Ford Performance Redesign
Ford
2022
Problem
Ford Performance is Ford's racing and high-performance car division. However, their current experience is disjointed, difficult to navigate and centered around brand priorities versus the wants and needs of motorsports lovers and enthusiasts.
Solution
The goal was to redesign the site with cleaner navigation and user-focused design. Vehicle pages were optimized for search traffic, and content was created to attract racing fans and improve SEO performance. How might we redesign the Ford Performance website to feel fast and exciting, make it easier to use, and connect with racing fans through better content?
My Role
I collaborated with the Design Lead and UX Copywriter to simplify the user experience through updated information architecture and human-centered design, develop engaging vehicle pages for audiences searching Model & Year queries to drive organic traffic, and create targeted content to increase the Performance site's visibility among racing fans.
The Result
This work was part of a successful pitch presentation. My designs helped secure the project from Ford.
