Unifying the Customer Journey

Ford's global digital ecosystem spans multiple business units, product lines, regional markets, customer touchpoints, and legacy systems, creating the challenge of delivering a cohesive ownership experience at enterprise scale.

We created a more connected ecosystem that reduced friction, aligned cross-functional teams, and delivered a more cohesive ownership experience for millions of customers.

Overview
Company Ford Motor Company
Focus Connected B2C Experiences
Role Design Lead
Scope Product Strategy, UX Research, Design Systems, Enterprise Software Development, Cross-functional Leadership
Partners Owners, Dealers, Internal Teams, Executive Leadership
Responsibilities Product Strategy, UX Research, Design Systems, Mobile App & SaaS Design, AI Integration
Outcome Modernized digital experiences across the ownership journey. Developed reveue growth initiatives.
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Connecting, improving, & expanding existing technology

Modernizing Legacy Systems

Collaborating with multiple e-commerce teams to design a cohesive digital e-commerce experience focused on modernizing the design system, increasing shareability, transparency, and ease of use.

new digital experiences

Designing End-to-End Experiences

Designed cohesive experiences spanning mobile, web, in-vehicle systems, dealership touchpoints, and customer communications to create a more connected ownership journey.

leading teams through ambiguity

Balancing Business & Customer Needs

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

By connecting 12+ disconnected systems into a single source of truth, we put dealers in control of their data, saving time and setting them up to integrate AI.

 

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Successful Outcomes

Product

  • Modernized legacy ownership experiences, unifying 10+ teams and 12+ work-streams around a shared product vision.

  • Simplified customer workflows using research and rapid prototyping, achieving multiple successful product launches.

  • Reduced friction across vehicle purchasing, ownership, maintenance, connected services, and dealer interactions by creating best-in-class connected experiences across mobile, web, and in-vehicle platforms.

Organization

  • Unified 3+ teams and 10+ dealer platforms to transform a completely disconnected dealer experience into one cohesive AI-integrated dashboard.

  • Established scalable design practices to unify customer experiences, dealer experiences, and internal product experiences.

  • Defined connected ownership experiences spanning vehicle purchasing, maintenance scheduling, connected services, rewards, and dealership interactions across Ford's digital ecosystem.

Customer

  • Reduced friction across key EV ownership journeys. Early testing increased customer understanding of home charging by 74% and public charging by 79%.

  • Created more intuitive Shop & Buy experiences including seamless digital inventory navigation, contact-less test drives, personalized feature discovery, and frictionless checkout.

  • Increased confidence through clearer interactions, strengthening engagement with key features like EV electric charging, BlueCruise hands-free driving, and Connected Service subscriptions.

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