Despite being 2X bigger than the nearest competitor, Ford Pro had an unaided awareness score of 0% and bounce rates on key pages in the 90th percentile as it embarked upon an effort to become its own brand within the Ford family. Research showed that fleet customers were not even sure Ford Pro was for them.
Over the course of 2 years I led a team of 20 visual and UX designers, writers and strategists — collaborating with Ford Pro designers and stakeholders as we created a new information architecture and navigation, a new design system, ongoing web marketing content improvements, and net new functionality.
Our first step was to consolidate 80 sites and 8 design systems that scattered the commercial experience throughout the Ford ecosystem. Our second was to integrate authenticated and unauthenticated systems and business processes. Lastly, while continuing to make required web marketing updates we created a beautiful vision for a personalized experience that will position Ford Pro beyond the familiar sheet metal to become the primary telematics and productivity tool for fleet managers.
Results after consolidation and integration were encouraging. 25% increase in engagement rate. 30% improvement in conversion rate, 40% lift in sales conversation rate. The new design system and turn-key components are fueling efficiency and we have helped Ford Pro enhance and expand its internal experience design team.
I
Client
Ford Pro
Project
Site Design & Design System
Agency
Razorfish
Creative Team
- GCD Experience Design / Todd Zerger
- CD UX / Orlando Ornelas
- UX Design Team / Laura Lau + Sandie Wright + Yvonne Nillissen + Maria George + Nick Compton
- CD Visual Design / RJ Dugan
- Visual Design Team / Joel Estrada + Jonathon Tesch + Stephen Donovan + Matt Bottiglieri
- Content Strategy Director / Illana Machado
- Content Team / Andrew Lieberman + Andy Hunt + Keith Dvorak + Indigo Terra +
Project Overview Video
Creative Direction
Discovery
We gathered input and guidance with an exhaustive look at the competitive landscape in both telematic and automotive arenas, and existing design systems. Supplementing this with extensive surveys of Ford Pro stakeholders and creators, as well as, comprehensive evaluation of the various IA and navigation schema that needed to be merged into a single cohesive approach.
Creative Direction
Multiple Transitions
As we transitioned through discovery and into design with a blended Ford Pro/Razorfish team we assisted in establishing best practices, governance, championed the shift from Sketch to Figma, and adjusted course through not one but two corporate font updates.
Creative Direction
Stakeholder Communications
With many tracks of work and numerous stakeholders we developed a monthly newsletter to help keep busy leaders in the loop.