Transforming the car buying experience with Ford
Ford partnered with agency Publicis Sapient to reimagine the car shopping and ownership journey of the Ford site. The focus was to better engage customers through encouraging discovery and personalization. Behind the scenes, we set out to tap into automation through authentication, prior visits to the site, in order to meet the customer where they are in the purchase experience and surface the right tools and content at the right time.
I partnered across Sapient and Ford teams, gained alignment on business goals and success definition, performed an experience inventory and audit of the site, delegated tasks to visual designers and art directors, presented recommendations for optimizations to taxonomy and architecture, crafted content hierarchy and experience strategy against user mindsets, established a streamlined customer journey and site architecture, and guided the visual design to lead each page with an engaging story.
Role: Lead Experience Designer | Teams: Strategy, Creative | Agency: Publicis Sapient
Approach + Methods
As a multidisciplinary team, we tapped into customer mindsets and created optimizations which personalize the experience — meeting customers where they are in the car purchase process, first vs return visit to the Ford site. We brainstormed ideas on how to prioritize lifestyle content to connect customers to the Ford brand and culture.
The common threads through the process were consistency, definition, and meaning — where our end goal was not just flashy pages, but instead cohesive pathways for customers, clear actions, guiding them through to the purchase process.
As a customer moves down the page, we wanted to define the content and tools necessary to help the customer reach their goals and meet them where they are.
Final Visual Design Solutions
