The Ford Vehicle Remarketing Group needed to update its aging vehicle resale portal, which is used to direct dealerships to upcoming vehicle auctions occurring across the U.S. and Canada. While not directly competing with the large auction house websites like Manheim, the company wanted its customers – in this case, vehicle purchasers from dealerships – to be able to see which auctions were coming up, view information about the vehicles being auctioned, see what similar vehicles can be purchased before the auction, and allow users to create vehicle workbooks (i.e. vehicle purchase lists with notes). While this functionality could be found on some of the auction house websites, our client wanted the ability to show all the auctions at every location, regardless of auction house. This feature, along with other unique sources of vehicle information, would enable the company to become a one-stop shop for purchasers. Over time, it would utilize the data collected to personalize suggestions for each purchaser.

The current resale website was over 10 years old and failed to take advantage of the plethora of useful data that the Ford Vehicle Remarketing Group had access to. Most purchasers would rely on vehicle lists from the auction house on the day of auction. They would have no choice but to create their own vehicle purchase lists, inspect the vehicles, and research the vehicle history mere hours prior to the auction starting.

Create an e-commerce-like experience for purchasers of the auctioned vehicles while digitizing any vehicle purchase lists and notes typically taken on the day of auction.

300+% increase in daily traffic and usage of the site.

Onshore: Experience Director
Offshore: Two experience designers, user experience designer, BA, PM

Experience Director, research, UX design, client relations, onshore PM

Current application flow, heuristic analysis, stakeholder interview findings, personas, feature and functional requirement doc., future state application flow, user stories, wireframes, prototype, testing scenarios, final design files and ui kit, front-end build