Future of Ford

Role

Director of Experience Design

Contribution

Experience strategy, lifecycle framework, design documentation, design system alignment

Year

2024 - 2026

Live Site

Key Facts

Platforms
Ford.com Vehicle Homepage (VHP), AEM CMS, Ford Design System (FDS)

‍Cross-functional partners
Product, engineering, analytics, marketing, platform teams

‍Impact
‍+ 25% increase in Search Inventory views
+ 11% increase in lead form conversion
+ 2% increase in click-to-dealer referrals

The Problem

Ford’s Vehicle Homepage was designed as a static experience, despite vehicles progressing through distinct phases of a model year, from reveal and order banking to peak retail availability and final inventory sell-down. As inventory availability and shopper behavior shifted, the page did not adapt, often surfacing actions that no longer aligned with customer intent.At the same time, teams lacked clear documentation and scalable components to support evolving vehicle experiences across multiple launches, creating inefficiencies and inconsistencies in how pages were built and maintained.

Business Goals

The initiative aimed to align the digital experience with the lifecycle of a vehicle launch, improve inventory discovery and dealer referrals, prioritize high-engagement tools like Model Walk and the 360 Colorizer, and create scalable documentation and design system alignment to simplify how teams launch and manage vehicle experiences.

Scaling the Future of Ford

Redefined Ford’s Vehicle Homepage (VHP) as a lifecycle-driven digital experience that evolves alongside each stage of a vehicle launch. In parallel, I helped establish the Future of Ford experience documentation and AEM component library alignment with the Ford Design System (FDS) to ensure these lifecycle experiences could scale consistently across Ford.com and future vehicle programs.

Designing a Lifecycle-Driven Vehicle Experience

To better support Ford’s vehicle launch cadence, I expanded the Vehicle Homepage (VHP) experience into a lifecycle-based framework that adapts content, modules, and calls-to-action based on the stage of the model year. Rather than relying on a static page, the experience dynamically shifts across five phases: Reveal, Order Bank Open, MYCO (Retail Peak), Order Bank Closed, and Sell-down. Ensuring customers always see the most relevant actions and information for that moment in the product lifecycle.

This strategy allowed Ford.com to better support both early discovery and late-stage inventory shopping, while simplifying content management for teams. By prioritizing high-engagement modules such as Model Walk and 360 Colorizer, elevating Search Inventory and Build & Price CTAs, and streamlining lower-performing content, the framework improved conversion-focused behaviors including inventory searches, dealer referrals, and lead submissions while reducing operational overhead.

Vehicle Homepage (VHP) experience framework aligned to the lifecycle of a model year. Adapting content, modules, and CTAs as inventory and shopper intent evolve.

The Vehicle Homepage dynamically adjusts content density, messaging, and calls-to-action as the model year progresses. During reveal phases, the experience prioritizes storytelling and lead capture.

As inventory arrives, the page shifts toward configuration tools and inventory discovery.

Aligning the experience with the vehicle lifecycle increased inventory discovery, lead generation, and dealer referrals while simplifying content operations.

Results & Reflection

This work demonstrated how experience strategy and platform design must evolve together. By defining a lifecycle-based framework for vehicle pages and pairing it with clear documentation and design system integration, we created a scalable approach that could support Ford’s launch cadence across multiple model years. The result was an experience that better aligned with shopper intent while enabling teams to deliver consistent, system-driven experiences across Ford.com.

49%

Overall Customer Satisfaction

Up from 32.0%

58.2%

Task Completion

Up from 41.1%

38%

Brand Trust

Up from 30.1%

47%

Purchase Intent

Up from 42.3%

Comparative results 6 months from launch versus previous year with old design system ReImagine framework.

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