Ford Motor Company — Ford Pro

• Led end-to-end UX/UI across Ford Pro Mobile (iOS/Android), partnering with product and engineering from discovery through launch and iteration.

• Reimagined the Vehicle Details hub (IA + UI) to scale into a feature-rich experience (health insights, history, mapping, future extensibility) aligned to the Ford Pro Design System.

• Results: downloads doubled, app ratings improved, weekly active fleets +11x, monthly active users +331%, paid telematics weekly usage 9% → 19%.

• Led design upgrades for the Upfitter Integration System (UIS) — a canvas-based web tool for configuring vehicle integrations. Reviewed ~20 hours of interviews, built a prioritisation matrix, and shipped high-impact improvements (infinite canvas, modern zoom, clearer tool structure, workflow accelerators).

• Delivered high-velocity prototypes in Ford’s Rapid Digital Prototyping environment (confidential), turning ambiguous ideas into tangible experiences for senior stakeholder decisions.

• Improved delivery health through regular retros and tight design/dev alignment, reducing friction and keeping teams shipping under tight timelines.

• Championed Figma capability: ran 6 advanced sessions for 50+ designers (Variables, Auto Layout, Dev Mode) and created internal “Snippets” to scale best practices; mentored junior designers.

Ford Mobility / FordPass

• Led UX work across the redesign and evolution of FordPass and FordPass Pro, collaborating with agencies including VML, Ogilvy, and GTB from discovery through global release and iteration.

• Designed and tested features grounded in behavioural insight and usability outcomes — including Fuel Report (tested at 9.2/10 user satisfaction) and end-to-end service flows such as Roadside Assistance, bridging phone-first real-world behaviour into digital tracking via SMS “magic links.”

• Ran global research and remote usability testing to validate navigation, terminology, and multi-vehicle workflows; synthesised findings into personas, journey maps, and prioritised backlogs.

• Improved onboarding and vehicle activation flows using research + analytics; addressed severe early drop-off in the legacy activation journey and helped nearly double successful activation completion through flow simplification and iteration.

• Delivered A/B navigation testing (bottom navigation vs side menu), producing strong concept results (average 9/10 usability and 70 NPS) to support clear product decisions.

• Introduced an incremental rollout approach (“FPP 1.5”) enabling screen-by-screen UI upgrades without a risky architecture rebuild — reducing delivery risk and making improvements easier to ship globally and consistently.