THE CHALLENGE

Ford’s U.S/Canadian websites were sprawling, inconsistent and overwhelming for users. While the brand carries strong recognition, the digital platform didn’t live up to it: fragmented design patterns, confusing navigation, and an experience that made it hard for users to find what they needed.

So, how do we respect Ford’s established brand identity, while rebuilding a design system that feels fresh, intuitive and scalable?

OUR SOLUTION

We developed a modern and unified design system by standardizing patterns and components that could flex across markets. We kept the Ford experience recognizable across touchpoints, but still left room for flexibility and innovation.

THE HOLY GRAIL: NEW DESIGN PRINCIPLES

CRAFT WITH INTENTION

Authentic
Make decisions rooted in reason. Be thoughtful. Be purposeful. Be empathetic to human need.

LET IT BREATHE

Effortless
Make space. Create focus. Guide. We should be a breath of fresh air in a complex world.

STIR THE SOUL WITHIN

Passionate
Connect with people. Inspire optimisim. Spark imaginations. Create energy. Be bold but relatable. Tell real stories.

ADVANCE THE ICON

Purposeful Ingenuity
Forward advancement is in our blood. We stay true to our visionary heritage by showing up in unexpected ways.

RESKINNED MOMENTS

GLOBAL NAVIGATION

Reduced the clutter by simplifying hierarchy with fewer clickable items.
Integrated vehicle imagery for faster recognition

HERO BILLBOARD, SECONDARY NAVIGATION & VEHICLE ATTRIBUTES

Emphasized bold photography to showcase vehicles
Streamlined wayfinding through a refined secondary nav
Surfaced key details (attributes, pricing, etc.) for easy scanning

MODEL WALK-THRU

Restructured layout to easily compare trims and pricing in one viewport, eliminating repetitive back-and-forth clicks

360° COLORIZER

Made personalization easy and tactile with interactive vehicle color variations.

FEATURED CARDS & CAROUSELS

Introduced a dynamic mix of imagery, text and buttons to diversify content presentation and keep users engaged

EYEQUANT DATA

SMART EYE-TRACKING

Before launch, we leveraged smart eye-tracking heat maps to identify distractions and competing elements. The data guided refinements that improved focus, usability and conversion rates.