Role: UX Lead | Team: Visual Designers, Associate Creative Director, Content Strategists, UX Manager

Goals

Reimagine the car shopping and ownership journey of Ford.com by better engaging customers through encouraging discovery and personalization.

The Approach

As a multidisciplinary team, we tapped into customer mindsets and created optimizations which personalize the experience — meeting customers where they are in the car purchase process, first vs return visit to the Ford site. We brainstormed ideas on how to prioritize lifestyle content to connect customers to the Ford brand and culture.

The common threads through the process were consistency, definition, and meaning — where our end goal was not just flashy pages, but instead cohesive pathways for customers, clear actions, guiding them through to the purchase process.

My Role + TASKS

• Lead UX within a pod team structure

• Co-created and collaborated across the internal Sapient and Ford client teams

• Coached junior UX and visual designers

• Performed an experience inventory and audit of the site

• Presented recommendations for optimizations to taxonomy, architecture, and content — visual and copy

• Crafted content hierarchy and experience strategy based off user scenarios

• Established an optimized customer journey and architecture, each page with an engaging story

• Gained alignment on business goals and user needs across internal Sapient team and the Ford team