Ford Ranger Expert: CX Project

As the Lead Business Analyst, I had the opportunity to collaborate with Ford on their CX project known as "Ranger Expert." This project was primarily aimed at addressing a critical issue in the Australian market – the underutilisation of Ford Ranger vehicles, with many buyers using only 15% of their vehicle's capabilities. Additionally, prospective buyers or "intenders" were hesitant to visit dealerships due to the sales-oriented nature of these establishments. Ranger Expert sought to tackle both of these challenges head-on.

Underutilisation of Ford Ranger Vehicles: Research indicated that a significant proportion of new Ford Ranger buyers in Australia were utilising only 15% of their vehicle's capabilities. This underutilisation was not only a missed opportunity for customers to make the most of their purchase, but also a concern for Ford in terms of brand loyalty and customer satisfaction.

Reluctance to Engage with Dealerships: It was observed that potential buyers or intenders were hesitant to test drive or consult with dealerships due to the perception of a "sales-oriented" nature associated with traditional dealerships. This hurdle in the customer decision journey was causing potential customers to delay their purchase decisions.

To address these issues, we delved into research to understand the extent of customers' reluctance to visit dealerships. Our findings included:

Survey Data: We conducted surveys and gathered data that indicated a significant percentage of potential buyers (approximately 70%) were uncomfortable or apprehensive about the prospect of visiting dealerships. This data highlighted the need for a solution like Ranger Expert to engage with these customers in a non-intrusive and informative manner.

Customer Interviews: We also conducted in-depth interviews with individuals who had avoided dealership visits. Common themes that emerged included concerns about high-pressure sales tactics, a lack of unbiased information, and the desire for a more educational and personalised approach to car buying.

Ranger Expert was designed to target and engage this customer group effectively. By providing unbiased and personalised advice to new buyers and intenders of Ford Ranger vehicles, we aimed to maximise the use of their vehicles and foster trust in the brand. Our approach focused on delivering expert guidance in a non-sales-oriented manner, bridging the information gap that had deterred potential customers from dealership visits.

In summary, the Ranger Expert project was developed in response to a clear problem statement and research insights that revealed customers' reluctance to visit dealerships. Through a combination of research, strategic planning, user-centred design, and Agile methodologies, the project aimed to provide a valuable solution for both existing and potential Ford Ranger customers while contributing to a comprehensive digital transformation in a diverse employee environment.

My key responsibilities in this project include:

Roadmapping: I guided the strategic planning process, establishing the project's roadmap to ensure a smooth execution.

UX/UI Design: I oversaw the design process, crafting an intuitive user interface that would deliver an optimal user experience.

Desk Research: I conducted thorough desk research to gather valuable industry insights and best practices, informing our project's approach and strategy.

Team Coordination: I effectively coordinated the work between the development team and Ford's employees, ensuring the seamless execution of the project.

User Interviews: I engaged directly with end-users to gather valuable insights, which were instrumental in informing our design decisions.

Creation of User Stories: I developed detailed user stories that clearly communicated the needs and behaviors of our target user group to the development team.

Running Scrum Ceremonies: I facilitated and managed Scrum ceremonies, ensuring that the development team followed Agile methodologies, including sprint planning, daily stand-ups, sprint reviews, and retrospectives.

This project underscores my capability to manage a comprehensive digital transformation project in a large-scale, diverse employee environment.