03.
Ford Family Content
An engagement tool that allows custom-made Ford content to be displayed, shows upcoming events in the community, and the ability for participating dealerships to share content.
About
Family Ford Content is an engagement tool that the Ford Community Managers (CM) utilize to share custom made content and upcoming events in the community.
They are responsible for attending and promoting events to amplify brand partnerships and nurture the relationship of the Ford brand within the community. Each CM is in charge of establishing an audience online and in-person.
They develop ongoing, shareable content and were in need of a better tool to share with this content with Ford dealers. They wanted Ford dealers to preview upcoming posts and events so they can additionally be shared by them.
UX/UI
The previous design for the Ford Family Content tool was acting like a consumer-facing tool when that wasn't the intent of it.
Through internal interviews with the CM team and participating Ford Dealerships I uncovered a clear picture of the CM team being able to add events and upcoming content and dealers being able to navigate the tool to access necessary content the was relevant to them.
Ford dealers expressed pain-points that included issues in not being able to find the events calendar easily, having no idea what upcoming content was being planned, and not having a clear way to know who their CM was for their location.
These insights became the foundation for the new Ford Family Content tool; with the objective being an easy-to-use tool that showcases content and events in a simple fashion.
Ford Family Content would also go on to become a selling tool for other Ford FDAF's to participate and to visually see all the content and engagement happening for the brand.
These deliverables became my guide for initial sketches
and my low-fidelity wireframes that would be used for usability testing.
Design System
Ford recently did a complete overhaul of their design system. It was important to make sure this system was followed in reflection of the Ford brand user experience.
Product Design
Ford Family Content provides an overall view of ongoing content and events in the Ford communities in one simple viewable space.
Learnings
Every day is a school day.
When creating this platform, it was essential to consider who was going to be doing the site updates and keeping that in mind while we developed Ford Family Content from a backend perspective. We wanted to make sure it was simple and intuitive for current CM's and new ones joining the team to be able to make edits on their won. Simple reminder to always keep the variety of end users in mind and not just ones looking at the pretty UI part.
This thought always happens in any project I do – not making assumptions. Just because something makes sense to me doesn't mean it does to others. Testing and getting feedback is always essential and always anticipate changes because they will happen.
I'm excited to see what adjustments we can make as more users interact with Ford Family Content and how we can make the experience of sharing and connecting communities simple and enjoyable.