The challenge
Like many global brands, Ford Motor Company was eager to respond to the success of the iPad. At the time, their sales tools, primarily written in HTML or Adobe Flash, either performed poorly on touch-based devices or didn't work. They sought a new solution as it became apparent that gestural platforms were too important a platform to ignore.
I led the multidisciplinary team of designers and architects from the front, contributing to the design vision, interaction models, and team leadership to create Ford's first touch-centric customer experience.
The opportunity
Stakeholder interviews quickly revealed that Ford wanted more than simply porting the existing Build and Price tool from Flash to iPad. Ford wanted us to reinvent the Build and Price customer experience from the ground up, not just from a technological perspective but also from a customer experience perspective. The goal wasn't to adapt the existing tool to today; the goal was to surpass it in every relevant metric.
The result
The design was so well-received that it led to a revamped style guide for Ford's entire suite of sales tools, not only for touch devices but also on the web. Today, Ford's Build and Price product still uses the fundamental interaction models we designed years earlier.
