Parrish Hanna is the global director for human machine interface at Ford Motor. Parrish and his team guide the design and development of the interior interactive experiences for all Ford and Lincoln vehicles. Through the synthesis of emerging technologies, consumer understanding, and thoughtful physical and digital design, they ensure clarity, ease of use, meaning, value, and safety. We sat down to talk more about the role of design leading up to Parrish’s keynote at CXNYC 2015.
Q: The car is a very personal object. How do human-centered design methods fit into the context of the work that you do?
A: For me, I skipped the whole design thinking thread, because that was just always how I worked and thought — this very iterative, user-centered design being informed by qualitative and quantitative understanding, continuously doing generative, iterative, formative, and evaluative measurement while progressing through research toward understanding. But what’s interesting about our space is what resonates is actually designing for experiences through the application of science, the translation to engineering, and the emotion of design. To me, ease of use and intuitiveness and task completion are just the cost of entry. Beyond that, how do you imbue this much deeper, richer emotional connection to the brand, product, or service or to the experience itself? And for us, it’s in the context of the automotive ecosystem, which is a mobility ecosystem, compared to, say, a transactional website or a retail experience.
Q: How do you go about doing that?