top of page


IM (1).png

Governing Vehicle Data the Easy Way





Mar - Aug 2023 (5 months)

UX/UI Design


2 Designers, PM, 4 Engineers

DISCLAIMER: In order to ensure the confidentiality, integrity, and availability of Ford’s internal processes, some information and visuals throughout the study have been altered and/or cannot be shown. All data on the prototype screens is randomly generated.


The Problem

It was clear early on that most users visiting our product often experienced slow loading timeslack of searchability, and counterintuitive user flows. This resulted in the lack of adoption of our tool and users reaching out to my team to manually update information.

Throughout this case study, we will explore the various phases of our design process, including research, analysis, prototyping, and the impact we provided. I collaborated with another designer, PM, and multiple engineers to implement the vision of a seamless management experience. Quickly navigate to each section below!


Advocating for our Users

Determined to make this product a seamless user experience, we conducted several user interviews where we learned crucial insight into how users are currently managing enrollment and unenrollment data with the vehicles. With this information, we were able to develop personas to better understand the diversity of users that came in contact with the product and design for accessibility.

In addition, we facilitated multiple usability sessions with the current interface to not only obtain an understanding of user pain points but to also calculate a task completion rate. This will aid us in quantifying whether or not our designs actually improved their workflow.

Complex challenges like the inability to modify any information, lack of searchability, or site performance hindering productivity were among several identified during user research sessions, and validating them and other solutions before implementation was key.

How might we give users a consistent and efficient experience while allowing them to think freely and be successful?


Identifying Vulnerabilities

After acquiring an understanding of who our users were, their paint points, needs, and desires, and the ecosystem itself, we were able to synthesize the feedback via affinity mapping. Recognizing where our attention needed to be was absolutely crucial, which was relative to the overall usability aspect of the interface.


Using Jakob Nielsen's 10 Usability Heuristics for Interface Design to analyze the site, we were able to identify areas that needed major attention: user control and freedom, visibility of system status, and consistency and standards. Below is a demonstration of the product during our heuristic investigation and some important takeaways from the home screen.


User control and freedom affected by lack of search functionality

Page description is absent, leaving the user's match between the system and real-world askew

Row actions clouding the screen's visibility and distracting users

Desktop - 2.png

Lack of visibility into role, system status, and dev environment

Table line height too condesnsed causing legibility issues


Getting our Solutions on Paper

Following research and analysis, design finally came into play. We started with several basic sketches of how the structure of the site should be, which offered us a great standard moving forward regarding layout.

With specific feedback from users stating that site navigation is confusing, wireframes greatly assisted us in ensuring user journeys and flows were mapped out and seamless. As mentioned, task completion and success are crucial to our engineers.

Having a baseline for structure and flow left us in a good spot to start designing low and high-fidelity prototypes to test with users.


Using page descriptions to allow for match between system and real-world

Created an advanced search and a table filter providing users with accurate results

Desktop - 3.png

Spaced out table rows to provide more space and visibility

Visibility into system status and role present at all times

Adding product mappings to user accounts is the biggest priority for our users, and they were not able to add more than one at a time before our designs. We were determined to enhance the usability of the site and decrease distractions.


Row actions to present themselves upon hover: consistency and standards


Improving Users' Lives

By introducing row actions upon hover and allowing for multi-action, our task completion rate increased by 45%!

In addition, we conducted several rounds of usability feedback sessions with these designs, iteratively making usability changes based on feedback. After each session with a user, we would ask them a series of 10 questions, which are a part of the System Usability Scale. We did this with every user we met with and after calculations, we documented the results below.


SUS Score | January 2022

SUS Score | August 2022

Michael Volk

Supervisor during the project

 "In his role as a Ford Product Designer, Jacob demonstrated exceptional skills in managing and redesigning multiple internal enterprise tools. Jacob's approach is research-driven, and he consistently crafted consumer-oriented solutions, collaborating closely with software and automotive engineers to bring products to life. "

Want to see more of my work?

Check out another case study involving a complete redesign of another internal enterprise-wide tool used for managing and publishing In-Vehicle and Accessory Based Digital features.

Contact Me

Let's Get in Touch!

Thank You for Reaching Out!

bottom of page