2022-2023: Branding, Web, App, & Design System
Ford Drive: Available to rideshare drivers (Uber for example), the Ford Drive service helps to democratize electric vehicle (EV) access while reducing the carbon footprint in urban areas. The Ford Drive service offers a flexible lease that allows rideshare drivers to select their Mustang Mach-E with zero money upfront and no long-term commitments. The vehicle is delivered to the driver within two weeks, and they use the Ford Drive app to manage payments and service. In each city, the Ford Drive team works with local dealers to purchase a fleet of Mustang Mach-Es. Service and maintenance of those vehicles is included in the subscription.
The primary goals
Increased EV Adoption: The program aims to significantly increase the number of electric vehicles used for ridesharing, contributing to a greener future.
Flexible Leasing: It provides flexible leasing options for Uber drivers, allowing them to lease a Mustang Mach-E for one to four months, depending on their location.
Brand Recognition and Sales: For Ford, the program is expected to boost brand recognition and sales, particularly for its electric vehicles, and reinforce its commitment to sustainability.
Support for Uber's Goals: The initiative aligns with Uber's commitment to becoming a zero-emissions platform in North America and Europe by 2030.
As Sr. Brand Designer, my contributions included: Brand identity, brand guidelines, design collaboration on the UX and UI of the website and app, swag, and marketing materials. Ford Drive was a measurable business success – exceeding Ford’s target launch goal.
User Need: Uber drivers wanted to focus on customer service but were constantly juggling other information and trying to optimize their routes.
Design Solution: A centralized tool to help organize information and offset the cognitive burden of optimizing data.
Results:
• Vehicles Leased: Over 150 Mustang Mach-E vehicles were leased by Uber drivers during the initial pilot phase in San Diego.
Driver Retention/Rollover: More than 80% of the drivers from the 2022 pilot program rolled over into the expanded Ford Drive program.
Environmental Impact: Within the first four months of the pilot deployment, drivers collectively offset 7,000 gallons of gasoline and 68 metric tons of CO2CO2.
As of 2025: Ford Drive rideshare program is still active and operating. It launched its pilot in San Diego in August 2022 and expanded to include San Francisco and Los Angeles in June 2023.