The Client / Ford
“We’re here to make running your commercial vehicles as easy and hassle-free as possible”
Ford’s mission for its commercial fleet is to make running commercial vehicles as easy and hassle-free as possible.
(Project: London, 2019)
The Challenge
“How do we make life better for our commercial customers”
Working with the innovation team at VMLY&R/WPP and Ford we were tasked with using rapid innovation techniques to uncover how Ford could increase the desirability of its fleet business services.
Research
“What is the lifecycle of commercial vehicle ownership?”
Through Interviews and ethnographic research with commercial customers we created an in-depth experience map identifying points of fleet management where Ford was either failing or where improvements could be made.
Activities & Outputs
User interviews, departmental workshops, gathering usage analytics, user journey mapping, content mapping, content analysis, information architecture, technical reviews, design review, competitor & market analysis, academic research into search psychology and behaviour.
Analysis
“Is there a central problem for commercial owners?”
Analysing commercial vehicle distress points revealed key customer insights, such as the need for more predictable service to minimize downtime.
Then by analysing the service journey from those insights clear points emerged that if solved would be of benefit for the greatest number of owners.
Additionally, the collected insights helped us define the characteristics of a successful solution.
Activities & Outputs
Golden path user journeys and gap analysis, user archetypes, role definition, departmental need definition, technical ecosystem map, content ecosystem map, skeleton IA, problem definition statement, research response matrix (hi-lo severity, hi-lo importance) and design mood-board and workshops to validate analysis with users and stakeholders.
Solutions
Our Central Question“How might we eliminate disruption for Rick our independent operator, when his van requires repair, and he is stressed about letting his customers down when dispute is a luxury he can’t afford”
Through senior level workshops we narrowed our focus to four main solutions: proactive downtime alerts & service dashboard, remote technical assistance, alternative parts, and breakdown assistance.
By testing prototyped solutions in terms of, desirability (customer interest), feasibility (Was it technically possible), and viability (profitability and scalability) with customers and dealers we able to prepare these solutions ready for piloting.
Activities & Outputs
Solution ideation workshops, wireframes, prototypes, user testing of solution flows, user testing of page layout, delivery workshops with technical teams, liaise with global brand leads on design, design library integration, interaction UI design, cross-departmental review, risks and issues log, alpha and beta user group definition, senior stakeholder presentation and strategic delivery sessions.
Realisation
A dashboard that tracks the complete customer journey—from vehicle and parts to processes—with clear actions and real-time status updates
The results of the prototype testing were very positive, and we were given the green light to scale and pilot the solutions in the European markets.
The results of the 2019 pilot would determine Ford global policy. The success for the innovation team was that we proved that a Product Design led process could deliver tangible customer benefits fast.
“Ford Pro’s connected solutions can reduce total cost of ownership by 10–20%. The company’s FORDLiive service can reduce fleet downtime by up to 60%. FORDLiive also provides vehicle health alerts to customers and helps Transit Centre workshops reduce turnaround times” – Ford 2025
Activities & Outputs
Pilot strategy and delivery planning, stakeholder presentation, pilot and phase 1 launch agreement.
