Role: UX/UI Designer, Product and Project Manager, Video Producer.
Ford Mobile Service is an app that allows Ford customers to experience the convenience of owning a Ford by scheduling the service of their vehicle to their desired location. The app is currently in the development stage and will start operations with customers of the Fullerton Ford Orange County dealership.
About Ford Mobile Service
In January 2023 Ford announced Ford Mobile Service a perk for Ford customers that provides them with a convenient way to service their vehicle at their preferred time and location and still receive the quality and expertise from Ford trusted technicians using Ford parts.
Client Background and Objectives
Fullerton Ford OC, a long-time client of mine, was deeply invested in Ford’s Mobile Service program under the leadership of its owner, Abraham Razick. Believing that mobile service represented the future of vehicle maintenance, Abraham expanded the dealership’s fleet to include more service vans than any other, earning Fullerton Ford OC the distinction of Ford’s top Mobile Service dealership in the U.S. just a few months after the program launched. Despite this success, customer awareness of the program remained low, and the existing scheduling options were outdated and inefficient. To address these challenges, Abraham brought me on to design an app that would modernize the dealership’s services and give it a competitive advantage over other dealerships.
Understanding the Target Audience and User Needs
I began by familiarizing myself with the target audience for this program, which included both retail and fleet customers. Retail customers are typical Ford owners who need occasional servicing for their personal vehicles, while fleet customers are businesses managing multiple Ford vehicles that require regular maintenance to keep their fleets running smoothly.
In addition to addressing customer needs, the app also needed to solve pain points for mobile service employees responsible for scheduling services. This meant designing an experience tailored to meet the needs of both customer and employee users.
Assessing Existing Solutions
To design an effective app, I first analyzed the current solutions available and identified their strengths and weaknesses. The FordPass app, for instance, didn’t allow customers to schedule appointments directly, it simply provided contact information for nearby dealerships, requiring customers to call to book a service. The dealership’s website did offer mobile service scheduling, but it had several issues: incorrect pricing, a confusing and unfriendly interface, and poor mobile optimization. These limitations led to customer frustration and often resulted in scheduling conflicts, such as double bookings or unavailability of technicians. Additionally, mobile service employees received no notifications when appointments were booked, adding further complications to the workflow.
Sketching Ideas
After researching customer and employee needs, evaluating existing solutions, and exploring features from other apps and technologies that could be integrated, I began ideating and sketching user flows and interfaces for the app. These initial sketches evolved into wireframes, which I presented to Abraham, the dealership owner, to give him a rough idea of how the app would function. With his approval, I received the green light to move forward.
Designing the App
I designed the entire app in Figma, prioritizing a seamless user experience centered on simplicity and efficiency. I developed multiple user flows to ensure the app would be both functional and intuitive for retail and fleet customers, while also aligning with the dealership’s capabilities and the needs of the service employees. Once the user flows were defined, I created a fully interactive prototype to present to stakeholders, demonstrating how the app would perform in real-world scenarios.
Creating a Promotional Video
I produced a video to showcase the app’s features and functionality for Elena Ford, Ford Motor Company’s Chief Customer Experience Officer, who was visiting the dealership to learn about the investments being made in the Mobile Service Program. For this video, I wrote the script, directed the shots, and even acted in it. I coordinated the locations, enlisted service employees to participate, and collaborated with the dealership’s social media manager, Junior Gonzales, who assisted with shooting, editing, and piecing together the final video.
Managing the App Development Process
The presentation was a success, and Abraham gave the green light to proceed with building the app. I quickly shifted focus to meeting with multiple developers, explaining the project, and gathering quotes before ultimately hiring Jacob Harrison to bring the app to life. As the project evolved, my role transitioned from designer to product manager, and I began planning the next stages and features for the app. I took charge of managing the overall project, coordinating weekly meetings with Jacob to review his progress and ensure he had the necessary resources to stay on track.
I also facilitated meetings with key partners, including Dwight Delgado from Ford Pro and Michael Fruge from CDK, to secure the necessary APIs for the app’s functionality. To stay within budget, I worked closely with Kelly to review labor costs for myself and Jacob, as well as expenses related to the app, Ford Pro, and CDK. TThis process involved negotiating and making compromises on certain features to accommodate unexpected costs while advocating for the essential expenses that were crucial for the app’s success. Additionally, I collaborated with mobile service employees to gather valuable feedback on the app’s progress, making adjustments to its functionality based on their insights.
It was incredibly exciting to see the app take shape and become a tangible reality, with the final stages almost complete and the app ready for testing in our hands. The APIs were fully integrated, and we were just weeks away from launching on the App Store. Unfortunately, the project was paused due to the sudden passing of the owner and his wife.
Despite this setback, the experience provided me with invaluable skills in project management, working with the App Store, developing strategic vision, and collaborating with multiple teams. I also had the privilege of presenting the prototype to Elena Ford, showcasing the innovative work we had accomplished.
