Ford Motor Company

My Roles

Experience Design Manager | AI System Design Strategist

Autonomy in Mobility

Autonomous mobility is redefining how people, businesses, and intelligent systems interact. At Ford’s Autonomous Vehicle Digital team, I led the design and development of human-centered products that connected riders, business partners, fleet operations, and autonomous technologies into a cohesive ecosystem.

Leading a multidisciplinary team, I collaborated with industry leaders such as Uber, Lyft, Walmart, Delta, and Disney to create innovative mobility solutions tailored to evolving customer and partner needs. My work spanned customer-facing experiences as well as the operational platforms that powered dispatching, logistics, fleet management, and mission-critical decision-making behind the scenes.

Operating at the intersection of design, technology, and business strategy, I was responsible for solving complex challenges that required both systems thinking and empathy-driven design. These efforts focused on building trust, reducing operational friction, and creating seamless experiences within a rapidly evolving autonomous environment.

A key area of exploration involved agentic AI and intelligent automation. By designing systems capable of sensing, reasoning, planning, and taking action within clearly defined constraints, we investigated how digital agents could augment operations, streamline workflows, anticipate user needs, and support real-time decision-making. This human-in-the-loop approach ensured that automation enhanced, rather than replaced, human judgment—creating more resilient, adaptive, and trustworthy mobility experiences.

The following examples showcase my end-to-end design process, highlighting how user insights, systems thinking,
emerging AI capabilities, and cross-functional collaboration were leveraged to transform complex challenges
into impactful products and services.

Discovery Research

  • Led global field research to understand all touch points in the ride-hailing experience

  • Conducted analogous research into autonomous systems to study human-machine interaction dynamics

Persona Development

  • Collaborated with research teams to develop personas influencing both front stage and back stage systems. Ensured personas reflected emotional, functional, and contextual factors.

User journey mapping

  • Directed user journey mapping and service blueprint development, aligning customer needs with operational processes.

  • Defined front-stage and back-stage use cases with cross-functional teams to ensure experience alignment.

  • Led empathy and journey-mapping exercises, uncovering key pain points and opportunity areas.

  • Facilitated design-thinking workshops, transforming insights into actionable solutions.

Ideation & Mapping Exercises

  • Facilitated mapping workshops to identify design opportunities and align program priorities.

  • Led ideation and design thinking sessions to generate and refine solution concepts.

  • Partnered with cross-functional teams to drive alignment and accelerate solution development.

  • Applied journey mapping and rapid concept exploration to address complex challenges.

  • Championed collaborative exercises that fostered innovation, alignment, and stakeholder engagement.

  • Explored agentic AI–assisted ideation, using intelligent systems to uncover insights and evaluate solution paths.

Experience Visualizations

  • Managed the pre-viz team to create experience provocations using multi-fidelity visualizations

  • Developed tools for stakeholder presentations, technical documentation, and early feature evaluation

Prototyping & testing

  • Defined learning objectives and test plans across customer and operational experiences, aligning user needs with autonomous mobility goals.

  • Led multi-device simulations, integrating apps, vehicle HMIs, and partner platforms to validate seamless end-to-end experiences.

  • Directed usability research and SUS testing, driving improvements in trust, adoption, and experience quality.

  • Explored agentic AI and intelligent automation, leveraging proactive insights and workflow orchestration to support more effective decision-making.

UX Design

  • Directed UX strategy and interaction design for autonomous mobility experiences.

  • Led software and hardware feature definition, aligning user, business, and technical requirements.

  • Partnered with cross-functional teams to enable seamless system integration.

  • Explored agentic AI solutions, leveraging intelligent automation and decision support to enhance operational efficiency.

Production Design

  • Led visual design efforts across 2D, 3D, motion, and brand systems

  • Executed cross-brand integrations with Ford’s business partners

  • Managed multi-sensory teams to incorporate sound, haptics, gestures, and voice for inclusive and accessible experiences