
Ford · ReD Associates
Reframing electrification around what truck owners actually needed
Ethnographic Research · Product Strategy · Electrification
Ford's product teams were optimizing for traditional truck specs. Our work shifted the inquiry: what structural role does a vehicle actually play in a commercial operator's life? I embedded with contractors, agricultural operators, and fleet managers — in-home interviews, ride-alongs, time at truck shows. The truck was not merely transportation: it was critical infrastructure, a mobile energy source, a tool for business continuity.
To ensure the research didn't sit on a shelf, I designed and led cross-functional alignment sessions bridging internal silos — enabling product, engineering, and finance to move forward together.
Outcome
Shaped Pro Power Onboard, bi-directional charging, and a $700M initial investment. Later expanded into a 3-year, $9M contract at Newlab.
























