FordPass
June 2018
ROLE
UX
TEAM
Ogilvy, GTB, VML, Ford Motor Company
TOOLS
Sketch, Invision, Marvel, Keynote, Zeplin, Abstract, Lookback
From 2018 to 2019, I collaborated with VML, Ogilvy, and GTB to revamp and deliver an enhanced version of FordPass, Ford Motor Company's global app. The objective was to meet the evolving demands of tech-savvy customers who sought seamless and efficient remote access to their vehicles. Through a comprehensive redesign process, we modernized the app to align with user expectations and provide a more intuitive and user-friendly experience.
I led the entire design cycle for the FordPass app, from the initial Discover Phase to the global launch. The existing app was lacking in functionality, design, and user engagement, and it needed a complete overhaul to cater to the European market. Despite being relatively new to Product Design, I took on the responsibility of designing and producing screen prototypes, including the UI, from scratch. Throughout the process, I conducted user research, identified requirements, and ensured that the app met the needs of our target users. My role involved shaping the UX strategy and delivering a redesigned app that offered improved functionality, design, and user engagement.
The Problem
The FordPass app project faced several significant challenges. Ford Motor Company aimed to position itself as a mobility company, not just a manufacturing giant, amidst a rapidly evolving automotive industry. Competitors had already released their own mobile apps with varying levels of success, and Ford needed to create an app that would not only compete but also stand out as intuitive, effective, and engaging.
In this era of smart technology, users have come to expect seamless control over various aspects of their lives, from adjusting home thermostats to managing security systems remotely. Users wanted the same level of convenience and control when it came to their vehicles. Meeting these high expectations was crucial for the app's success, and it was closely monitored by stakeholders, including CEO Jim Hackett, who requested regular working prototypes to ensure progress and alignment with the company's vision. The app's success would be measured by user engagement and satisfaction, reflecting the shift in consumer expectations in the digital age.
The Barriers
Global normalization of the designs presented a significant challenge, as it required conducting user research on a global scale to account for cultural variations, local regulations, and user expectations. Due to limited availability for user testing, the team adopted an agile approach, working in sprints to maximize efficiency during each testing cycle. Collaboration between multiple agencies and designers with diverse backgrounds was essential to meet the project's demanding deadlines.
As the most experienced UX designer on the team, I had the opportunity to work closely with contracted designers at Ogilvy, away from Ford's in-house team. This unique setup provided me with valuable learning experiences, allowing me to collaborate with some of the industry's most seasoned designers. Despite being a relatively recent graduate from General Assembly, I was able to introduce fresh design concepts and processes to the team, enriching the project with innovative ideas and approaches.
The Process
Using the Double Diamond process, a renowned UX tool known for its iterative approach, we began the design process by diving into the Discover Phase. This initial phase involved thorough research and exploration to gain a deep understanding of the project's objectives, target users, competition, and technological landscape.
During the Discover Phase, we engaged in activities such as user interviews, competitor analysis, and technology assessment to gather insights and identify key requirements. We also reviewed existing content and studied user behaviors to uncover pain points and opportunities for improvement.
By following an Agile Methodology, we were able to iterate and refine our designs based on the findings from the Discover Phase. This iterative approach allowed us to continually align our design decisions with user needs and project goals, ensuring a user-centered and effective design solution.
Competitive Research
As part of my competitor research, I took the initiative to understand the key features that users found invaluable within competitor apps and identified the aspects that received positive responses from users. In addition to studying automotive mobile apps, I also delved into popular health and sports apps such as Apple Health and Strava.
By personally analysing user reviews, conducting app usage tests, and studying user feedback on platforms like app stores and online forums, I gained valuable insights into the strengths and weaknesses of existing apps in the market. This comprehensive research allowed me to identify successful features, design patterns, and user preferences across different app categories.
Drawing from this diverse range of apps, I was able to leverage industry best practices, understand user expectations, and identify emerging trends. This research became a crucial reference point for me during the design process, enabling me to create an app that not only fulfilled users' automotive needs but also incorporated elements that they found appealing and intuitive from other popular apps in various domains.
