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Optimizing Ford’s E-Contracting Flow
Role
UX Designer, UI Designer
Context
Using qualitative research to reduce support dependency and optimize user flow during the e-signing stage
Project Overview
- Product: E-Contracting System for Mustang Mach-E purchasers
- Audience: Car buyers using mobile e-finance tools
- Methods: Ethnographic observation, in-person interviews, rapid solution prototyping
Project Goal
Minimize reliance on sales associates and reduce user friction in the remote e-signing flow
Problem Statement
Although Ford Credit offered a fully digital financing experience for Mustang Mach-E buyers, nearly **40% of clients still chose to complete the e-contracting process with help from sales associates** rather than completing it independently on their phones.
This indicated friction and unclear usability issues during the digital e-signing stage—especially in facial recognition and document handling.
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