Ford
Leveraging e-commerce expertise to drive Ford’s digital transformation.
Overview
For over a century, Ford has led innovation in the automotive industry. Today, the focus is on advancing into an electrified future by building and selling electric vehicles online within the e-commerce space.
Mission
Focusing on leveraging e-commerce expertise to drive Ford’s digital transformation. Opportunities were identified to scale work efficiently, a design system approach was applied to accelerate delivery for various digital products, with progress communicated clearly to stakeholders during biweekly sprints.Site Navigation
An update version of the site navigation was needed to clearly convey the various areas of the site which previously hand users unsure on the journey and positioning. With a need to also educate users on the name of vehicle models to then make it easy to identify them visually and become familiar with Ford’s range of vehicles.
Creating lo-fi wireframes to map out various journeys and find areas where these could be enhanced with visual signpost and areas for marketing material and offers.
Profile A/B test
One challenged faced was the positioning and the importance of my profile and its behaviors once interacted with. With the aim overall to encourage users to create and sign into their profile and reduce the amount of clicks when moving within the My Profile space.
Promotions
The promotions page was designed using the system’s components to deliver a dynamic, user-friendly experience. Users can filter by category or vehicle type, with results displayed as promo cards featuring key offer details and clear CTAs.
Two card variants accommodate different promotion types—from finance breakdowns to simplified offers—while overlays provide full legal or detailed information when needed. Flexible layouts (2x2 or 1x1) ensure adaptability across contexts.
