Ford Conversion Platform

2021

Ford-logo-fill

The opportunity

Commercial vehicles are the main source of revenue for Ford in Europe.
Many of those vehicles are converted to different needs; refrigerated vans, racking solutions, lifting equipment, and others.


Goals

Create a commercial vehicle platform for Ford to be used by 3 types of users:

  • Customers that require conversion of their new commercial vehicle
  • Dealers that will manage the orders
  • Converters that will adapt the vehicle to the customer requirements


My Role

I lead the experience strategy and design for the new conversion platform, balancing the needs of the business, dealers, customers, and converters.
The design team consisted of 5 designers, that collaborated in different stages of the process.

ford-racks

Ford Transit Connect with a racking system installed

Workshops

We conducted a series of workshops with the stakeholders to be able to identify the needs, blockers, and opportunities.

Key-Findings

Components

Based on Ford's visual identity used in their digital products, we created the components while working on the concepts in Figma. 

 

ford-ccp-components

Research

A series of remote user interviews and usability tests were done, with each type of user: customers, dealers, and converters.

Various valuable insights came from those, which we implemented in the design.


Designs

Below are the designs of the login page and then the flow to create a new conversion request. The initial focus was to release on desktop and tablet based on the feedback, having a mobile version to be developed in the future.

 

Sign-In
1.1.01-Customer-Dashboard
1.1.02-Customer-New-Request-Conversion-type
1.1.03-Customer-New-Request-Vehicle-details
1.1.06-Customer-New-Request-Conversion-Details
1.1.07b-Customer-New-Request-Select-dealer
1.1.08-Customer-New-Request-Review-and-submit

Final thoughts

Leading the design for the conversion platform project was challenging as there were many different parts involved, and it's a product that serves three types of very different user needs. Although it was challenging, it was also really rewarding to see it come together in a short period.

 

Vehicles

Isaac Vigil © 2022