The Story

The underlying goal of this CX work was to support Ford through a transformational time as they rolled out their first electric vehicles and supporting services. They invested heavily in human-centered design as the starting point to their new and innovative products and services, and I was one of many designers helping to execute it.

The Products and Experiences

1. End to End Battery Electric Vehicle (BEV) Consumer Journey

   • Map the end to end BEV and pre-owner/owner journey to identify connections across experiences
   • Identify needed touchpoints to support a seamless BEV ownership experience
   • Conduct workshops with stakeholders throughout Ford business units to define, refine, and prioritize features for launch and post-launch

2. Remote Vehicle Setup Mobile app (learn more here)

   • Design first of its kind configuration for vehicles before owners take delivery
   • Offer a more personalized vehicle ownership experience was key for Mach-E reservationists, who had a long timeframe between placing their order and taking delivery
   • Increase owner engagement during their wait, and build excitement as the vehicles' delivery date approached

3. Vehicle Grid Services (more info on that program here)

   • Design a platform for energy savings programs that incentivise electric vehicle owners to enroll with their electric utility and participate
   • Align with other automotive OEMs to standardize programming

4. Mach-E Cost of Ownership Calculator

   • Design a tool for shoppers to easily gauge and differentiate costs between different Mach-E configuration and lifestyle factors
   • Align data provided by Zappyride with user research findings and present the calculator in a way that is engaging, while adhering to the Ford Design System

5. E-Transit Vehicle Homepage

   • Create an experience that helps educate potential and current E-Transit owners on the benefits of electric vs. gas powered vehicles for their small business or fleet
   • Align content, messaging, and tone with global strategy, company-wide charging programs, and the newly established Ford Pro

Role, Process, Who I Worked With

As a design leader, I oversaw and conducted user testing, research synthesis and presentation, working sessions, design reviews, UX asset creation, and managed UX design work across three overlapping workstreams.

With each products' vision as the foundation of our user-centered design process, I led working sessions between design, development, and product owners for clear alignment and quick iteration of features. Identifying areas needing validation, I wrote and conducted user tests, synthesized, documented, and presented the findings and UX recommendations, and, along with product team feedback, improved upon the designs. I participated in sprint ceremonies, working closely with product managers and developers to clearly define UX user stories and tasks, clarifying and refining as needed. I also initiated a review process to better align product teams with the new Ford Design System code kit and WCAG accessibility testing tools. This helped improve the overall user experience and streamline the QA process, while educating newer team members on Ford's Accessibility standards.

I worked alongside product teams on Ford's Team Edison which included executive leaderhip, product owners, developers, engineers, strategists, visual designers, and stakeholders from multiple business units within Ford.

The Result

All of these products and programs have launched and available to the public (with exception to programs with specific criteria).