Ford EV Customer Experience: Designing the Future of Vehicle Ownership

As Ford launched its first electric vehicles, it invested heavily in human-centered design to reshape the end-to-end ownership experience. The company formed an internal cross-functional team called Team Edison, which was given the license to operate in a completely different way. From pre-purchase to vehicle delivery and beyond, the goal was to provide a seamless, modern journey for new EV customers.

Collectively, we built an electric vehicle ecosystem and platform that subsequent EVs at Ford, globally, would adopt, such as the F-150 Lightning. I led UX design efforts across several first-of-their-kind tools and services, helping Ford define what it means to own, charge, and interact with an electric vehicle, while aligning with new accessibility and design system standards.

My role

  • UX Design and Research Lead

  • Service Design Strategist

Tools used

  • Sketch – For design systems, wireframes, and high-fidelity UI design

  • Miro – For journey mapping, workshop facilitation, and cross-team alignment

  • UserTesting.com – For unmoderated usability testing

  • Jira – For sprint planning and documentation

  • WCAG tool Axe – For accessibility testing

  • Ford Design System - For high-fidelity UI design

Skills applied

  • UX Design & Interaction Design

  • Service Design

  • Design Leadership & Mentorship

  • User Research & Usability Testing

  • Design Systems & Accessibility

  • Cross-Functional Collaboration

  • Strategic Thinking & Systems-Level Design

  • Change Management

Goals

  • Support the launch of Ford’s new EV lineup with human-centered tools and services

  • Increase transparency and confidence for EV buyers and owners

  • Align all digital experiences with the new Ford Design System and accessibility standards

  • Improve engagement during long wait periods between reservation and delivery

  • Standardize cross-product UX workflows and build alignment between product, design, and engineering

Process

I directed design and research efforts across multiple customer-facing digital products and services, many of which were concurrently.

During these initiatives, I:

  • Created research plans, conducted and synthesized user research across multiple products, including an in-vehicle usability study

  • Created user flows, wireframes, and interface designs across multiple platforms

  • Led reviews, managed concurrent workstreams, and supported team growth

  • Conducted, synthesized, and applied research findings to guide design

  • Integrated the Ford Design System and WCAG standards into all UX deliverables

  • Facilitated alignment across product, engineering, and executive stakeholders

  • Helped define the EV ownership experience and scalable service patterns

  • Supported a large-scale cultural shift toward human-centered design within an enterprise

Highlights from each initiative

End-to-End EV Journey Mapping

Our team mapped the full ownership journey for BEV (Battery Electric Vehicle) customers—from first touchpoint to post-sale services—to identify critical moments and gaps and align business units for a more cohesive experience.

Remote Vehicle Setup (Mobile)

Designed a mobile-first experience allowing owners to configure key vehicle features before delivery. This created early engagement and personalization for Mach-E reservation holders during long wait periods.

Vehicle Grid Services Platform

Created an enrollment experience for energy-savings programs that connect EVs with electric utilities. Focused on standardization and behavior change across OEMs.

Mustang Mach-E Cost of Ownership Calculator

Collaborated with Zappyride to visualize cost comparisons based on vehicle configuration and lifestyle. Balanced complexity and clarity to help shoppers understand true cost of EV ownership.

E-Transit Vehicle Homepage

Developed a web experience to help small business and fleet owners understand the benefits of going electric, in alignment with Ford Pro and company-wide sustainability goals.

Result

  • All five products launched successfully and are live or publicly available

  • Created more substantial alignment between product, design, and engineering teams

  • Contributed to Ford’s first wave of EV customer-facing services

  • Established reusable accessibility and design system alignment processes

  • Helped define what “ownership experience” means in the age of electrification

Reflection

I'm proud of the ways our team:

  • Used design thinking to unite siloed business units

  • Created meaningful customer touchpoints across time and channels

  • Delivered practical, scalable tools that support Ford’s climate and customer experience commitments

  • This work deepened my perspective on service design, design operations, and the role of UX leadership in large-scale transformation.

  • "The world is fundamentally shifting, and we have to listen more than ever to really understand our customers and how they are evolving."

    Darren Palmer, Ford Team Edison Global Product Development Director