Driving Innovation:
A User-Centered Strategy for Future Pickup Truck Experiences
Project Type
Experience Strategy & Research
Date
2023-2024
The pickup truck has long been an icon of capability, durability, and rugged performance. But as customer needs evolve, so must the experience. This project focused on reimagining the legacy truck experience of the F-150—bridging the gap between traditional truck owners and a new audience seeking versatility without compromise.
Our goal was to expand the customer base by designing an experience that retained the power and utility of a truck while incorporating the comfort, convenience, and modern features expected in an SUV. Through user-centered research and strategic design, I worked to uncover key customer motivations, identify opportunities for innovation, and guide the development of experiences that seamlessly integrate into users' lives.
By leveraging ethnographic research, journey mapping, and iterative validation, I helped shape a product that not only meets the needs of existing truck owners but also resonates with those who have never considered a truck before—ensuring that the next generation of this vehicle is as aspirational as it is functional.
The goal: Creating a seamless, user-centered experience for a next-generation pickup truck.
My role: Leading research and strategy to define user needs and guide product development.
Research & Discovery: Understanding the Customer
Ethnographic research
Key Takeaways
Defining the Experience:
Translating Insights into Strategy
Journey maps, personas, customer profiles- how these guided product vision
Identified opp areas for innovation, with focus on impact
Concept Validation & Prioritization:
Refining the Vision
How you evaluated concepts with users and prioritized based on feedback.
Key insights that shaped final experience decisions.
Implementation & Execution:
Bringing Strategy to Life
Creating user requirements to align design, engineering, and business goals.
Collaborating with engineering teams to implement and refine solutions
Outcomes & Reflections
The impact of your work (broad, non-confidential results).
Key takeaways on strategy, research, and cross-functional collaboration.