Ford’s European website tender required a fresh design to meet rising consumer expectations for clarity, performance, and emotional connection in online car shopping. The challenge was to pitch a solution grounded in user insights and competitive benchmarking to elevate engagement and support digital sales initiatives.

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I managed end-to-end UX from research to visual design. I benchmarked the sites of seven leading European automakers, identifying navigation breakdowns, photo style trends, convenience features, and tonal consistency. Through six in-depth interviews, I uncovered user needs around search, model comparison, and emotional trust signals. I synthesized these into structural and functional recommendations, reviewed feasibility with the dev team, and delivered proposal-ready static visuals and content layouts for key pages.

Rather than push flashy UI, I prioritized clarity: simplified navigation, consistent photo cropping, and modular content layouts to align with strong copy tone and performance. I recommended enhanced convenience tools and trust-building elements like streamlined model filters, clearer call-to-action placement, and improved site speed. My design spec balanced innovation with technical feasibility, ensuring the vision could be implemented within Ford’s development pipeline.

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Building a compelling proposal within the formal constraints of a competitive tender meant balancing strategic depth and polish under tight deadlines. I integrated user insights, brand compliance, functional requirements, and development realities into a cohesive submission that resonated with my superiors.