Ford
Product and communication strategy for the next generation of in-vehicle experience.
We helped Ford redefine the 'signature moment' of the new IVI in 8 weeks, and the insight-driven alignment geared up the progress of product development.
People feel isolated inside the cockpit and crave a stronger connection to the outside world.
Partnered with Ford China to explore future mobility experience and HMI creative strategy, transforming early innovation concepts into validated 27-inch IVI (In-Vehicle Infotainment) interaction models, visual direction, motion/video prototypes, and stakeholder-ready product storytelling. The project bridged consumer insight, emerging technology, software experience, motion/video storytelling, and product-development alignment.
Challenge
The team needed to turn abstract innovation ideas into a differentiated in-vehicle signature experience for Gen Z, while proposing a mobility lifestyle that could resonate with future market audiences. The challenge required connecting brand values, human behavior, large-screen UI/UX, social entertainment, safety, spatial interaction, and technical feasibility into a clear product and brand experience direction.
Solution
I led the team to turn 8 abstract innovation ideas into a tangible 27-inch IVI experience package: 12+ visible concepts, scenario narratives, user flows, wireframes, clickable prototypes, a video demo for the launch event, and experience design principles. These outputs helped Ford move from divergent ideas to a clear signature-experience direction by showing how Gen Z drivers and passengers could navigate as co-pilots, stay socially connected, access real-time context, and document journeys while balancing usability, safety, brand value, and technical feasibility.
Impact
Helped Ford redefine the 'signature moment' of the new IVI in 8 weeks. The insight-driven alignment accelerated product development and shaped concepts such as co-pilot mode, gaming-like interaction, and camera/documentation experiences for the 27-inch screen. Beyond the final concepts, the prototypes and user insight narratives also elevated internal discussion around in-cabin entertainment, helping Ford teams debate experience value, technical feasibility, and future mobility behaviors with greater clarity.
About
Ford China
Ford ranks No. 19 on the 2025 Fortune 500. Its China operations wholesaled approximately 438,000 Ford, Lincoln, and JMC vehicles in 2024. In one of the world’s most competitive automotive markets, Ford has localized intelligent cockpits, AI-powered connectivity, over-the-air updates, and vehicle-to-infrastructure technologies around the behaviors and expectations of Chinese drivers.