Ford
We transformed Ford.com into the top-ranked automotive site in the country, creating a future-ready digital platform that unifies shopping, ownership, and loyalty under one scalable system.
Problem
The Ford.com platform was no longer keeping pace with customer expectations or Ford’s broader ambitions in mobility and electrification. Fragmented user flows, a lack of emotional resonance, and an outdated visual system made it difficult for shoppers to discover vehicles, engage with ownership benefits, or complete key tasks with confidence.
Approach
We reimagined Ford.com as a cohesive platform that supports shopping, ownership, and loyalty across channels. Our work focused on simplifying navigation, refreshing the visual language, and creating modular systems for storytelling and personalization. Key journeys like the homepage, Vehicle Landing Pages, and Membership Hub were redesigned around clear user intent and scalable architecture. The strategy was shaped through five directional concepts and aligned with Ford’s long-term digital priorities.
Outcome
Recognized by J.D. Power as the highest ranked mass market automotive website in the 2025 U.S. Manufacturer Website Evaluation Study
Introduced a flexible design system that enables personalization, platform reuse, and omnichannel delivery
Laid a foundation for broader initiatives including BEV readiness, loyalty programs, and digital ownership tools
Elevated the brand’s emotional and functional equity across key customer touchpoints
My Role
I led the creative vision and execution across a nine sprint engagement, beginning with a five week immersion to define strategic levers and converge on a unified design direction. I managed a team of eight visual designers and co-managed a cross functional experience team of 17. I partnered closely with Ford stakeholders to translate ambition into action and shape a future ready design foundation for the digital ecosystem.