FordPass Transformation

The Challenge

The aim of this project was to completely re-design the car buying process, by researching and creating a new digital experience for use within car dealerships, and by users at home, to improve the experience of purchasing a new vehicle.

The app uses virtual and augmented reality and interactive design technologies to achieve a more emotionally driven buying experience, and create an experience that adds brand value improving conversion rates and customer retention in the long run.

Research & Discovery

I led comprehensive market research spanning 6 weeks, including:

• In-depth interviews with 40+ car buyers at various journey stages
• Dealership staff workshops to understand operational pain points
• Competitive analysis of digital-first automotive retailers
• Customer journey mapping across all touchpoints
• Data analysis of existing FordPass usage patterns

Key Insights

The Research Gap

Customers spent an average of 14 hours researching vehicles online but felt frustrated by inconsistent information between Ford's website, dealer sites, and third-party platforms. They wanted a single source of truth for inventory, pricing, and specifications.

The Trust Disconnect

While customers valued digital convenience, they still wanted human expertise at key decision points. The solution needed to blend self-service digital tools with easy access to knowledgeable staff.

Solution Design

Unified Digital Platform

I designed an integrated FordPass experience that connected vehicle research, purchase, and ownership into one cohesive platform. Key features included:

• Real-time inventory with transparent pricing across dealerships
• Virtual showroom with AR vehicle visualization
• Personalized finance calculator with instant pre-approval
• Direct messaging with dealership sales advisors
• Service booking and vehicle health monitoring

Hybrid Sales Process

The new system allowed customers to complete as much or as little of the purchase process digitally as they preferred. Some chose entirely online transactions with home delivery, while others used the platform to prepare before visiting the dealership, significantly reducing in-person time.

Results & Impact

The reimagined FordPass system reduced average time-to-purchase by 62%, from initial research to driving away. Customer satisfaction scores increased from 3.1/5 to 4.2/5, with particular praise for the transparency and convenience of the new process.

Dealerships reported higher quality leads and more informed customers, allowing sales staff to focus on relationship building rather than basic information delivery. Service bookings increased 28% as customers found it easier to maintain their vehicles through the integrated platform.

Key Learnings

This project demonstrated the power of deep user research in driving meaningful innovation. Rather than assuming what customers wanted, we uncovered unexpected insights about how they balanced digital convenience with human trust.

The hybrid approach—digital tools that enhance rather than replace human interactions—proved more successful than purely digital solutions. Customers appreciated having options and control over their journey.