Redesigning Ford.com Global Navigation
Design Goals
Simplify, reduce clutter
Design around consumer lifecycle
Make it easier and faster to find the right vehicle
Help users get assistance and locate dealers easily
Simplify
Using testing and analytics, we were able to prioritize the links and re-architect the navigation to be more cleaner and easier to way find for the user.
Before the redesign there were 15 elements, after the design 7. By minimizing the cognitive load and complexity by more than 50%, we saw great improvements in usability and it looked a lot cleaner.
Before
After
Design around the consumers journey
We wanted to help users not only navigate the website, but help guide them through the whole car buying experience.
Exploring your options, choosing the right one, paying for it and then owning it are key steps of any consumer lifecycle.
So that's what we did.... we looked at the whole consumer lifecycle and redesigned the navigation around the keys steps.
Easier to explore and find
We categorized vehicles into popular segments, but went a step further.
Thinking on global scale, we realized a lot of people in emerging foreign markets were not familiar with Ford vehicles names (Fiesta, Focus, Escape etc). So only listing names would not be enough for the user to make an informed decision. Hence we decided to introduce vehicle images on all screen sizes. The redesigned navigation now shows vehicle images and pricing. Two biggest decision points for vehicle buyers according to our research.
Get roadside assistance and locate dealerships easily
We know the consumer journey doesn't end once the consumer buys the vehicle. Ownership and maintenance is an essential part.
So we included quick and easy ways to contact Ford, get Roadside assistance.
We also integrated a feature to help Locate your nearest Ford dealership and schedule any service quickly and easily.