Ford was my client at VML. I worked with an internal team and an external ford team to bring designs to life. I worked on Ford experiences and Lincoln as well. This case study focuses on the work I did for Ford. I coordinated with oversees developers to update designs. This project was a huge uphill battle with the amount of folks we were coordinating with and the level of stakeholders needed to get things moving.
Our Integrated Services team was created for this project specifically. VML needed folks who could align the proposals from stakeholders to the real life journey. Note: Some of the visuals from this project are not allowed to be shown.
Ford had multiple service offerings to customers for their vehicles, such as Blue Cruise (hand-free driving), SiriusXM plans, and more. However within the flow of the customer journey they did not have a place for Integrated Services to live on the site. Our job was to determine all the places Integrated Services and affiliated offerings would show up for our user.
This journey was huge. It took weeks just to outline it and the be able to add in the strategy pieces.
Our focus was on build and price experience and adding in an integrated services selection mechanism.
This project focused highly on the architecture and flows. Before diving into wireframes we really needed to spend time reorganizing all the content and structure. This experience was a puzzle in itself. Reorganizing content can be a huge piece of the full design.
Aside from our user journey and implementing Integrated Services in Build and Price, the other need was to do some testing. Our team strategized and found that a badging strategy could work well for our users for visibility. We connected with the ford team to put together some prototypes to have test users participate in.
To jump into this task was a huge learning curve. Without prior understanding of the user journey on ford.com and how each point of interests connect, I had to quickly engulf myself in the website and designs in order to find accurate solutions. We had lots of discussions and multiple rounds of revisions just for this journey alone.
