Ford SERVICE site redesign

I worked as a user experience design consultant for Ford Canada’s owners’ service site. I completed a heuristic evaluation on the previous website, a competitive analysis, and shared the design direction, including new content, that would be most useful to Ford owners. We reached a happy middle ground to ensure the business objectives were met and an improved user experience was delivered.

Below you can see a the changes of the information architecture, a streamlining of the categories in the primary navigation. I recategorized the categories based on findings from card sorts with users.

I eliminated repetitive content that did not add value to the users and business objectives. The simplification of the information architecture reduced the cognitive overload and streamlined the overall experience.

I am happy to discuss more details of the project in person.