Personas
To better understand what users considered "essential," I took the initiative to delve into the target user base and develop several key personas. These personas served as a valuable tool in shaping the interview process and guiding our conversations with potential users. By tailoring the interview script to address their specific needs and expectations, we were able to gain valuable insights into what users desired and what they expected to see in FordPass.
Building on my research of competitor and similar apps, I designed a comprehensive interview script that covered various aspects of the user experience. These interviews allowed us to uncover the correlations between driving behaviors, journey data, and the key values that the app needed to deliver. By listening to the users' perspectives and understanding their pain points and aspirations, we were able to identify the core features and functionalities that would resonate with them the most.
This user-centric approach ensured that the development of FordPass was guided by the actual needs and expectations of its target audience. It enabled us to align the app's design and functionality with the driving behaviors and journey data that users found most significant, ultimately delivering a more valuable and tailored experience.
Data Synthesis & Design Studio
In the Define Phase, I took the collected data from the user interviews and conducted a thorough analysis, a process commonly referred to as Data Synthesis. This involved meticulously examining the responses and identifying patterns and correlations to establish key insights. To facilitate this analysis, I employed Affinity Mapping techniques, which helped to visually organize and categorize the data, revealing trends and connections among the user feedback.
By synthesizing the data and uncovering the underlying patterns, we were able to refine and enhance our understanding of the target users. This, in turn, allowed us to further develop and refine our key personas, ensuring they accurately represented the diverse needs and preferences of our user base.
To address the core issues and challenges identified during the Define Phase, we conducted a Design Studio session. This collaborative design tool brought the entire team together to generate innovative solutions to specific problem statements. By leveraging the collective expertise and creativity of the team, we brainstormed and explored various potential solutions, guided by the "How Might We" statements. This approach fostered an environment of collaboration and enabled us to generate a wide range of ideas and concepts to address the identified user needs and pain points.
The Define Phase served as a crucial step in the design process, providing us with valuable insights and a solid foundation to inform the subsequent stages of ideation and prototyping.
User Flows & App Maps
Based on the insights gained from the Data Synthesis, I utilised the findings to create User Flows and Journey Maps, which are essential UX deliverables in visualising the end-to-end user experience within the potential solution. These tools allowed me to map out the complete path that users would follow while interacting with the app, capturing both the functional interactions and the emotional aspects of their journey.
By plotting User Flows, I could outline the step-by-step process that users would take to accomplish specific tasks or goals within the app. This helped identify potential pain points or areas of friction, allowing us to streamline and optimise the user experience.
In parallel, Journey Maps provided a holistic view of the user's emotional journey, highlighting the key touch-points and moments of engagement throughout their interaction with the product. This deepened our understanding of user needs, motivations, and pain points at different stages of their experience, enabling us to design solutions that resonate with their emotions and expectations.
To ensure an efficient and intuitive app layout, I collaborated closely with the Ford team to align with their strategic goals and promote features that were deemed crucial for market competitiveness. By building an App Map, I could visualise the information architecture and navigation structure of the app, strategically organising the features and content to prioritise user accessibility and optimize their ability to reach relevant functionalities efficiently.
These deliverables not only provided a clear framework for the app's design and development but also facilitated effective communication and collaboration among the design team, stakeholders, and development partners.
Usability Testing & Prototyping
During the Develop phase, I translated the initial wireframes, which were simple pen sketches, into mid-fidelity prototypes using design tools like Sketch and Invision. These prototypes allowed for a more interactive and realistic representation of the app's functionality and user interface.
To validate the design decisions and ensure usability, I conducted Usability Tests with participants. These tests involved presenting users with pre-defined tasks and observing how they navigated through the app, assessing their interactions, and gathering feedback on their initial impressions. The objective was to identify any usability issues, pain points, or areas of confusion that needed to be addressed.
