Hall of Fame of Rondesignlab - Ford Configuration Tool

• As Jack, the project lead, put it: "This project will remind us of the importance of communication." He was right. This is the Ford case study. Enjoy. 

Where it all began

• When Ford approached us, they had a problem: their car configurator was driving customers away. People would start building their dream car, then abandon it halfway through — frustrated by clunky navigation and too many overwhelming choices. Ford needed us to transform a complex customization experience into something intuitive and genuinely enjoyable.

Our Mission

• To redesign the Ford Configurator Tool from the ground up. What looked like a straightforward UX project would quickly reveal itself to be far more complex than any of us anticipated.

• The challenge

  The big “boss” of our project was the user flow. Unlike a simple e-commerce transaction, car configuration involves thousands of potential decision points. Jack, the lead of the project, remembered this part of the project vividly, to say the least…

User Flow

• In car configuration, you always have to count for mistakes. Since it is a creative process, users would constantly cancel the color choice, change the look of the wheel, or even screw it all and pick a different model. That’s a struggle we have to look out for.

Collaboration struggles

• Working with external contractors presented unique challenges in balancing creative vision with established parameters. Our initial discussions required careful navigation as both teams worked to understand the constraints and opportunities within the project scope. The client's team shared valuable insights about previous iterations and the evolution of their requirements.

• 72% of users

  The idea behind the Ford Configurator tool was in ease of use. Raw data suggested that 72% of users preferred to access the service on their mobile devices. Consequently, we adopted a mobile-first design approach, optimizing the interface, load times, and touch interactions for a seamless smartphone experience.

• We were thinking about the situations people may be in – on a plane, in an office, at home late at night, lazy to get off the couch to bring their laptop. We wanted to create a design that says “easy, don’t push yourself too much.” Besides, mobile customization is somewhat more comfortable if you really think about it. A touch screen allows for precise customization, which obviously stands higher than a mouse that’s hard to control to an inch.

• Visual Hierarchy

  We implemented clear visual hierarchy and strategic screen placements, including specialized prompts that warned the user to turn their screen over for a better viewing experience when viewing detailed 3D models or large selection galleries.

• Important Information

  We consistently highlighted important information (e.g., impact of an option on pricing or delivery time) within the design, ensuring the user was always aware of critical decisions.

Measurable Outcomes

• Sales Conversion Increase

  The improved and intuitive user experience led to an increase in Ford sales originating from the configurator tool within the first year.

• Customer Engagement

  The tool achieved an average user session duration of 7.5 minutes, far exceeding industry benchmarks, demonstrating high engagement with the customization options.

• Brand Loyalty and Trust

  By providing unparalleled transparency and personalization, the tool significantly increased user trust and brand loyalty, effectively improving Ford's overall B2C relations and cementing their position in the digital automotive space. The seamless configuration-to-dealer handover process streamlined the final sale, reducing friction for both the customer and the sales team.

Future Endeavors

• We're not sure what you'll take away from this article, but we hope you enjoyed the ride. If you're hungry for more insights - and hey, we get it - visit our Blog to explore the world of design and business. Good luck!