Ford Motor Company
Ford is an American multinational automaker producing a wide range of vehicles, including cars, trucks, SUVs, and commercial vehicles. They also offer a wide range of lifestyle experiences, accessories, and services.
We helped Ford evolve their brand and better tell their story.
INDUSTRIESAutomotive
DELIVERABLESStrategy / Messaging / User Experience / User Interface Design / Merchandising / Retail Activations
Strategy / Messaging / User Experience
Collaboration
Studies show buying cars is a communal experience. Whether its friends or family, shoppers want to include others in their decision making process. We developed features to improve shareability and community during consideration.
Retail activations aimed at bringing people together around shared interests.
Messaging / User Experience / User Interface Design
Consideration
In the United States, e-commerce is estimated to account for 16.2% of total retail sales, translating to approximately $1.19 trillion in sales. Ford’s e-commerce experience was fragmented and outdated, resulting in missed sales opportunities.
Ford needed to upgrade it’s outdated shopping experience to match shopper’s expectations of a leading global brand.
Collaborating with multiple e-commerce teams, we designed a cohesive digital e-commerce experience focused on expanding the Ford design system to create intuitive shopping interfaces that are simple and easy to use.
Focusing on the shopping experience and the shopping cart, we integrated product bundles and service upgrades all while increasing transparency at every step of the way.
User Interface Design / Merchandising / Retail Activations
Customer Service
Ford has 3,100 dealerships in the United States and 9,955 dealerships worldwide. The dealers are an integral part of the customer journey and we worked with dealers to pilot programs for lifestyle-based retail experiences that educate shoppers about smart features, EVs, and charging.
We focused on removing friction and increasing joy during shopping visits, test drives, pick-ups, drop-offs, and vehicle delivery.
User Experience / User Interface Design
Customer Success
While upgrading the shopping and e-commerce experiences, we improved internal tools used by employees and dealers, streamlining 12+ outdated systems into one cohesive tool that helped dealers better understand their business, with a focus on sales, service, and customer service.
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Product Development
From vision work to mobile app improvements and integrated service development, leading the CX strategy for the 2024 Ford Connectivity Package, unifying 10+ teams across orgs for a successful launch in less than 1 year.
Expanding the Ford design system to design, test, and develop a dealer dashboard experience unifying 12+ work-streams into one data dashboard for a successful launch in less than 1 year.
Conversational AI applications are currently in testing to further efforts in business development and customer service.
E-commerce
Driving roadmap transparency, user research, and rapid prototyping to uncover brand-defining opportunities.
Leading 3+ teams through ambiguity to design, test, and develop a unified e-commerce experience, unifying 5+ internal services into one cohesive experience.
Retail
Our in-store partnerships with dealers improved customer understanding of home and public charging, increasing consumer confidence by 74% and 79%, respectively, in early testing. Retail activations, merchandising, and community building experiences continue to bring the Ford community together.