For the usability testing sessions, I utilised LookBack, a tool that enabled recording and live-streaming of the user tests. This allowed team members and stakeholders to remotely observe the tests, take notes, and gain a visual understanding of the user's interactions and experiences on the mobile device.
By capturing these usability insights and feedback, we were able to iterate and refine the app's design, making informed decisions based on user behaviour and preferences. This iterative process ensured that the final product would be more user-friendly, intuitive, and aligned with the needs and expectations of the target users.
Working with a UI designer, we developed a feature called Journey History in Ford Pass, taking inspiration from successful apps like Duolingo, Waze, and the Apple Watch fitness system. The goal was to incorporate gamification elements that would encourage greener driving habits and enhance the brand appeal of Ford.
Initially, the feature performed well in testing, allowing users to earn points for positive driving behaviours such as smooth braking and acceleration while penalising negative behaviours like unnecessary engine idling and harsh cornering. Users could compete with friends or other Ford drivers to achieve higher scores.
However, as I explored the gamification concept further, I encountered complexities related to feasibility, especially regarding monetary or store-discount rewards. Moreover, the diverse driving habits and conditions of different users, including rural, urban, and highway driving, posed challenges in developing a fair and meaningful scoring system.
When testing the feature in other markets, such as Germany, we received negative feedback regarding the competitive aspect of gamifying driving. Taking this feedback into account, I made the decision to abandon the competitive element and refocus the feature on encouraging users to improve their driving economy without the need for competitive engagement.
By adapting and refining the feature based on user feedback and market-specific considerations, we aimed to create a more inclusive and user-centric experience that would resonate with a wider audience and support Ford's sustainability goals.
One of the features I designed, called Fuel Report, aimed to encourage driving efficiency by providing users with a visual representation of their fuel consumption on a monthly chart. To make it more engaging without relying on competitive elements, I incorporated a percentage change marker that displayed a green or red arrow next to the percentage change compared to the previous month. This allowed users to track their progress and strive for improvement in their fuel economy.
Additionally, I included an 'Improve Economy' button at the bottom of the Fuel Report, providing users with resources and tips on how to enhance their driving efficiency. By offering practical guidance, users could actively work towards improving their fuel economy and contribute to a more sustainable driving experience.
This approach aimed to empower users to take control of their driving habits and make conscious choices to reduce fuel consumption. Rather than relying on external competition, the focus was on self-improvement and providing users with the necessary tools and information to achieve their goals.
The positive reception and high user satisfaction score of 9.2/10 for the Fuel Report feature indicated its effectiveness in meeting user needs and expectations. However, I also recognized that older vehicles without a built-in modem presented a challenge for users to connect their phones to the vehicle via USB. To address this, I designed onboarding screens that provided clear explanations of the feature and the steps required for connection.
By incorporating informative visuals and concise instructions, the onboarding screens aimed to alleviate any confusion or hesitation that users might have had regarding the process. The goal was to encourage and guide users through the necessary steps, ultimately increasing their engagement with the feature.
Improving the onboarding experience for older vehicle models helped to bridge the gap and ensure that all users, regardless of their vehicle's capabilities, could benefit from and interact with the Fuel Report feature. It also contributed to a smoother and more seamless integration of the feature into the overall user experience of FordPass Pro.
Iteration
Based on the valuable user feedback, I made iterative design changes that focused on prioritising features and improving the screen hierarchy. These adjustments aimed to address user engagement and eliminate confusion. Through further testing, the changes proved to be largely successful, resulting in significant improvements in user satisfaction scores. Ratings that were initially 3/10 increased to 8 or 9/10 within just a couple of days.
Throughout the design process, I led various presentations to the Ford business team, ensuring that any newly identified requirements were integrated and that the app was tailored to the most relevant markets and key personas.
In addition to the improvements made based on user feedback, several other key features emerged during subsequent rounds of user research. One of these features was Roadside Assistance, which aimed to provide users who experienced a breakdown with the ability to request a roadside recovery vehicle through the app. The app seamlessly transmitted information about the car's faults to the recovery company, and users could track the progress of the recovery vehicle in real time on a map. The design of this feature drew inspiration from popular apps such as Uber, which offered a similar tracking experience.
