Overview
I worked on separate initiatives for both Ford and Lincoln while at VML. For Ford, I focused on developing a customer journey presentation that led into a structured testing phase. For Lincoln, I revamped the Lincoln Incentives and Offers page, improving creative assets within the constraints set by Ford’s overarching design system, as well as supported other small design changes.
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Problem
Ford and Lincoln each had unique challenges that required strategic UX solutions:
- Ford: The existing customer journey lacked clarity, making it difficult to identify pain points and opportunities for improvement. We needed to develop a well-defined journey map and transition into a testing phase to validate potential solutions.
- Lincoln: The Lincoln Incentives and Offers page needed a revamp to enhance user engagement. However, full redesign options were limited due to Ford’s system restrictions, requiring a creative approach to asset updates.
Solution
Ford: Customer Journey & Testing
Customer Journey Mapping:
- Developed a detailed journey map to understand how customers interact with Ford’s digital ecosystem.
- Identified pain points and areas for improvement across multiple touchpoints.
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Presentation & Stakeholder Alignment:
- Created a high-level presentation to align teams on the findings and proposed strategies.
- Used insights from the journey map to guide discussions on next steps.
Testing & Validation:
- Transitioned into a user testing phase to validate assumptions and refine the user experience.
- Conducted research-backed iterations to optimize user flows and interactions.
Lincoln: Incentives & Offers Page Revamp
Audit & Constraints Analysis:
- Assessed existing limitations within Ford’s overarching design system.
- Identified areas where creative updates could have the most impact.
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Creative Asset Revamp:
- Focused on updating visuals, layout, and messaging to improve engagement.
- Worked within the constraints of the existing framework to enhance the experience.
- Incorporated feedback from multiple client review cycles to refine design updates and align with stakeholder expectations.
- Iteratively adjusted creative assets based on client input, ensuring a balance between brand consistency and visual enhancement.
Impact
For Ford, the customer journey map became a foundational tool for ongoing UX improvements, while the testing phase provided actionable insights for refining Ford’s digital ecosystem. For Lincoln, despite design constraints, the refreshed Incentives and Offers page saw improved engagement through enhanced creative assets and clearer messaging.
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