Reimagine Ford

A new design system for Ford’s U.S. and Canadian websites.

Problem

Ford’s website was outdated and using inconsistent branding and design from many other teams. UX and UI issues of continuity throughout.

Ford’s design system lacked clear standards for how the Ford brand must be expressed. Inconsistencies with icons, buttons, links, alignment, color, imagery, and components created an out-of-date look and led to a falliable online experience.

SOLUTION

How do we maintain Ford’s world established brand while modernizing the new design system? Develop a UX/UI friendly design pattern that establishes a clear and consistent system for Ford assets that can be applied to all US and Canadian sites.

Upgraded design system principles 

Process

By leveraging Ford’s new design principles we are able to organize and create structure. We strategically use negative space to welcome and create freedom to explore in designs. Prioritized hierarchy of information to clearly guide and communicate what is critical. Removed extraneous elements to say more with less. Used motion to advance the experience and propel the user forward. We provided full specifications to our dev partner so that could easily apply those designs to the current system.

Reskinned and redesigned components

We touched most components for both the vehicle homepages as well as across most of the site. Key ones featured: