D-Ford

Future of Mobility - Business Model Validation

Collaboration between Ford Motor Company and IDEO design consultancy to conduct user research and technical innovation towards the future of mobility with the purpose of generating, testing, and investing in new business models.

We are exploring radical ideas to disrupt, augment, remodel, and reimagine mobility for humans and the things they love. Together we are creating a future where mobility is flexible, memorable, mindful, and most of all, empowering — a basic human right and invisible conduit for access to all the world has to offer.

CONTEXT

Automakers have seen the rate of vehicle purchases decline due to shifts in generational preference, wealth, and geography (rural vs. urban). To stay relevant in the future, new mobility value propositions must be created as people still have a need and desire to be mobile without owning a personal vehicle.

THE CHALLENGE

Conduct transactional learning experiments (TLEs) to validate new business models that have surfaced through a combination of user research, future casting, and emerging technologies.

APPROACH

Conduct transactional learning experiments (TLEs) to validate new business models that have surfaced through a combination of user research, future casting, and emerging technologies.

Participated in mobility design sprints; autonomous vehicles, MaaS, artificial intelligence, and city planning

SOLUTION

Conduct transactional learning experiments (TLEs) to validate new business models that have surfaced through a combination of user research, future casting, and emerging technologies.

IMPACT HIGHLIGHTS

Contributed an array of entrepreneurial, analytical, foresight, and design skills to the development and progress of new businesses and mobility design strategy.

- Individually improved lead canvassing by a ratio of 10:1 opening dialogue with 25 target companies

- Collaborated with a small team to meet 100% of project milestones by identifying key stakeholder archetypes

- Participated in new venture design that leveraged technologies including autonomous vehicles