rodo h orellana

Selected work / Ford Motor Company (US)

Ford — Access Tomorrow Today

A gamified recruitment experience repositioning Ford as a mobility-technology brand.

Delivered a fully interactive proof-of-concept on a tight schedule, using AI-assisted design pipelines.

  • Multi-tier Gamified experience architecture
  • Accelerated PoC delivered via AI-assisted pipeline
Line-illustration of a future mobility city — EV charging points, wind turbines, trams, bikes and scooters connected across a skyline, closing on the Ford wordmark.

At a glance

Client
Ford Motor Company (US)
Sector
Automotive · Mobility technology
Product
Gamified recruitment experience & UX PoC
Role
Co-lead product design (transatlantic agency cohort)
Team
Grounded World (US), Nouance Studio (UK), Rocketvan
Platforms
Interactive web experience

Confidentiality Client-approved summary. Concept work shown at an appropriate level.

What it was

Access Tomorrow Today was about changing how elite engineering talent sees Ford — from a heritage carmaker to a mobility-technology company worth building a career at. The way in was a multi-tier, gamified recruitment experience.

What I did

I co-led the product design across a transatlantic agency cohort. I ran the technical feasibility checks, wrote the UI specs for the outside developers, and helped shape the gamified experience itself.

The decision that mattered most

Prove it interactively, and fast. Rather than pitch static concepts, we built a fully interactive proof-of-concept, leaning on AI-assisted design pipelines to compress the timeline while keeping the whole thing credible.

Where it landed

A fully interactive PoC, delivered on a tight schedule, that showed the repositioning idea working end to end.

Mobile screen of Ford's gamified 'Next-Gen EV Fleet Challenge': a Next-Gen Transit Sizing tool with an exploded electric-bus battery pack and configuration sliders for pack size, cell chemistry, voltage system, thermal management and unit cost, set against a Shanghai–Nanjing mobility skyline.
We turned recruitment into the actual work. Instead of filling in a CV form, a candidate sizes a next-gen EV battery pack, trading off chemistry, voltage, thermal load, and cost — so Ford gets to see how they think, and the challenge itself makes the mobility-technology case.
Two team members mapping the experience architecture on a whiteboard, with mobility icons illustrated above them.
We proved the concept the way we'd actually build it — mapping the gamified journey and running technical feasibility checks before committing any pixels — so the interactive PoC stayed believable on a short timeline.