Project Duration
2022-2024
People
3 Product Designers
3 Project Managers
6 Dev
6 Marketing
Deliverables
Landing page. Web Portal. App.
*
Sell. Launch. Sell.
Second Highest Selling EV Vehicle
Fun fact, corporate car companies don’t own dealerships, so Ford wanted a new stream of business and originally partnered with Uber next to Hertz for their ride-share drivers to access a “flexible lease” for their Uber rides, and later pivoted to selling the car to the general public.
Process
Assessed and went to work.
We had one designer on each product. Early on in standup meetings I saw all three and quickly saw some issues visually.
Insurance companies weren't ready.
Legal barrier
Legal copy was used to the term rental only for insurance integration. We had to supply our customers with insurance directly from Ford. I supplied our team with business acumen just based on intuition and brief discussions in personal uber rides. And a new component with automation with our Customer Care teams to increase turn around times.
Human Customer Handoff
Insurance
Package Restraints
Long wait time to receive a vehicle
Range Anxiety
Addressed research
4x our business
Suggesting unlimited miles increased our business and a feature including automation for our customer care would help 2 week wait times.
Web Portal User Flow
11 Screens
We needed to increase our completion rate and entry adoption.
I recommended an AB test and owned the B version.
Cut the fat.
5 Screens
Used research strategies for simplification of the screens, inputs, while preserving the product requirements.
2 week waiting painpoint
Automation
I suggested automation so that when the customer during the flow enters their preferred available time the service journey helps handoff.
Research applied.
Fewer screens. Quicker entry. 7 of 10 agreed.
The App.
Vehicle Controls
Sound component prioritization with simple compartmentalization provides less thinking and quicker adoption and the features do the all the retention.
Own it.
Director level support.
We needed to launch our UK and US sites quicker. I simply figured out the difference between the two sites, UK’s business was the same but US just had different vehicles and prices. Therefore I suggested since design was ahead of dev, we preserve everything but the package plan section, and with a simple toggle we can allow traffic to be filtered based on location and have one URL making dev support increase 2x.
Direct impact.
Results
7 of 10 preferred the B test helping conversions go up 13.5%. The unlimited miles suggestion led to the business increasing 4x year over year. And the retention from our app was exponentially climbing each year.
