Ford.com

Global Redesign

Ford.com

Global Redesign

Over nearly a decade, I steered the direction of Ford.com and its extensions, overseeing both experience design and content creation. My initial goal: a comprehensive global redesign.

One design, across 5 regions and 120+ markets. Ford.com is the global face of Ford for 300 million visitors a year. It serves as the platform through which they explore what Ford offers and what it stands for.

Over nearly a decade, I steered the direction of Ford.com and its extensions, overseeing both experience design and content creation. My initial goal: a comprehensive global redesign.

One design, across 5 regions and 120+ markets. Ford.com is the global face of Ford for 300 million visitors a year. It serves as the platform through which they explore what Ford offers and what it stands for.

/CLIENT: Ford Global /ROLE: CD / GCD /DATE: 2014 - 2022

/CLIENT: Ford
/ROLE: CD / GCD
/DATE: 2014 - 2022

Challenge

Challenge

Revamping a century-old brand's digital presence would involve a comprehensive overhaul of its neglected and outdated website. It would require cutting-edge UI/UX and technological enhancements, along with the challenges of aligning a traditional mindset with 21st-century demands.


The goal was not just a website upgrade but a design and tech-driven transformation for a global impact.

Revamping a century-old brand's digital presence would involve a comprehensive overhaul of its neglected and outdated website. It would require cutting-edge UI/UX and technological enhancements, along with the challenges of aligning a traditional mindset with 21st-century demands.


The goal was not just a website upgrade but a design and tech-driven transformation for a global impact.

Before redesign

After redesign

Solutions

Solutions

Revamped Ford's digital hub in under a year, leading a 20-30 member team. Emphasized SEO, accessibility, optimizing page weight, dynamic and personalized content. Implemented reusable design components for efficiency and visual consistency and then cascaded the design and codebase regionally.


Smoothly migrated to a new platform, elevating the user experience. Beyond pixels and code, the focus was on creating a top-tier digital space for the global Ford community.

Revamped Ford's digital hub in under a year, leading a 20-30 member team. Emphasized SEO, accessibility, optimizing page weight, dynamic and personalized content. Implemented reusable design components for efficiency and visual consistency and then cascaded the design and codebase regionally.


Smoothly migrated to a new platform, elevating the user experience. Beyond pixels and code, the focus was on creating a top-tier digital space for the global Ford community.

The most personalized Mustang ever. Three individuals authentically express their distinct personalities through their passions and the customization of their whip. Included a handful of my BTS photos.

Dynamic Content

Dynamic Content

Whether a customer is exploring the details of a Camaro on KBB.com or admiring the sleek lines of a Mustang on Ford.com, our goal is to enhance their experience. When a customer visits Ford.com, we strive to customize our content to align with their interests and preferences. This involves reorganizing information and introducing dynamic content and personalization, ensuring that their visit is not only informative but also tailored to their specific needs.

Whether a customer is exploring the details of a Camaro on KBB.com or admiring the sleek lines of a Mustang on Ford.com, our goal is to enhance their experience. When a customer visits Ford.com, we strive to customize our content to align with their interests and preferences. This involves reorganizing information and introducing dynamic content and personalization, ensuring that their visit is not only informative but also tailored to their specific needs.

Regions

Regions

Create the ability for each region to modify and re-order components using a unified codebase to meet that markets unique needs. The capability and flexibility of the implemented Adobe AEM platform would enable individual markets to customize all pages to support their specific marketing goals.

Create the ability for each region to modify and re-order components using a unified codebase to meet that markets unique needs. The capability and flexibility of the implemented Adobe AEM platform would enable individual markets to customize all pages to support their specific marketing goals.

Vehicle Landing Pages

Vehicle Landing Pages

Buying a car is a big investment and it needs careful research. Unlike other products, a vehicle has to present a lot of information in a way that's easy for the customer to understand and feel confident about their purchase. Achieving this requires a unique approach, ensuring that a large amount of information is accessible and presented in a clean and clear design.

Buying a car is a big investment and it needs careful research. Unlike other products, a vehicle has to present a lot of information in a way that's easy for the customer to understand and feel confident about their purchase. Achieving this requires a unique approach, ensuring that a large amount of information is accessible and presented in a clean and clear design.

Before redesign

After redesign

Content

Content

From the outset we re-imagined content for Ford.com. No longer would the team only rely on limited assets from brand shoots or settling for mediocre assets directly from Ford. I collaborated closely with clients to convince and secure budgets dedicated to the creation of .com content. Through this we were able to elevate the quality and informational depth of the content and how assets related to the specific nuances of Ford.com and its vehicle narratives.


More on specific content here.

Live Action, VR, Social and Stills /CGI.

From the outset we re-imagined content for Ford.com. No longer would the team only rely on limited assets from brand shoots or settling for mediocre assets directly from Ford. I collaborated closely with clients to convince and secure budgets dedicated to the creation of .com content. Through this we were able to elevate the quality and informational depth of the content and how assets related to the specific nuances of Ford.com and its vehicle narratives.


More on specific content here.

Live Action, VR, Social and Stills /CGI.

