With three years of dedicated work on the agency side of Ford and numerous ideation sessions, the newest design system for the dot com platform was successfully deployed in the summer of 2023. In my role as Director of Experience Design, leveraging my experience building and launching products from ideation through launch and revision, I led a proficient team through an accelerated timeline of six months to seamlessly integrate the new UX/UI into production. This process involved crafting fresh content for over a dozen vehicle homepages and their respective feature pages. Employing the established design standards, we adeptly navigated challenges in reskinning the theme and CSS of Ford's original code.
Visit FordDirector of Experience Design
10 Experience Designers
11 Copywriters
Redesign 100 pages on Ford Enterprise
Figma and Confluence
6 months
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 provided a way to see through the eyes of the Ford customer. Using eye tracking ML tools throughout the design process provided insights and learnings that informed, and improved the customer experience.
Reduced time and money spent doing user research.
Provided evidence to executive team to validate assumptions.
Increased performance of existing assets.
Reduced risks by identifying issues before implementation.
The Ford imagery style is both minimal and real — characteristics derived from our brand attributes and design principles. Every image, from product to lifestyle, should embody these two characteristics.
Asking questions based around low visual clutter helped us develop page layouts more effectively.
Is content clearly prioritized and structured for the user?
Have we un-boxed our content? Do our layouts feel open and uncomplicated?
Have we removed or reduced secondary graphics, text or patterns?
Negative space is a must-have. Have we accounted for it?
Working closely with strategy and SEO, we reduced several friction points and delivered user-centered, goal-driven designs across most nameplates.
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.
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.
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.
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.
