In a nutshell
Brief
Electric vehicles introduce new behaviours and responsibilities for rideshare drivers. Beyond driving, users must manage charging schedules, track earnings, maintain safety, and continuously plan their day.
Discovery
This project explored how Ford could create a proactive companion experience that understands driver behaviour and provides timely guidance, recommendations, and support throughout the day.
Solutions
The outcome was a validated VaaS concept that reduced cognitive effort for drivers.
- Reducing Planning Complexity
- Building Confidence for Every Journey
- Creating Opportunities for Growth
The Personas
Alisha
A college student using ride-sharing as a flexible source of income.
Challenges
- Limited time availability
- Financial planning
- Finding high-demand opportunities
- Maintaining motivation
Eddie
A multi-income rideshare driver balancing ride-sharing, education, and food delivery.
Challenges
- Managing multiple income streams
- Tracking progress toward goals
- Planning charging around work schedules
- Maintaining personal safety
Strategy & Concept
Designing Around Behaviour, Not Features
Rather than creating another vehicle-management application, the strategy focused on understanding how drivers behave throughout their day and designing around those behaviours.
Design around daily driving behaviour
Help drivers optimise earnings
Reduce active planning effort
Improve service discoverability
Proactively suggest relevant actions
Design Principles
Serendipitous Discovery
Surface useful services and opportunities naturally.
Visible Progress
Help drivers visualise earnings, goals, and achievements.
Contextual Assistance
Deliver the right information at the right moment.
Reduced Cognitive Load
Remove unnecessary planning and decision-making.
What Matters Most
Across both personas, five themes consistently emerged:
-
Physical Security - Financial Assuredness
- Confidence to Optimise
- Pride in Their Business
- Balanced Wellbeing
The crafted experience
EV Charging Assistant
Designed around the driver's daily routine, helping them make informed charging decisions without interrupting their workflow.
- Reduces range anxiety and removes uncertainty around charging decisions.
- Improves EV ownership confidence and strengthens engagement with Ford's connected ecosystem.
Crowdsourced Driver Intelligence
Allows drivers to discover high-demand areas and share insights with the wider driving community.
- Helps drivers make smarter decisions and uncover earning opportunities.
- Creates a network effect, increases engagement, and encourages recurring platform usage.
Goal Coach & Progress Tracking
Enables drivers to create goals, monitor progress, and stay motivated through gamified experiences.
- Transforms abstract financial goals into visible, achievable milestones.
- Increases retention, encourages repeat engagement, and promotes long-term platform adoption.
Driver Safety Toolkit
Provides immediate access to safety features and assistance.
- The "Request an emergency call" capability offers reassurance during vulnerable situations.
- Builds trust, improves perceived product value, and strengthens brand loyalty with a sense of security and support when drivers need it most.
Design Impact
By designing around real driving behaviours, the concept reduced friction, uncovered new service opportunities, and established a foundation for future connected mobility experiences.
Charging Confidence
Improved confidence in managing charging routines around daily schedules.
Service Discovery
Increased awareness and discoverability of relevant driver opportunities.
Driver Engagement
Higher engagement through goals, progress tracking and recommendations.
