Ford ReImagine
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.
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.
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.
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.
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.