Ford Global User Profile

Unified Experience Through Single Sign-On

Case Study

Overview

Ford’s owner experience was fragmented across multiple sites and logins.

Owners lacked a single place to manage everything related to their vehicles.
The initiative aimed to introduce single sign-on across all Ford digital properties.
Goal: create a unified “single pane of glass” where owners can:
- Manage their vehicles and maintenance schedules
- Connect with dealerships and service history
- Shop and customize new vehicles
- View dealer offers and incentives
- Extend service plans
- Make Ford Credit payments
- A responsive, cross-platform solution enabling users to access their personalized Ford experience anytime, anywhere, from
  mobile, tablet, or desktop.

My Role

UX Design Leadership: Led the end-to-end, mobile-first redesign of the urgent care scheduling flow to reduce friction and align with user behavior.

Journey Mapping & Strategy: Mapped the scheduling journey using analytics and heatmaps to streamline steps and shorten time-to-booking.
User Research: Combined heatmaps, funnels, scroll data, A/B results, and qualitative feedback to identify pain points and drive IA and UI improvements.
Cross-Functional Execution: Partnered with product, engineering, QA, and stakeholders to prototype, validate, and launch a simplified, self-service booking experience grounded in Baymard best practices.

Personalized Experience

A unified digital hub designed to connect customers seamlessly across their shopping and ownership journeys. The goal was to create a centralized experience where users could:

Receive personalized notifications and updates based on their lifecycle stage with the brand.
Store and access content relevant to their vehicle research, purchase, and ownership activities.
Bridged the gap between owners and dealerships by simplifying access to vehicle service, maintenance reminders, and tailored promotional offers.
Connected Ford Credit with vehicle owners to streamline payments, financing options, and account management.

By aligning design, content strategy, and personalization frameworks, we built a system that delivers targeted messaging and tailored experiences—helping Ford customers feel recognized, supported, and in control throughout their relationship with the brand.

Responsive Design

Get Notification on new deals and go to the shopping planner

Building your vehicle & customize features

Buy vehicle online

Outcomes

Single login across all Ford applications, giving owners a truly connected experience with no need to remember multiple passwords.
Anytime, anywhere access with a responsive design that worked seamlessly across mobile, tablet, and desktop.
30–40% faster task completion for key owner actions (scheduling service, managing vehicles, accessing Ford Credit).
Higher engagement and lower abandonment, driven by clearer navigation and simplified flows.
Reduced support calls related to login issues and account access confusion.
Stronger cross-team alignment by grounding decisions in user journeys, shared data, and behavioral insights.

Shopping Planner landing screen & Owner’s Dashboard

Reflection

Mobile-first isn’t optional—it’s the primary user behavior, and designing for it from the start improved clarity and speed.
Behavioral analytics revealed more than user interviews alone, especially around friction points and hesitation moments.
Early prototypes saved weeks by allowing fast validation before engineering effort began.
Cross-functional rituals were key—design, product, and engineering created a shared understanding of problems, not just solutions.
Simplicity wins—removing decisions, reducing cognitive load, and clarifying actions had a bigger impact than adding features.