In 2021 Ford Pro embarked upon an effort to become its own brand within the 118 year-old Ford family. As number 19 on the Fortune 500, Ford was a comfortable home but the growing pains of standing up a new brand experience paved the way for a focused experience that empowers fleet customers well beyond the familiar sheet metal.
Challenge
Despite being 2x larger than its nearest competitor, Ford Pro had:
- 0% unaided brand awareness
- 90%+ bounce rates on key pages
- Fleet customers unsure that Ford Pro was meant for them
Approach
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Over 2 years, I led a team of 20 designers, writers, and strategists in partnership with Ford Pro stakeholders and growing creative teams
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Created a new information architecture, navigation, design system, and continuous web marketing improvements
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Consolidated 80 sites and 8 design systems that had fragmented the commercial experience
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Integrated authenticated and unauthenticated systems, and streamlined business processes
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Developed a future vision for personalization, positioning Ford Pro as a leading telematics and productivity platform for fleet managers
Results
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+25% engagement rate
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+30% conversion rate
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+40% sales conversion rate
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New design system and turnkey components improved design and development efficiency
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Helped Ford Pro expand and mature its internal experience design team
- Championed the transition from Sketch to Figma, shaving months off the design system delivery date
I
Client
Ford Pro
Project
Site Design & Design System
Agency
Razorfish
Timeline
2023-2024
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.