Ford Land had an antiquated website, no accurate SEO and Tagging, an outdated design, no design system in place, and a immeditae need to re-build their image with new corporate direction, and branding initiative. The process started across their digital platforms and with rebuilding their digital presence - the first step: UX Design Audit of the current site that was underdelivering. The relatively small digital footprint culminated a large amount of growth for Ford Land, revenue and support across the Ford Motor Company Corporation. All locations across the globe were mainaged, maintained and incepted under the Ford Land corporate real estate entity. This branch of Ford was responsibile for an enormous amout of real estate capital across the globe. Understanding the users in their market was critical to business growth across these efforts.

Unfortunately, the current site did not convey that and failed on many fronts to both captivate and engage users and brokers.

Primary Business Challenges:

• New Corporate Direction - Newly acquired properties, building initiatives: Including Ford Campus, Michigan Train Station acquisition, Digtial + Mobile Vehicel Testing Facilities: Detroit, Dearborn, Ann Arbor Michigan
• New Business Growth Strategy - Newly analyzed business growth strategy across corporate real estate market. Reposition Fordland as a leader in the market.
• Known Regional + Local Competitive Market - Long established competitive market. New potential partners with Bedrock.
• Known User Base - SEO and Analytics tracking was not implemented properly, business users and archetypes were known.
• Design + Branding- Develop Integrated Design System with an emphasis on visual impact to users and brand noteriety.

Problem Statement:

A New Corporate Direction and Business practices as well as an antiquated, non-trackable site need to be anaalized against the current competitive market to ensure Ford Land remains a key player in the Corporate Real Estate Market(s). Primarily focus is on establishing a benchmark for users: Brokers, Dealer Agents and End Consumer Users. Define technical platform, extend Ford Land Branding within the Digital Direct Space, engage users and enable Ford Land to maintain a unified presnece. Define design patterns, establish a scalable design system as an extenion of the Global Ford brand and expanding additional usability and functional features to engage users. Present the New Corporate Direction information in concise ways and highlight new content that focued on the global reach of Ford land and their international workplace experience initiative. Future states will include: Workplace Design and Capabilities.

The Process:

Processes Used:

• Sales Process Analysis
• Competitive Analysis
• Stake Holder and Dealer Interviews
• Experience Architecture
• Site Maps + User Flows
• Journey Mapping
• Lo-Fidelity Wireframes
• Product Features Analysis
• UI Design System Development

Considerations + Outcomes:

• Custom Content Management System (CMS): A custom CMS was built using SCSS responsive design framework and custom theme aligning across our Ford design system. This CMS product platform offers responsive, fast updates in the future and a management tools that could be easily maintained in-house and within the global regional markets.
• Lowest Common Denominator: The amount of required data and interactive assets coupled with the need to develop solutions to the least common denominator drove the uniquely user centered solutions. UX Design needed to consider geological nuances and streamline across the product solution to unify and simplify the CMS build and delivery while remaining scalable across regional needs.
• Optimization Testing: Imperative that the designs be tested and built for worse case wi-fi access.
• Digital Design System: Aligning with Ford branding standards an extension of the Ford Design System was utilized as a platform for the regional deployment (focus on scalability for future international markets needs).