Apr 30, 1:00 PM EDT 


Human Centered Design, Marketing and the New Ford F150: The power of working together in cross-team collaboration

In 2015, the team at Ford was given a mission to recast an F150 for a new era, by considering user experience and creating a purpose driven identity for the future. Ford’s Human Centered Design organization (D-Ford) and Advanced Product Marketing guided and successfully worked together to bring the newest F150 to the world — empowering holistic, cross-functional, and collaborative teams.


In this session, you’ll hear how the team navigated complex systems using strategic research, ethnographies, and cultural anthropologies — all the way to go-to-market strategies — and how the global teams worked together to unleash collective creativity through the coordinated effort of many people across diverse skill teams and backgrounds. Nadia and Jeff will tell the story of the new F150 through 4 key themes: rallying around the customer, new ways of working, making strategic choices, and continuous innovation moving forward.


Watch the video


Nadia Preston

Ford Motor Company

As D-Ford Experience Integration Director, Nadia is responsible for connecting customer insights into the business, working to define the intersection between desirability, feasibility and viability. With 20 years in the field, Nadia applies a deep knowledge of human factors, which has enabled her unique approach to translating, integrating and making real the diverse worlds of design and engineering. Integrating expertise in the areas of HMI, Industrial Design, Ergonomics, and Manufacturing — Nadia continues to lead complex work spanning the full spectrum of design including both strategy and development. During her career Nadia has been instrumental in leading cross functional agile teams to deliver UX content to the next generation of Lincoln and Ford products including F150, Super Duty, Ranger, and Lincoln Navigator. In addition, Nadia has created an experience development process that has become the benchmark for Human Centered Design thinking that has been adopted globally. Nadia holds a Masters’ of Science in Human Kinetics, and is in the process of completing a second Masters’ in Engineering Management.

Jeff Holt

Ford Motor Company

Jeff Holt is rapidly approaching his 35-year Ford anniversary. As NA Truck Customer Pathfinder, he is responsible for Voice of Customer and critical early product program strategic Marketing Deliverables for all future Ford Truck programs. Jeff loves Ford’s truck customers and brings passion and energy to representing their voice within the Ford Product Development community — championing a collaborative approach to problem solving. With a background across the Marketing, Sales & Service discipline, Jeff brings diverse experience and a multi-cultural perspective to organizational challenges. He currently works as Advanced Marketing Lead for the all new F-150, the soon to launch Ford Bronco, and an upcoming all new ‘White-Space’ product. Earlier career experiences have featured a significant international bias, with assignments and involvements across Ford’s Latin American and Southeast Asian growth markets. Jeff also lived and worked abroad in the late 90’s as the third expatriate on the ground with Ford’s early Russian market launch efforts. Holt is a graduate of the University of North Carolina at Chapel Hill, and also holds a Master of Business Administration degree from Duke University’s Fuqua School of Business.

Pricing & Registration

Apr 30, 1:00 PM EDT

Price: $0.00


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