Ford Open Canvas
The challenge:
The CMO of Ford Motor Company challenged us to throw out everything we thought we knew about Ford.com and start with a clean slate. The brief was bold: reimagine the entire digital experience into something fresh, exciting, and truly innovative. It was an open invitation to break conventions, think differently, and push beyond traditional automotive website norms.
We were encouraged to leverage emerging technologies and design a curated, seamless shopping journey that feels as modern and dynamic as the vehicles Ford builds. The goal wasn’t just to redesign a website—it was to create a destination where every interaction feels personal, intuitive, and unmistakably Ford.
The solution:
Most car websites are cluttered and frustrating to navigate—users often have to wade through irrelevant content and multiple clicks just to find what they need.
After benchmarking several experiences, I thought: what if we let the customer build Ford.com? By dynamically tailoring content based on their interactions, interests, ownership stage, and entry points, we could create a more intuitive experience. Users could save or dismiss what’s relevant to them, essentially crafting a personalized, flexible shopping journey that adapts to their needs.
The work:
I began the process with hand-drawn sketches and detailed diagrams to map out the information architecture and overall UX structure. This early exploration helped establish a solid foundation and allowed me to identify key touchpoints and opportunities for streamlining the user experience.
Building on that groundwork, I developed high-fidelity user journeys that focused on the areas most important to the client: an unauthenticated homepage experience, an authenticated customer flow, and a vehicle exploration and potential purchase path. These journeys brought the vision to life in a tangible way. Ultimately, my concept was one of three selected to move forward and be presented to Ford leadership.
“A+. I haven’t been this excited at Ford in a very long time.
The concepts elevated the discussion well-beyond design elements and experience,
challenging how Ford should embrace a lifestyle-based approach across marketing.”
Suzy Deering - Global Chief Marketing Officer, Ford Motor Company