Interactivity

Interactivity

Throughout my time leading Ford.com, our focus was to consistently leverage technology to deliver truly innovative and remarkable user experiences.


The example below showcases our 360° VR Interior Experience that received Four 2018 Smartie awards for VR/AR and 360 degree video. We brought the dealership experience even closer to Ford.com, natively and without an app download in a fully immersive vehicle interior exploration available on mobile, desktop and in VR.


Ultimately this component had the highest engagement on every vehicle page and led to increased engagement with Build & Price and a significant rise in dealership leads. This accomplishment emphasizes our commitment to crafting user experiences that not only resonate but also drive business outcomes.

Throughout my time leading Ford.com, our focus was to consistently leverage technology to deliver truly innovative and remarkable user experiences.


The example below showcases our 360° VR Interior Experience that received Four 2018 Smartie awards for VR/AR and 360 degree video. We brought the dealership experience even closer to Ford.com, natively and without an app download in a fully immersive vehicle interior exploration available on mobile, desktop and in VR.


Ultimately this component had the highest engagement on every vehicle page and led to increased engagement with Build & Price and a significant rise in dealership leads. This accomplishment emphasizes our commitment to crafting user experiences that not only resonate but also drive business outcomes.

Gallery

Gallery

With so much content being created, we introduced a robust gallery with the flexibility and scalability for any and all types of content while being easy to navigate on any device.

With so much content being created, we introduced a robust gallery with the flexibility and scalability for any and all types of content while being easy to navigate on any device.

Feature Pages

Feature Pages

These perform the bulk of the work, highlighting the distinctive features of each vehicle. It’s a tremendous amount of content, especially for clients with numerous vehicles, each offering several trims. We regularly update this content as vehicles undergo their routine updates every 12, 18, or 24 months.


I led a dedicated team that operates tirelessly throughout the year, consistently engaged in content creation and the refreshing of vehicle pages. These pages are crafted to seamlessly integrate with a repository of purpose-designed components. This modular approach allows us to swiftly and efficiently select components off the shelf, streamlining the entire process.

These perform the bulk of the work, highlighting the distinctive features of each vehicle. It’s a tremendous amount of content, especially for clients with numerous vehicles, each offering several trims. We regularly update this content as vehicles undergo their routine updates every 12, 18, or 24 months.


I led a dedicated team that operates tirelessly throughout the year, consistently engaged in content creation and the refreshing of vehicle pages. These pages are crafted to seamlessly integrate with a repository of purpose-designed components. This modular approach allows us to swiftly and efficiently select components off the shelf, streamlining the entire process.

Vehicle Compare

Vehicle Compare

We introduced the capability of side by side comprehensive comparison, calling out the similarities and differences of Ford models, trims and competitors.

We introduced the capability of side by side comprehensive comparison, calling out the similarities and differences of Ford models, trims and competitors.

Build & Price

Build & Price

My extensive experience in digital vehicle marketing has empowered me to oversee the design of several vehicle configurators. This crucial tool plays a decisive role in influencing potential sales.

The challenge is crafting a seamless, user-friendly solution for both simple and complex vehicle configurations, accommodating diverse options and ensuring compatibility across all devices. Whether it's a basic gas compact or a feature-rich truck with numerous trims and configurations, including the added complexity of gas, electric, or hybrid options, the goal is to strike a balance between simplicity and sophistication, meeting the varied preferences of our customers.


See addition configurators here

My extensive experience in digital vehicle marketing has empowered me to oversee the design of several vehicle configurators. This crucial tool plays a decisive role in influencing potential sales.

The challenge is crafting a seamless, user-friendly solution for both simple and complex vehicle configurations, accommodating diverse options and ensuring compatibility across all devices. Whether it's a basic gas compact or a feature-rich truck with numerous trims and configurations, including the added complexity of gas, electric, or hybrid options, the goal is to strike a balance between simplicity and sophistication, meeting the varied preferences of our customers.


See addition configurators here

Navigation

Navigation

In navigation, simplicity is crucial. With a wide range of vehicles and content across different markets, we've crafted a clean and straightforward navigation system that adapts effortlessly, accommodating everything from the minimal to the extensive.

In navigation, simplicity is crucial. With a wide range of vehicles and content across different markets, we've crafted a clean and straightforward navigation system that adapts effortlessly, accommodating everything from the minimal to the extensive.

Iconography

Iconography

Crafting icons with a global communication impact presents an exciting challenge. Collaborating with a freelance designer, we achieved a milestone by implementing Ford.com's inaugural icon system, ensuring consistency and resonance across all regions.

Crafting icons with a global communication impact presents an exciting challenge. Collaborating with a freelance designer, we achieved a milestone by implementing Ford.com's inaugural icon system, ensuring consistency and resonance across all regions.

Style Guide

Style Guide

A comprehensive hub for all things Ford.xx, our global site style guide serves as the lifeline for our fellow regions. Covering everything from fonts and colors to detailed component information, it ensures consistency across the globe.

A comprehensive hub for all things Ford.xx, our global site style guide serves as the lifeline for our fellow regions. Covering everything from fonts and colors to detailed component information, it ensures consistency across the globe.