One Ford App
Internship | Design System
Team:
VMLY&R @ WPP
Duration:
Apr 2023 — Jun 2023, 8 weeks
My Role:
UX Designer
Problem
Separate platforms of sub-brands caused customer confusion
Ford China has identified a challenge from the separate platforms offered by its various sub-brands, including Ford BFT, Ford NDSD, and Ford Mustang. This fragmentation has resulted in customer confusion and presents hurdles to effective branding efforts.
Strategy
Unify all sub-brands under a platform
In response, Ford China has launched a strategic endeavor to unify all its sub-brands under a single platform: the One Ford App. This initiative aims to consolidate disparate offerings into a cohesive digital experience, thereby streamlining customer interactions, bolstering brand consistency, and simplifying the purchasing and service journey across the company's diverse products.
Application
Apply the design system to optimize the user purchasing process
In addition to developing the design system, I also applied it to the product by optimizing the end-to-end process for customers, spanning from booking a test drive to purchasing a car. By integrating the new design system into every step of the customer journey, I ensured a seamless and intuitive experience that enhances usability, efficiency, and satisfaction throughout the entire process.
What I learned
A quality design system should seamlessly adapt to diverse situations
A robust design system is indispensable for any product's success. A quality design system should seamlessly adapt to diverse situations and usage scenarios. It's imperative to meticulously account for every conceivable scenario during its development, including often overlooked aspects like error messages and empty pages. This demands designers to possess a comprehensive understanding of every function and workflow, as well as the capacity to navigate both intricate systems and minute details.