FORD.
Designing an experience that predicts customer needs and allows for innovative transformation.
Project Type
UX/UI
Tools
Figma, Powerpoint, Mural
Role
Junior Experience Designer
Prototype
Timeframe
Jul 2022-Dec 2022
Reference
Overview
Transform Ford.com into a primary web touchpoint for the Ford brand. It will engage and foster authentic personal connections with customers throughout their ongoing, always-on-relationship with Ford - not just when shopping for a vehicle.
Define Visual Language
UX Analysis & Navigation
Detailed Design & Prototyping
🎨 Visual Language
The Ford brand is iconic and recognized around the world. The challenge became how to adapt the brand for the future and embrace the next, whilst still honoring the past.
🧍Personas
A representation of users who will use Ford.com, illustrating their needs, wants, and pain points.
Age: 35
From: Denver, CO
Background: Sarah is a tech-savvy individual who has always been passionate about electric vehicles (EVs) and the environment. She lives in an urban area and is looking for a practical, eco-friendly, and stylish vehicle to replace her aging gasoline-powered SUV. She's heard a lot of buzz about the Mustang Mach-E and believes it might be the perfect choice for her family.
Age: 50
From: Lansing, MI
Background: Michel is a middle-aged contractor with a keen interest in technology and sustainability. He has been driving a traditional gasoline-powered SUV for years but is now ready to make the switch to an EV to reduce his carbon footprint. Michael has always admired Ford's Mustang line for its iconic design, and he's particularly excited about the Mustang Mach-E.
User Persona Goals:
1. Reduce Carbon Footprint
2. Cutting-edge Technology
3. Family-Friendly
4. Style and Performance
Accordion Nav
🧭 Navigation
The process of building a navigation system for an iconic brand. New navigation must encompass an OS look and feel, while also combining sub-sites into one main.
Sliding Nav
Visual Nav
🖼️ Detailed Design & Prototyping
The final look at Ford.com and a walkthrough of the complete interactive experience.
Key Takeaways
Impact
Out of 12 designers, my final ideas made it into the redesign for an iconic brand.
Presentation
Presented work in 20 internal presentations and 2 major client presentations
Team
Experience working with a diverse team from across all 4 disciplines.
