I was originally brought on to Schematic to help create an overarching mobile strategy for Ford’s digital endeavors. The first product that we proposed was a simplified shopping application for iOS. I spent a large amount of time interviewing past & current automotive shoppers, as well as the dealers themselves to understand the behavioral and empathetic traits of their customers. Based on this data we created personas and user scenarios.
We also looked across the competitive landscape and identified successful approaches to the process in, and out of the automotive market. The resulting prototype received overwhelmingly positive feedback from the client and succeeded in creating a contextually relevant device experience and a simple navigation schema.