Unifying the Ford Ownership Experience

Ford's ownership ecosystem spanned disconnected customer journeys, business units, dealership experiences, and legacy systems.

I helped define and connect the product experience across mobile, web, in-vehicle, and dealer touchpoints, creating a more cohesive ownership journey for millions of customers.

Overview
Company Ford Motor Company
Focus Enterprise Product Strategy, Connected Customer Experiences, SaaS, Platform Modernization
Role Design Lead

  • 14M+ Connected Vehicles

    Ford's connected vehicle ecosystem spans more than 14 million vehicles, creating opportunities to extend the customer relationship beyond purchase through digital services and subscriptions.

  • 8M+ Customers

    Smart-vehicle capabilities reached more than 8 million drivers, connecting customers with self-driving, navigation, infotainment, security, and other digital services.

  • $20B Projected Revenue

    Ford projects approximately $20 billion in annual revenue from subscription and connected vehicle services by 2030, making the ownership ecosystem a significant long-term growth opportunity.

Aligning the Ownership Ecosystem

I worked across business units, executive leadership, product, engineering, dealers, and customer-facing teams to create a shared vision connecting ownership experiences and the systems behind them.

Scope
Partners Internal Teams, Executive Leadership, Owners, Dealers
Responsibilities Product Strategy, Customer Research, Cross-Functional Leadership, Experience Strategy, Platform Modernization, Design Systems, AI Integration
Outcome Connected customer experiences across shopping, purchase, ownership, and service while modernizing dealer platforms and creating a foundation for new connected-service revenue.
Visit the Live Site

  • Organizational Leadership

    • Product Strategy

    • Executive Alignment

    • Cross-Functional Leadership

    • Multi-Team Roadmapping

  • Enterprise Platforms

    • Platform Modernization

    • Connected Ecosystems

    • Systems Integration

    • Dealer & Customer Experiences

  • Product Delivery

    • 0→1 Development

    • MVP Strategy

    • Incremental Launches

    • AI-Enabled Workflows

Connected services

Connecting the End-to-End Journey

I mapped the ownership journey across mobile, web, in-vehicle systems, and dealerships to identify where disconnected products, teams, and processes were creating friction.

Working across Product, Engineering, Retail, Marketing, Design, and dealers, I helped connect improvements across the full journey from shopping and purchase through ownership and service.

 

  • 3,143 Dealerships

    Designed experiences supporting 3,143 Ford and Lincoln dealerships with more than 170,000 employees, working directly with dealers to understand how digital products needed to support the ownership journey.

  • 10+ Teams Aligned

    Aligned 10+ teams and 12+ workstreams around a shared product vision spanning customer experiences, dealership operations, and connected services.

  • 79% Improvement

    Early testing increased customer understanding of home charging by 74% and public charging by 79%, reducing friction as drivers transitioned to electric vehicles.

Dealer Hub

Modernizing the Dealer Experience

Dealers were working across fragmented systems to support customers throughout the ownership journey.

I partnered with dealer, product, and engineering teams to consolidate 14+ systems into a unified digital hub, bringing customer, CRM, DMS, logistics, and operational data into a single experience.

The platform reduced repetitive workflows, shortened time spent searching for information, and created a foundation for AI-assisted dealer operations.

 
 

  • 14+ Systems Connected

    Consolidated fragmented customer, CRM, DMS, logistics, and operational tools into a unified dealer platform, creating a single source of truth across day-to-day workflows.

  • 87.5% Less Time Searching

    Centralizing dealer information reduced the average time spent searching for information by 87.5%, eliminating repetitive tasks and helping teams work smarter not harder.

  • 6.8 Hours Returned Each Week

    Simplifying dealer workflows returned an average of 6.8 hours per dealer each week, contributing to an estimated 16.9% increase in operational capacity across the dealer network.

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Delivering Connected Growth

From consideration through ownership, I helped connect Ford's customer and dealer ecosystems around a more cohesive product vision.

The work reduced customer friction, simplified dealer operations, expanded connected-service adoption, and created scalable foundations for future products and revenue.

  • 1.6M Active Paid Subscribers

    Ford grew to 1.6 million active paid software subscriptions across its connected vehicle ecosystem, demonstrating increasing adoption of digital services beyond the initial vehicle purchase.

  • 50% Year-Over-Year Subscription Growth

    Active recurring customer accounts increased 50% year over year, expanding high-margin recurring revenue and strengthening the long-term value of Ford's connected ownership ecosystem.

  • 14M+ Connected Vehicles at Scale

    The connected ecosystem now spans more than 14 million vehicles, creating the reach needed to deliver new services, subscriptions, and digital experiences throughout the ownership lifecycle.

Next

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