Ford Motor Company | 2024
What
An interactive kiosk for auto shows and dealerships, vehicle hang tags, and stickers to promote in-store awareness of Ford’s hands-free highway driving feature known as BlueCruise.
Background
Customers feel uncertainty when it comes to emerging assisted driving technology. Dealers need a better method of communicating BlueCruise information to customers in a way that is engaging and educational without overwhelming them throughout the process. How might we excite, educate, and convert shoppers to BlueCruise with an in-store activation that can be quickly tested on a budget of roughly $5k?
Contributions
As Senior Experience Designer, I led the end-to-end design, delivering a functional prototype with complimentary vehicle tags and stickers in under two months. By prioritizing high-contrast visuals, ergonomic layouts, and multi-modal content, I ensured an inclusive experience for users of all abilities. The hardware utilized an interactive map, video, and spatial audio to provide an engaging learning experience.
Impact
A scalable, low-cost platform (under $3k/unit) that successfully transitioned from major auto shows to a national dealership rollout. Through data-driven iterations and insights reporting from Ford’s research team, the kiosk demonstrated versatility and long-term potential for dealership use across Ford's retail network. In-store tags and stickers provided cohesive, additional education.