FordPass & FordPass Pro — UX Redesign and Global Evolution
Led UX work across the redesign and evolution of FordPass and FordPass Pro, collaborating with agencies including VML, Ogilvy, and GTB from discovery through global release and iteration.
Designed and tested new features grounded in behavioural insight and usability outcomes, including Fuel Report (9.2/10 user satisfaction) and improved Roadside Assistance journeys that bridged phone-first behaviour into digital tracking via SMS magic links.
Research, Validation & Usability Testing
Ran global research and remote usability testing to validate navigation, terminology, and multi-vehicle workflows.
Synthesised insights into clear outputs (personas, journey maps, prioritised backlogs) to drive alignment across product, design, and engineering.
Onboarding & Vehicle Activation Improvements
Improved onboarding and vehicle activation flows using research and analytics, addressing severe early drop-off in the legacy journey.
Helped nearly double successful activation completion through flow simplification, iteration, and usability-driven refinements.
Navigation Experiments & Decision Support
Delivered A/B navigation testing (bottom navigation vs side menu), producing strong concept results (9/10 usability and NPS 70) to support product direction and stakeholder buy-in.
Delivery Strategy & Risk Reduction
Introduced an incremental rollout approach (FordPass Pro 1.5) enabling screen-by-screen UI upgrades without a high-risk architecture rebuild — reducing delivery risk and making global improvements easier to ship consistently.