Ford ReImagine

Role
Director of Experience Design
Contribution
Team Lead, UX/UI Direction, Creative Strategy, Research
Year
2023 - 2024
The Challenge
Business Goals
Redesign and launch over 100 pages in new look + feel in under 6 months.
Problem
Insufficient resources to fulfill the demanding timeline.

New Strategy & Guidelines

Journey maps, rsearch, AI studies, information architecture, user testing, each vehicle assigned with their own unique personas and archetypes

Intro Slides from Strategy Approach Deck

Excerpts from New Guidelines and Design System

AI and Neuroscience

AI and Neuroscience provided a way to see through the eyes of the Ford customer. Using eye tracking tools throughout the design process provided insights and learnings that informed, and improved the customer experience.

Reduced time and money spent doing extra user research.

Provided evidence to executive and validate assumptions.

Increased performance of existing assets.

Reduced risks by identifying issues before implementation.

Let It Breathe

In our design process, we aimed to reduce visual clutter and enhance page layouts. We prioritized clear content structure to resonate with users and "unboxed" our content for open, uncomplicated layouts. By minimizing secondary graphics, text, and patterns, we emphasized negative space for a clean, inviting interface.

Results

Working closely with strategy and SEO, we reduced several friction points and delivered user-centered, goal-driven designs across most nameplates.

150

Individual Page Layouts

One of the most essential steps in the process is identifying and defining all aspects of the project, such as project goals, audience, market, competitors, specifications & requirements.

31+

Point Increase from JD Power Rating

My goal with each project is to deliver solid and real-world solutions that achieve actual business needs. We do this through idea generation & exploration to discover which paths make sense.

28

Vehicles Across Ford Lineup

The creative part of the process where we take everything we have learned and use it to help direct a solution-based design appraoch that aims to solve the issues and achieve our set goals.

6

Month
Production

The real world rarely matches the blueprints. So, I stick around to make sure reality matches the vision. And, if not, I am there to help direct or offer possible solutions.

Next Project

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