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FordPass Pro — EV Feature Delivery for Small Fleets

February 2021

ROLE

UX & UI

TEAM

Ford Motor Company

TOOLS

Figma, Miro, Sketch, Invision, Abstract

USERS

6,000+

PROBLEM

Usability

FordPass Pro is Ford’s global companion app for commercial customers — designed for small business owners managing 1–5 vehicles. It enables remote monitoring and control, and it’s grown steadily over time as new capabilities and vehicle types have been added.

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I was the lead product designer on a key phase of this work, with a focus on bringing electric vehicle (EV) features into FordPass Pro as the e-Transit launched globally. The challenge wasn’t just adding features — it was making sure EV functionality felt intuitive, trustworthy, and scalable inside an app that was already evolving.

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Because this is a live, proprietary product, I can’t share every screen publicly. But I can share the approach, the constraints, and the type of work I led.

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What I Owned

 

I designed end-to-end EV experiences including:

  • Remote cabin temperature control

  • Finding public charge points

  • Charging preferences and schedules (e.g., off-peak charging)

  • Supporting flows and UI patterns needed to scale EV functionality globally

 

I worked closely with engineering and product to shape MVP scope, validate feasibility early, and deliver production-quality designs under a tight deadline.

EVFlagship.png

The Problem

 

During the FordPass Pro 2.0 redesign, we started to see a classic scaling issue: as features expanded, the original structure and patterns began to creak. Usability issues surfaced, and the app needed to evolve without becoming harder to navigate.

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At the same time, Ford’s shift toward electrification created a new requirement: EV owners needed the right tools on day one, not as a “nice to have later.” With the e-Transit launching in 2021, we needed to integrate core EV features into the new experience quickly — without compromising quality. 

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Constraints

 

This work happened during COVID, so everything — collaboration, research, and testing — was fully remote.

 

We also had a hard date: a European pilot was scheduled for July 2021, which gave us around eight weeks to:

  • define scope

  • design and prototype

  • test with users

  • support development and delivery

 

I was the sole designer in a small team (PM + engineers), so speed and clarity mattered. I spent time early aligning on MVP requirements with the PM and running feasibility sessions with developers — including reusing components from the Pro Design System wherever possible to accelerate delivery.

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What I Did (Process)

 
Research & discovery (remote)

 

We carried forward foundational research from FordPass Pro 2.0, then ran targeted discovery specifically for EV ownership needs.

 

I wrote the interview script and conducted remote interviews using UserZoom, focusing on:

  • what new EV drivers worry about

  • what they need to feel confident day to day

  • where they get stuck (charging, planning, prep, range anxiety, etc.)

 
Synthesis & alignment

 

We synthesised findings in Miro using remote affinity mapping. This helped us quickly align as a team and challenge assumptions.


One insight that stuck with me: cost vs diesel wasn’t always the main story. Many users were surprisingly values-driven — environmental benefits mattered, and users cared about the quiet, calm driving experience as much as operational savings. That shifted how we framed feature value and onboarding.

evaffinity.png
Prototyping → high-fidelity design

 

I moved fast through:

  • low-fidelity wireframes in Miro to align flows and spot technical risks early

  • high-fidelity screens in Sketch, using the Pro Design System for speed, consistency, and clean handoff

  • clear end-to-end app flows to help the team understand how everything connected

 

Two features emerged as top priorities from research:

  1. Finding public charging (with a strong desire for real-world availability context)

  2. Charging schedules (off-peak savings + pre-warming before early starts)

 

Throughout, I shared user quotes and insights in team sessions to keep decisions grounded in real needs, not opinions.

evmiro.png
scheduled.png
publicchargingflow.webp

Delivery and Outcome

 

We delivered the sprint on time for the pilot by:

  • keeping scope tight and focused on the most valuable EV workflows

  • partnering closely with engineering to avoid late surprises

  • leaning on a component-based system so changes stayed manageable

 

The EV features were well received, and the work contributed to my progression into a more senior role. Afterward, I supported a smooth handover to the designers taking over FordPass Pro day-to-day.

 

What This Demonstrates

 

This project is a good snapshot of how I work when the stakes are high:

  • Designing for real-world complexity and anxious “new category” users (EV ownership)

  • Delivering end-to-end flows under tight time constraints

  • Strong remote research + synthesis + stakeholder alignment

  • Building scalable UI patterns using a design system

  • High collaboration with engineers to ship, not just prototype

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