During 8 years, I played a pivotal role in a strategic agency for Ford Brazil, where I led a comprehensive redesign of the purchasing journey, redefined the customer channel ecosystem, and spearheaded the launch of Ford’s e-commerce platform in Brazil. This article delves into the project’s objectives, results, and my role in driving its success.
For this specific project, Our mission was to redesign Ford Brazil’s purchasing journey, enhance the customer channel ecosystem, and introduce Ford’s e-commerce platform to the Brazilian market. This ambitious project aimed to improve user experience and streamline the buying process for Ford customers.
In our quest to enhance the purchasing journey for Ford Brazil, we recognized the importance of cultivating a strong user-centered culture within both the internal agency and the Ford team. By prioritizing user needs and preferences, we aimed to drive innovation and create meaningful experiences. This foundation enabled us to successfully launch key initiatives, including an internal Lead Management platform that streamlined collaboration with dealers and the phased rollout of the Offers Platform, designed to provide end-users with an exceptional experience.
Ford Plataform Homepage
User-Centered Culture: Implemented a user-centered design approach within the internal agency and the Ford team, fostering a culture of user-focused innovation.
Lead Management Platform: Successfully launched Ford’s internal Lead Management platform, enabling seamless collaboration with dealers.
Offers Platform: Rolled out the Offers Platform in three phases, delivering a refined user experience for end-users.
Direct Impact on Sales
Lead Growth: Achieved a remarkable 300% increase in lead generation.
Customer Service: Elevated customer service effectiveness from 30% to 70%.
Digital Sales Channels: Ensured that 100% of digital sales channels were impacted by the redesign.
Customer Satisfaction: Attained an NPS score of 80, reflecting high levels of customer satisfaction.
Building a User-Centered Team: My initial role involved assembling a dedicated team and advocating for user-centered design principles. This foundational work took two years, during which I integrated into strategic decision-making and established a collaborative dialogue.
Redesigning the Lead Management System: We undertook a significant overhaul of Ford’s lead management system. This project involved optimizing campaign strategies, refining lead handling processes, and enhancing follow-up practices. The results included a new lead treatment program, improved customer service, optimized phone protocols, and a real-time monitoring system.
Conducting In-Depth Research: Over the next three years, I led research initiatives to understand how users discover and decide on purchasing a car. This research informed several projects, including enhancements to the official website and the creation of an Offers Portal managed directly by Ford’s internal teams.
Project Leadership and Management
Team Oversight: Directed a team of two designers and an SEO expert through various project phases, ensuring cohesive and effective design solutions.
Workshops and Collaboration: Facilitated Design Thinking workshops and coordinated efforts with internal and Ford teams to drive project success.
Strategic Design Management: Managed the entire customer lifecycle, from identifying market opportunities to designing system flows and overseeing UX design from low fidelity to UI.
Development and Metrics Analysis: Oversaw development processes, analyzed metrics, and proposed strategic improvements for Ford’s purchase platform in collaboration with the Data team.