2021
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 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.
Components
Based on Ford's visual identity used in their digital products, we created the components while working on the concepts in Figma.
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.
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.
Isaac Vigil © 2022