As the designer, I took the responsibility of designing the initial App Flow for Roadside Assistance (RSA) from scratch. Throughout the process, I maintained regular communication with the third-party recovery company, ARC, and collaborated with Ford to ensure a seamless integration of the feature. App flows, like RSA, can become quite complex, especially when considering various business intricacies and requirements. However, it is a crucial step in visualizing the processes involved and identifying areas where unnecessary steps and interactions can be eliminated.
The initial App Flow served as a foundation, but it was understood that it would require periodic iterations as more information and specific business requirements emerged. This iterative approach allowed for continuous improvement and refinement of the flow to ensure a smooth and efficient user experience.
After conducting usability tests, it became evident that the majority of users preferred to contact their recovery service via phone call, which was the traditional method. To address this user preference and streamline the experience, I implemented a design process that utilised SMS to send users a magic link after their phone call with the RSA provider. This magic link allowed users to seamlessly transition from the phone call to a digital flow they were familiar with. By clicking on the link, they could access the app and track the progress of the recovery vehicle, creating a more cohesive and user-friendly experience.
This integration of SMS and the magic link not only catered to users' preferred communication method but also ensured that the overall experience remained consistent and uninterrupted. It provided a convenient and efficient way for users to continue their interaction with the app and track the status of their recovery process.
Further User Research
Not all features make it out of the user research alive!
During the user research phase, one of the feature ideas proposed by the business was Milestones, which aimed to provide users with distance-related trivia once they reached specific driving milestones, such as the circumference of the moon. However, this feature performed poorly in user testing, receiving an average customer satisfaction score of 4.2/10.
Based on this feedback, it was evident that the Milestones feature did not resonate well with users and did not enhance their overall experience with the app. Therefore, it was decided to abandon this idea and focus on features that were more valuable and engaging to the users. By prioritising user feedback and satisfaction, we could ensure that the final product met their needs and expectations.
Despite the efforts to iterate and explore different approaches, the Milestones feature continued to receive negative feedback from users during testing. The feedback consistently indicated that users perceived the app as a functional and utilitarian tool, and they preferred a streamlined experience without unnecessary distractions or trivia.
As the lead UX designer, I presented the findings to the business stakeholders, emphasising the user feedback and the lack of value that the Milestones feature brought to the app. I advocated for the removal of the feature, highlighting that it did not align with users' expectations and preferences. By presenting the data and insights gathered from user testing, I helped the business understand the importance of prioritising user needs and delivering a seamless and efficient user experience.
Ultimately, the decision was made to drop the Milestones feature from the app, ensuring that the final product focused on providing valuable and practical features that resonated with the users.
The End Result
Once the final designs were completed, I collaborated closely with the development team at Ford's UK headquarters to ensure a smooth implementation. I provided them with the necessary digital assets and screen designs, utilising tools like InVision, Marvel, and Zeplin to create interactive prototypes that showcased the intended user experience and behaviour.
Throughout the development process, I remained available to address any issues or inconsistencies that arose, working closely with the development team to ensure the designs were accurately translated into a functional app. This collaboration between design and development helped to maintain the integrity of the user experience and ensure a seamless transition from design to implementation.
In 2018, the app was launched on the Google Play Store and iOS App Store, making it available to a wider audience. App store feedback became an invaluable source of insights and user perspectives. Leveraging this feedback, we conducted additional rounds of usability testing to identify areas for improvement and gather user feedback. These findings were then used to inform iterative updates and enhancements to the app.
By embracing an iterative approach and continuously seeking user feedback, we were able to make significant improvements to the app and deliver an enhanced user experience over time. The iterative updates ensured that the app remained relevant, user-friendly, and aligned with the evolving needs and preferences of FordPass users.
Following on from this, I supported the immediate development of FordPass Pro, a similar app aimed at commercial users.