Guest Experience
Ford ran more than 2,000 dealerships, each stuck with separate tools that could not share data, leaving service managers unable to see where technicians were or what customers expected next. As Associate Director, I led the UI half of a UI/UX pair across the customer booking flow and the dealer tool behind it. The goal was one scheduling experience for any customer at any dealer: pick what works, and Ford takes care of the rest.
To make that promise real, every dealer had to look the same online, from booking screens to service lists to scheduling steps. That consistency ran against real dealer interests. Some worried appearing alongside other dealers let customers dealer shop for scheduling, and different dealers ran on entirely different backends. Balancing Ford's consistency goal against dealer autonomy, and stitching those backends together, was as much the work as the front end.
Behind that one flow sat a harder problem: routing every job to the right service department, on the right timeline, at the right dealer, stress-tested against the hard cases: a repair that runs long, a part that has to ship in, a loaner car needed fast. The simple front end only worked if it could carry the weight of everything happening behind it once a customer hit "book."
The one-flow, any-dealer promise shipped and still runs today as Ford's active scheduling tool. Early results saw an uptick of 12 NPS points above historical service appointments. Before I moved onto other projects, the initiative had begun scaling to Latin America and China.