Ford instagram ecommerce
The challenge:
In 2020, Millennials became the largest group of new car buyers, outpacing every other age demographic. This shift signaled a clear need for the automotive industry to better connect with a generation that values convenience, digital experiences, and personalization.
Recognizing this, my Ford client wanted to find more effective ways to engage Millennial shoppers while also simplifying the often overwhelming car-buying process. The goal was to create smarter, more intuitive digital touchpoints that align with how this audience shops—streamlined, mobile-first, and seamlessly connected from discovery to purchase.
The solution:
My research showed that over half of U.S. Millennials are active on Instagram, with 71% using it weekly and many relying on it to discover new products. Since 88% of Millennials start their car-buying journey online, it made sense to meet them where they already are.
I proposed a refined Ford Instagram store with shoppable images organized by lifestyle and vehicle type. Leveraging Instagram’s native shopping tools, users could explore custom builds, find local inventory, or accessorize their vehicles—making the experience faster, more intuitive, and right at their fingertips.
User Testing Screens
User testing results
