Ford was losing potential customers due to an overwhelming online vehicle shopping experience, which was ill-prepared for e-commerce. At FordLabs, we reimagined the shopping experience through iteratively experimenting with different behavioral design approaches. This allowed us to redesign the Ford website based on data insights, ultimately demonstrating a significant increase in conversion rates within a year.

These demonstrated improvements helped highlight the success of our design strategies, and they began to be implemented by the broader Ford digital team as it developed the future e-commerce site and experience.