Mustang
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Production Vehicle
FORD MUSTANG -CRAFTING A LEGENDARY USER EXPERIENCE FOR AN AMERICAN ICON
In 2019, Ford invited Pull to help reimagine the user experience for one of its most iconic and beloved models—the Mustang. This wasn’t just about modernizing a classic; it was about honoring its legacy while pushing its potential even further.
Our goal was to create moments of delight for drivers at every turn. We focused on making the base model a standout option while giving higher trims irresistible must-have features. The competition was fierce—Chevrolet Camaro and Dodge Challenger were already crowd favorites—but we aimed to make the Mustang more than just another option. We wanted it to be the option.
To make this vision a reality, we identified UX opportunities that would add more than functionality—they’d add joy. From interactive controls to elevated in-car experiences, every feature was crafted to feel like part of the Mustang's spirit. We weren't just designing features; we were shaping moments that make driving feel unforgettable.
PROCESS
Designing a user experience for an icon like the Mustang requires a process that’s just as bold as the car itself. Our approach wasn’t just about following steps—it was about crafting moments that matter at every phase of the journey. Here’s how we made it happen:
Exploration & Insights: We started by gathering insights from consumer ethnographies and stakeholder interviews. These conversations weren’t just about gathering data—they were about uncovering the "why" behind user behavior. These insights gave rise to Experience Themes that became the foundation of the entire process.
Framing the Challenge: Early in the process, we articulated a key question to guide every decision: “How might S650 activate experiences that unleash the next generation’s superpowers?” This guiding principle served as a red thread, ensuring every experience was bold, forward-thinking, and user-centered.
Experience Mapping & Co-Creation: Using our Experience Themes as a starting point, we identified four key Experience Opportunities. From there, we crafted two customer journeys with highlighted Moments that Matter—the small, impactful moments that shape the entire driving experience. These journeys were tested and refined through internal workshops and co-creation sessions, bringing in diverse perspectives to perfect each touchpoint.
Prototyping & Testing: We moved from theory to action by building a series of digital and physical prototypes. These prototypes weren’t just concepts—they were tools for participatory design sessions with end-users. This hands-on approach allowed us to refine features in real time, ensuring each design choice was driven by feedback from the people who matter most: the users.
Our process wasn’t linear—it was iterative, collaborative, and deeply focused on creating experiences that feel as powerful and exhilarating as the Mustang itself.
JOURNEY POSTERS
Every Mustang driver has a story, and these Journey Posters capture the distinct ways people connect with their cars. Each poster highlights the unique experiences that drivers seek—from everyday practicality to the thrill of a solo escape. Here’s a glimpse at these key journeys:
These Journey Posters helped us visualize how every driver interacts with their Mustang in deeply personal ways. By mapping out these core journeys, we identified design opportunities that allow each of these moments to feel intuitive, seamless, and unforgettable.
EXPERIENCE ENABLERS
The Approach
WELCOME LIGHT
Your Mustang knows when you’re near. Exterior lights activate automatically, giving you a subtle, personalized welcome that feels more like an invitation than a feature.
Welcome Light: Your Mustang knows when you’re near. Exterior lights activate automatically, giving you a subtle, personalized welcome that feels more like an invitation than a feature. The Approach implemented features
Quiet Start Mode: Start your engine without waking the world. Whether it’s early morning or late at night, this mode keeps things quiet while still delivering the power you expect. Quiet start mode, remote rev
Remote Rev: Because sometimes you just want to hear it roar. The 2024 Mustang lets you rev the engine remotely from your key fob, putting the thrill of Mustang’s signature sound in the palm of your hand. The 2024 Ford Mustang Will Let You Rev It Remotely From the Key Fob
Solo escape
DRIVE MODES
Whether it’s the open road or a track day challenge, Mustang’s drive modes put control in your hands. Tailor the drive to your mood with track-ready presets or customize it for a truly personal experience.
Muscle Flex
Active rear wing
Muscle with purpose. The Mustang GTD’s active rear wing adapts in real time, optimizing downforce and giving the car its unmistakable stance of power and speed.
RESULTS
A bold user experience fuels bold results.
In Q1 2024, Mustang sales surged by 28%, a clear testament to the power of thoughtful design and driver-first innovation. By focusing on experiences that delight and engage drivers, we didn’t just build features—we built momentum.Ford Authority
TheDrive.com, August 2024
“Maybe the Mustang is the last of kind, maybe it’s not. What we do know, however, is that it’s great.”
