Ford Motor Company
Ford is one of the world's largest automotive manufacturers, delivering vehicles, services, and connected experiences to millions of customers around the world.
The ChallengeAs Ford expanded its connected products and services, it needed to create a more seamless ownership experience across mobile, retail, and digital touchpoints.
Our ROleWe helped Ford create connected experiences that strengthen every stage of vehicle ownership.
SCOPEProduct Strategy / Messaging / UX Design / UI Design / Retail Experiences / E-Commerce
Shared Vision
Studies show buying cars is a communal experience. Whether its friends or family, shoppers want to include others in their decision making process.
We helped cross-functional teams rethink key moments across the ownership journey, creating digital experiences that improve engagement, simplify the purchase process, and strengthen long-term customer relationships.
Retail activations aimed at bringing people together around shared interests.
Better Buying
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 Ford’s e-commerce experience was fragmented and outdated, resulting in missed sales opportunities.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 every interaction to build a customer's confidence. We simplified decision making by reducing friction, improving clarity, and helping customers find the information they needed at the right moment.
Collaborating with multiple e-commerce teams, we designed a cohesive digital e-commerce experience focused on expanding the Ford design system and create intuitive shopping moments that are simple, sharable, and actionable.
Better Ownership
Service is one of the most important moments in the ownership journey. Ford has 3,100 dealerships in the United States and 9,955 dealerships worldwide.
We worked with dealers to pilot programs for lifestyle-based retail experiences that educate shoppers about smart features, EVs, and charging. We designed tools that help customers stay informed, reduce uncertainty, and removing friction during shopping visits, test drives, pick-ups, drop-offs, and vehicle delivery.
The Ownership Experience
Great customer experiences don't end after purchase. They create stronger relationships, greater loyalty, and long-term business value.
We improved internal tools used by employees and dealers, streamlining 12+ outdated systems into one cohesive tool that helped dealers better understand their business and their customers.
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Measurable Outcomes
Product Development
We unified more than 10 teams and 12 workstreams around a shared product vision, using research, rapid prototyping, and iteration to accelerate delivery across multiple connected experiences.
The result was faster decision-making, stronger alignment, and multiple successful product launches, including conversational AI experiences.
Connected Experiences
Great connected experiences extend beyond the vehicle itself. We unified digital and physical touchpoints to create a seamless ownership journey across mobile, retail, and service experiences.
By leading 3+ teams and integrating 5+ internal services, we transformed disconnected experiences into one cohesive product ecosystem.
Success
Early testing increased customer understanding of home charging by 74% and public charging by 79%.
By simplifying complex charging concepts through connected retail experiences, Ford gave customers greater confidence in electric vehicle ownership while strengthening engagement across the ownership journey.
