https://www.tiffobser.com/work daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634341647384-8QHX60ZD7ALVOYDWT5I2/NSS_Core%2BRule.png Work https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634341692510-QGFTJZEJZ1MFQIOCZMYA/NSS_Mobility%2BExperience.png Work https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634341714165-308QFYI73A1UV8PW2VV5/human%2Bscale.png Work https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634341738682-Q9Z7BF4GVHAMCTHJPXO5/NSS_Human%2BScale%2BCity.png Work https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634341820334-JK4K3O1UC8N9LQESET1E/Screen+Shot+2021-06-13+at+10.28.25+PM.png Work https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1635139472598-4SK7X52G1G9K4FS18PZF/livable_streets-donald-appleyard.jpeg Work https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633581119064-FU76NBYGBXWEWXOREC2E/Screen+Shot+2021-09-30+at+2.21.38+PM.png Work - Building the breadcrumbs to autonomy with existing vehicle technology How might we design compelling hands-free experiences that empower drivers during and beyond the journey? Explored the combined power of Driver Assist Technologies (DAT) and broad connectivity to envision a new set of in-vehicle services, bringing concepts to life with an experiential prototype to mimic hands-free driving and evaluate compelling DAT experiences that gradually extend to full autonomous driving. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634245439179-QQ47WRSOG5GWEF1IJ4PK/Screen+Shot+2021-10-06+at+11.25.25+AM.png Work - Designing a beta program to drive customer engagement and get real-time user insights How might we design and build digital experiences that continuously increase value for customers and improve our products and services over time? Designed a beta program to introduce customers to upcoming digital features, opening a dialog between Ford product teams and customers to encourage vehicle exploration and mastery. Ran a ten-day beta simulation with 26 customers, building a host of interactive assets including a website, discussion boards, chatbots, educational videos, and interactive modules as a proxy for the service to capture real-time feedback. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633548109649-XEC97GQP8OX25J9L34MZ/Ford_IDEO_Journal_02.jpeg Work - Creating an enterprise-wide customer education experience to get people excited and informed about their purchase As we sell millions of vehicles annually, how might we introduce a holistic customer education program across all service touch points? As transportation enters a new epoch of increasing ability, interconnectedness, and complexity, we need to ensure our customers, both retail and commercial, understand and utilize these capabilities to maximize the value of their relationship with their vehicles. Conducted workshops with the Ford leaders of Product, Marketing, Dealerships, and Customer Experience to establish the core tenets of our future learning strategy and align onboarding initiatives to build stronger relationships with new and existing customers. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634251282393-2O5SENC830S4T3MWRAXB/Screen+Shot+2021-06-22+at+6.54.42+PM.png Work - Defining a go-to-market AV commute service to enhance urban living in traffic-riddled Austin How might we design a shared AV service for a cross-segment of commuters that has the potential to scale as a profitable business over time? Tasked with designing a venture that AV-supported systems are uniquely qualified to serve while scaling an on-demand door-to-hub mobility service in Austin, Texas. Gathered learnings from immersive activities, shadowing riders on their commute and interviewing a broad spectrum of commuters to understand pain-points and decision-making processes that affect the adoption of new mobility services. Conceived a two-sided platform for users and customers, identifying the ideal partner profiles to go to market with. Tested prototypes with partners and created a decision-tree matrix to assess partner selection criteria. Read more here. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634255151934-9OB4UHEZGY920JSVG588/Screen+Shot+2021-10-14+at+4.44.58+PM.png Work - Creating an open and flexible software and hardware platform to accelerate prototyping for design Ford products go through significant and time-consuming design cycles, how might we test connected experiences more quickly, cheaply, and early in the product pipeline? Devised a platform for quick prototyping with an "experience prototype accelerator” that enables critical access to vehicle data with a hardware and software abstraction layer, reducing the obfuscation of vehicle technology with an IoT device, helping designers deploy integrated driver experiences and probe the customer “say-do” gap. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634345312282-96AIP2CUD6A12GMCDDCM/Screen+Shot+2021-09-30+at+1.09.27+PM.png Work - Identifying mobility portfolio synergies and growth opportunities to compete in a crowded market What opportunities in the micromobility space do we need to prioritize as we shape our portfolio and position Ford as a mobility services provider? Informed the Board of Director’s strategy on “where to play” within the micromobility space, identifying opportunity areas and envisioning products that could address those markets. Conducted user interviews, stakeholders workshops, expert interviews, and immersive research to determine where Ford can deliver maximum value for users, commercial customers, and city partners. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634345560633-BA8OHCB80WNG9E2I1DP5/Screen%252BShot%252B2021-10-12%252Bat%252B11.33.36%252BAM.jpg Work - Growing Spin’s user base by deploying form factors that address tasks currently difficult on scooters How might we use form factor innovation to attract new riders and make the service more useful to current riders? Explored user needs that are not currently served by available micro-mobility options with immersive research, in-context observations, interviews with extreme users, and transportation journey mapping. Read more here. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634329393234-MXRORNFW5JQJH3COJB76/IMG_9033.jpg Work - Reinventing the meaning of vehicle ownership to encompass security, leisure, and community How might we leverage connected in-vehicle experiences to expand relevant digital applications for F-150 owners with the intent of building stronger relationships with customers? Used human-centered design and co-creation to determine the best connected services for the Ford customer and identify new business models and opportunities for revenue and growth while influencing product and service cycle plans. Through discovery, ideation, and evaluation, the team assessed each potential service using interactive stimuli and full-production video commercials to get feedback and iterate. