Existing Barriers to Browsing and Purchasing

The existing 3rd party site has a lengthy flow to purchase an event ticket without clear and obvious actions. We analyzed the main entry points and existing user data to create a user flow that connects the vital steps of browsing and buying.

A Lo-Fi First Pass

Our user flow became the foundation for our lo-fi wireframes. The challenge here is to understand what pages and features are necessary for our users to feel confident with a purchase. How might we accomplish this with as little friction as possible?

Ideating from What We Know

After reviews with stakeholders and subject matter experts, we prioritized what features and pages were needed for phase 1 of this project. We learned at this point that we would only have static content at launch, throwing a major wrench into our plans for personalization.

Strong User Test Confirms Design Direction

After rounds and rounds of iterations, discussions with our design system and UI teams, and many cups of tea, we landed on two possible directions. We created two fully clickable prototypes and used dscout to conduct unmoderated tests. We asked 10 users to focus on the overall visual appeal and how informative the content is. Our first design averaged 8.6/10 for visual appeal and 9.3/10 for providing relevant information!

The Designs in Action

Through incredible collaboration with our engineering partners, product teams, and stakeholders, we created our final product for a first phase launch.

Overview of the Homepage Design

Here is a quick snapshot of the overall design of the homepage or experience hub. You’ll first notice a rolling video billboard at the top of the page featuring action shots from Ford’s experiences. Users can narrow results by vehicle by selecting the appropriate tab. Hovering over a tile reveals more information or selecting “Learn More” takes users to the detailed site. Most still link to the 3rd party page but we are starting to slowly bring over pages to ford.com, starting the Bronco Off-Road Adventures. Towards the bottom of the page, users can explore more ways to connect and browse relevant accessories and merchandise.

Overview of an Event Page Design

Here is a quick snapshot of the overall design of the first event page we’ve brought onto ford.com. We start with an eye-grabbing billboard featuring a strong image and a summary of important information. Users can browse the different trails offered, explore what they’ll learn on this adventure, and see how past trips have gone. On a detail page, users can dig into the details, finding everything from the daily itinerary to the trail difficulty rating to our suggested packing list for this camping adventure.