RAMA RAYANA

While Ford carries strong brand recognition, its digital platform didn’t live up to this––fragmented design patterns, confusing navigation, and an inconsistent experience made it hard for users to find what they needed.

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

Develop a modern and unified design system by standardizing patterns and components that could flex across markets, keeping the Ford experience recognizable across touch points, but still leaving room for flexibility and innovation.

Make decisions rooted in reason. Be thoughtful. Be purposeful. Be empathetic to human need.
Make space. Create focus. Guide. We should be a breath of fresh air in a complex world.

Connect with people. Inspire optimism. Spark imaginations. Create energy. Be bold. Tell real stories.

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

Kicked off with an in-person workshop at Ford's Detroit office, collaborating with designers and engineers to align on goals and brainstorm solutions. Conducted a deep-dive audit of the existing website to flag inconsistencies and broken features, then designed both existing and new components to build out the design system. Contributed to early UX strategy and research, wireframed and prototyped user flows, and annotated screens for the dev team.

Before launch, we leveraged AI-model training based on real eye-tracking research to predict how customers visually process our screens and identify distractions or competing elements. The data guided refinements that improved focus, usability and conversion rates.