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634323342534-BUOQFB2X80863HPMEHJO/Cover_top.jpeg Work - Preparing an industrial car manufacturer for the digital future from the inside out How might we collaborate and work in new ways across the enterprise to innovate simultaneously in hardware, software and services? Ford is in the midst of radical change in the transportation industry as behaviors shift and the need to develop intelligent, intuitive in-vehicle services heightens with the rise of self-driving cars, electric vehicles, shared mobility, and new ownership models. We partnered with IDEO to tackle these challenges, forging a joint venture and introducing new methods and tools to champion the user's voice and uncover insights and opportunities that contribute to all phases of the design process. We scaled our Palo Alto-conceived human-centered lab across five global markets. We started here and now we're here. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634323098158-M4ZKEUC2J9DLL2IUEGGY/research_GFL.jpeg Work - Finding an entry-point to the gig economy with a service to increase customer satisfaction and employee well-being How might we reimagine a shared mobility service with best-in-class technology and service design to feed into an overarching vision for a better multimodal infrastructure? Set out to understand the needs and motivations that inform commuter mode choice and define the quality of experience in order to identify opportunity areas and inform Ford’s strategy to win a share of the market for urban mobility services. Set up and conducted research with initial provocations based on high-level themes to deepen our understanding of user needs, grouping the findings and developing insights and frameworks as a catalyst for ideation and concept development. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634329543378-0O8GVSOG0NOZJDY7CE9Z/IMG_9032.jpg Work - Developing a north star vision for meaningful and connected in-vehicle experiences for the best-selling truck How should we leverage digital, connected services to assert our dominance in the future of the full-size truck market? Reimagine the truck owners' digital experience over a 6-month engagement. The first phase focused on building deep relationships with truck owners to help articulate a mission, vision, and organizational purpose. Provided high level user insights based on primary research, design principles through synthesis, and exploratory prototypes to shape recommendations for Job 1. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634325469383-UFDK4MSVY2UKPBJ200C7/Screen+Shot+2021-06-16+at+4.44.35+PM.png Work - Usability testing for on-demand B2G shuttle service How might we work with government to provide a seamless on-demand door-to-hub mobility service? Partnered with Seattle’s King County Metro transit agency to develop and deploy a first-last mile solution to connect commuters to a Park & Ride and enable seamless journeys across public and private transportation. Our service complemented existing transit options with advance booking, app-based dispatch, and call center support. In order to ensure the success of the service, we created a localized sandbox to pilot before launch to pinpoint operational improvements and tweak service touch points. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634331580874-IX1FKBP011J3K5WC5KR1/Jeddah-Economic-City.jpeg Work - Programming a new city to seed an urban condition, attract global talent, and foster fertile exchanges How might Saudi Arabia win a share of the pie in the market for attracting global corporations, business travelers, and tourists? Developed the corporate roadmap for programs and services to serve business travelers and a blueprint for how to deliver them. Conducted immersions in business travel experiences, interviewed extreme users, service providers, employers, and core business travelers, and developed low fidelity prototype ideas to evaluate with key demographics, ultimately shaping the tourism strategy and pilot program. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634333679617-4B48LPO6SZUKPZN5D3RS/MiB2_text8.jpg Work - Designing a small business revitalization plan with broad community consensus How might we leverage technology and design to stimulate economic activity and improve safety and belonging in a Brooklyn neighborhood? Commissioned by New York City Small Business Services to identify creative strategies to ignite economic development of a long-blighted corridor in Brownsville. Developed a series of research tools to better understand the community needs and desires, training residents to conduct surveys and co-design proposals, resulting in a $100k grant from the City of New York to bring tech and design training programs into the community. https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1634333714575-T6LKR4Q83OPZHZUERCMP/Screen%252BShot%252B2021-06-13%252Bat%252B10.26.16%252BPM.jpg Work - Envisioning the future of community-driven streets and infrastructure How might we understand the human value and potential of streets across the nation, while building a movement to expand the possibilities of street form and street experience? The quality of experience for Ford's products and services is impacted by their context - our streets. We set out to understand that context and formulate a vision for streets that captures their value and potential, conceiving and launching a grassroots movement and nonprofit organization to shake up and loosen hardened national mindsets about how streets are designed, how they work, who and what they work for. We designed a curriculum to help communities uncover and embrace the values they share and widen the understanding of the possibilities of streets. Read more on our website and this New York Times article. https://www.tiffobser.com/approaches daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633560635242-HBH9AQHX6RUO1PEZGIP0/Delivers-access-to-opportunity.png Approach https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633560660029-UM9Q5L09UCZSO2AC20Y8/Invites-participation.png Approach https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633560682668-MXH6CUZI41VZB1RJP6HV/Forgives.png Approach https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633560733352-F6Y6UXB7579IP6P6MGHY/Is-shared-with-others.png Approach https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633560793263-2WQZDYVAG6GJ0BN5H5KE/Embraces-the-human-scale.png Approach https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/1633560880281-Z6N1XOH4T18ZBLIMLZ2N/Optimizes-for-place.png Approach 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https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/421a206c-2392-4560-9495-bdaea3ccc356/Screen+Shot+2021-12-22+at+5.53.54+PM.png Case Studies - Creating connected in-vehicle experiences to help drivers acclimate to hands-free driving Research Lead - Service Design, Strategy, UX/UI, Brand https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/d4049873-b0af-4db7-bb05-2ccee073ff39/wix.jpg Case Studies - Building out the digital strategy for the best-selling vehicle in America Research Lead - Strategy, UX/UI https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/425dd91a-804a-4d77-841f-13594751385a/wix2.png Case Studies - Defining an AV commute service to enhance urban living in traffic-riddled Austin Design Lead - Service Design, UX/UI https://images.squarespace-cdn.com/content/v1/614a530205dcd00854698608/676e0502-a7b9-40ed-b74c-f8e38d0203a2/Screen+Shot+2021-10-06+at+11.25.25+AM.jpg Case Studies - Designing a learning program to acquaint 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