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 Challenge

As Ford expanded its connected products and services, fragmented systems, teams, and customer touchpoints created friction across the ownership journey.

Our ROle

We unified teams, systems, and customer touchpoints across the customer lifecycle, creating connected experiences that strengthened customer relationships and unlocked new revenue opportunities.

Unifying a Complex Journey

Ford's digital ecosystem spanned disconnected teams, systems, and customer touchpoints across the ownership journey.

We aligned cross-functional teams around the moments that matter, connecting experiences from purchase through ownership to reduce friction, improve engagement, and strengthen long-term customer relationships.

Scope
Partners Product, Engineering, Retail, Design, Executive Leadership, Dealers, Vehicle Owners
Responsibilities Product Strategy, UX Research, SaaS Design, Mobile App Design, Web Design, Design Systems, AI Integration
Outcome Unified mobile, web, retail, dealer, and in-vehicle experiences across the customer lifecycle, supporting new connected services, subscription revenue, and more efficient dealer operations.

  • 14M+ Connected Vehicles

    Ford currently has more than 14 million connected vehicles on the road.

    Our work supported connected experiences spanning vehicle purchase, charging, BlueCruise, and subscription services.

  • 8M+ Drivers

    We expanded connected vehicle capabilities serving more than 8 million drivers.

    Experiences spanned self-driving, apps, navigation, digital infotainment, security features, and generative AI.

  • 3,143 Dealerships

    Building tools for 3,143 Ford and Lincoln dealership locations.

    We worked with dealers to pilot new digital tools and lifestyle-based retail experiences to engage customers at every step of the journey.

Connect Around the Customer

Creating a connected customer experience required more than redesigning individual touchpoints. It required aligning the organization behind them.

We brought Product, Engineering, Retail, Design, and Dealers together around a shared product vision, connecting mobile, web, in-vehicle, and dealership experiences across the customer journey.

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  • 10+ Teams Aligned

    Unified 10+ teams and 12+ work-streams around a shared product vision.

    Our work reduced friction across key ownership journeys for EVs and smart vehicles.

  • 74% Increase in Home Charging Understanding

    Early testing increased customer understanding of home charging by 74%.

  • 79% Increase in Public Charging Understanding

    Testing improved understanding of public charging by 79%.

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Simplify How Dealers Work

Dealers were navigating fragmented tools and systems to serve customers, adding unnecessary time and complexity to everyday workflows.

We worked directly with dealers to consolidate 14+ systems into a unified experience, reducing repetitive work and making critical information easier to find.

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  • 14+ Systems Connected

    We aligned 4+ teams and three dealer groups to consolidate fragmented software and product lines into a unified platform spanning CRM, DMS, and logistics tools.

    A shared semantic layer created standardized endpoints for AI agents and future capabilities.

  • 6.8 Hours Saved Per Dealer Each Week

    Re-engineering everyday dealer workflows removed repetitive steps, reduced platform switching, and returned an average of 6.8 hours per dealer each week.

  • 16.9% Boost to Capacity

    By consolidating 14+ systems into a single Dealer Hub, we unlocked a 16.9% capacity boost across the retail enterprise.

    The Dealer Hub reduced time spent searching for information by an average of 87.5% per search.

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Results That Matter

  • 20% Subscription Growth

    Paid BlueCruise subscriptions grew 20% year over year as Ford expanded its connected vehicle and subscription ecosystem.

  • 1.6 Million Active Subscribers

    Ford has 1.6 million total active paid software subscriptions globally across its connected vehicle ecosystem.

    This marks a 50% year-over-year increase in total recurring customer accounts, generating high-margin SaaS revenue for the brand.

  • $20B+ Connected Services Opportunity

    The connected services ecosystem supports Ford's broader strategy to generate $20 billion in annual software and connected-services revenue by 2030.

Next

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