency taking over a mess previous UX Designers had left was not an easy handoff. I had to inherit many different design styles that had been created by other previous designers. Nevertheless, I:
-
Documented User Flows: Got first hand user insights from Facebook product managers, community managers and interns giving me a clear, step-by-step breakdown of the paths users take within the community portal to complete specific tasks.
-
Created Personas: I carried out interviews gathered and analyzed data through research methods—user interviews, surveys, competitive analysis, and stakeholder insights. This data was synthesized to identify patterns and common themes among users, such as shared demographics, behaviors, goals, and pain points using shared ride apps.
-
Created Design System: Revamped the design with modern styles and animation that brought the future feel you come to expect from the autonomous vehicle (AV) industry.
By tackling these issues directly, I improved the overall product experience and also helped create a more user-focused, scalable base for our work.
RESULT
-
MVP Successfully Launched: Led design and product strategy that digitally captured all FDA forms to eliminate and mitigate multiple entry errors using machine learning and AI to help the user optimize FDA compliance with minimal effort.
-
A user-centered approach: that resonated with early adopters. Collaborated closely with development to streamline workflows and implement key features based on real user feedback.
-
Scaling the Team: Played a pivotal role in hiring and onboarding offshore teams—designers, engineers, product managers
-
Accelerating Execution: ensuring alignment between design, product, and business goals.
-
Product & Strategy Leadership: Worked closely with stakeholders during our first sales cycle to refine the value proposition, translating customer insights into product enhancements that drove adoption and positioned us for growth.
-
System Maintenance: Built an intelligent system able to maintain these livable documents by setting time based procedures that needed to be regularly maintained in order to stay within the FDA regulatory guidelines.
RESEARCH
Research methods: User Interviews, Personas, Key insights gathered
FLOW
Mapping the rider/user habits
FRAMEWORK
User insights from a press release gathering. Wireframing early protoypes
PROTOTYPE
Live interactive prototypes set on large touch screen LED TVs
IMPACT
Created a digital experience that can express what the future UX can be with a tangible solution to the demographics of the Miami elite and press executives.
100%
Press, Investors very engaged
7
OUT OF
10
Would use the AV Taxi Service
100%
Ease of use, no hand holding
RESULTS
How design improves the overall experience