Ford Performance is the high-performance division of the Ford Motor Company and the multinational name used for its motorsport and racing activity. The challenge was to re-design their website to capture the essence of speed and the thrill of the race.
As a UI Designer on the team, I collaborated with the Design Lead, UX Designer and UX Copywriter to:
1. Simplify the user experience through an updated information architecture and human-centered design
2. Develop engaging vehicle pages to serve audiences coming from Model & Year queries that drive organic search traffic
3. Create intentional content that pushes Performance site to show up for racing fans
How might we enhance the Ford Performance website to evoke speed and racing thrill, streamline user experience, and engage racing enthusiasts with optimized content and vehicle pages?
1. Dated, disjointed and difficult to navigate
2. Centered around brand priorities versus the wants and needs of motorsports lovers and enthusiasts
Using Ford's design system (Ford Motion) along with textures and angled patterns to show the essence of speed and motion, I collaborated with the team to turn it into an integrated and engaging home for performance enthusiasts and motorsports lovers to:
1. Stay up to date on news and events
2. Find resources to fuel their passions
3. Connect with others who share their interests
I conducted an audit of direct competitors to pinpoint successful elements, identify gaps, and uncover opportunities for the redesigned Ford Performance website to really stand out.
Additionally, I worked with the UX Designer to update the information architecture to improved the site's performance. It was important to move away from being tied to the current site (i.e. linking from the new to the old), plan a phased approach for efficient launch and growth, and make designs flexible to reuse and speed up delivery.
As a UI Designer on the team, my responsibilities were to collaborate with the UX Designer to create wireframes for the website redesign and use Ford Motion design system to design the Home Page, Series Landing Page, Vehicle Detail Page and Events Landing Page.
The redesign projected a 35% increase in user engagement and a 40% boost in site traffic. These improvements positioned the site as a premier resource, which would potentially drive a 25% increase in parts sales on ford.com.
My designs contributed significantly to the success of the pitch presentation for the Ford Performance website re-design.
