The Challenge

Remove roadblocks that can compromise the in-car experience.

Impact

The final product, the Lincoln MKC luxury crossover, is credited with helping the Lincoln brand outpace growth in the luxury segment by more than two-to-one over competitors.

The Outcome

A pop-up studio where IDEO designers helped departments communicate and collaborate more effectively.

The MKC is Lincoln's foray into the luxury crossover market.

Lincoln Hero

Designing a new car takes years and requires strong collaboration between thousands of people. So when the Lincoln Motor Company began developing the luxury crossover Lincoln MKC, they invited IDEO to share key design-thinking methods to employees and departments to improve the process and to land on a better product.

IDEO built a pop-up studio inside an old manufacturing bay at the company’s Dearborn, Michigan, headquarters, and organized a collaboration between IDEO designers-in-residence and Lincoln employees from different departments. During the six-month collaboration, the IDEO team built a full-scale interactive car prototype to make various in- and out-of-car experiences tangible, and collected user feedback along the way. And they shared key design-thinking methods, which helped galvanize action across different teams, and sped up understanding of design thinking.

The MKC is credited with helping the Lincoln brand outpace growth in the luxury segment by more than two-to-one over competitors. Next up is turning the heads of luxury customers in China, where Lincoln plans to open 60 stores in 50 cities by 2016.

"By bringing together all our key internal stakeholders, the MKC meets and exceeds customer expectation," said Scott Tobin, Director, Lincoln Product Development.