Client

Ford Motor Company

Platforms

Retail Activation with iPad, Web E-Commerce, B2B+B2C Tools

Tools

Figma, Miro, Adobe Creative Suite

Role

Design Lead

Stakeholders

Dealers, Model E, Integrated Services

Shop & Buy

E-commerce

Collaborating with multiple e-commerce teams to design a cohesive digital e-commerce experience focused on modernizing the design system, increasing transparency, and creating intuitive interfaces that are simple to use.

Product Details (Copy)

Clean, simple product details with a clear path to sharing, saving, and purchase.

Path To Purchase (Copy)

Mapping the important touchpoints along the path to purchase.

Design Iterations (Copy)

Exploring solutions to known pain points.

SMS Formatting (Copy)

Improved peer-to-peer sharing features including SMS formatting.

Peer To Peer Advocacy (Copy)

Helping new and existing customers advocate using digital shopping.

Persona-based Shopping (Copy)

Our persona, Amelia, is looking to do online shopping for a vehicle in the comfort of home.

Experience Design

Lifestyle-focused Retail

Developing lifestyle-based retail experiences that remove friction and increase joy during shopping visits, test drives, drop-off and delivery, plus service.

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Innovation

Integrated Experiences

Partnering with dealers, internal teams, and vendors to develop digital products that streamline and elevate the end-to-end customer experience.

From new sales to service visits, enabling best-in-class customer experiences with digital dealer tools that drive systemic improvements and integrate AI to enhance the overall experience.