Personalize
SITUATION
Ford anticipated that Mach-E customers would face a significant wait between reservation and delivery. New connected EV owners needed a flexible setup tool to pre-configure their vehicle during that window, building familiarity and confidence before day one.
From nothing.
To something desirable.
TASK
Design a personalized onboarding experience that sustained customer excitement and made meaningful use of the anticipation period between purchase and vehicle arrival.
Research, Design, Test, Iterate.
New connected EV owners need a flexible setup tool, to help them quickly and confidently pre-configure their vehicle, for a more personalized ownership experience.
ACTION
As my first project after joining VML and Team Edison, I owned this initiative end to end. Beginning from the initial brief, I drove the concept through early ideation, customer research, and surveys, while leading a sustained stakeholder roadshow across Ford to build alignment and secure greenlight approval. As the project scaled, I assembled and led a small design team, guiding the experience from conceptual framework through full build-out.
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Market.
We took a look at what the competition was doing as well as analogous experiences that could provide value to ours.
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Customer Value.
Once we had a series of features that could be brought to life through the experience, we conducted surveys to understand what consumers valued the most.
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Usability.
Once we had bits of the experience working, we quickly put the experience in front of potential customers to further learn desirability and if the UI was easy to use.
End-to-end Pathway / Online Purchase
Experience.
Profile / Personalization
Drive Modes
Charge Stations
Departure & Comfort
RESULTS
The experience launched alongside the Mach-E, earning positive media coverage and strong enthusiasm from Ford stakeholders. It was eventually discontinued due to technical constraints introduced by software and hardware updates, alongside lower-than-expected owner adoption rates. It remains a forward-thinking model for connected vehicle onboarding.
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