I worked closely with Team Detroit (now GTB) for six months, tasked with reshaping the incentives section as part of a broader overhaul. Allowing shoppers to customize seasonal offers to match their situation ultimately incentivizes them to make the purchase.
User problem: Users had little context with regard to incentives and special offers and weren't sure how much each offer might decrease their monthly payment.
I worked closely with Team Detroit (now GTB) for six months, tasked with reshaping the incentives section as part of a broader overhaul. Allowing shoppers to customize seasonal offers to match their situation ultimately incentivizes them to make the purchase.
Re-imagine Incentives & Offers on Ford.com
Art Direction & Visual Design for an American Car Maker
I worked closely with Team Detroit (now GTB) for six months, tasked with reshaping the incentives section as part of a broader overhaul. Allowing shoppers to customize seasonal offers to match their situation ultimately incentivizes them to make the purchase.
What solutions did I consider?
The Evolution of Model Detail
It's considered the last page that a prospective buyer visits before they pull the trigger. At this point in the sales funnel, clarity is persuasive. Behind the scenes, the algorithm is taking into account many legal requirements which vary from region to region, resulting in savings within the context of something we can all understand: a reduced monthly payment.
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A starting point
Introducing Tabs
Each tab displays a breakdown of incentives.
Tabs, minimized
Introducing Cards
Details became compartmentalized and began to take the shape of cards.
Pulling out the card title
Demonstrating Focused Elements
Tightening up the masthead
CTA revealed with interaction
Another reveal style
Only One Card per Tab
Footer
Mobile Adaptation
My initial assumption was to filter the content using a tabbed system. That evolved into more of a cards-based approach, as they lend themselves to mobile quite nicely. Ultimately, we combined features from both tabs and cards towards the end.
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Showing 3 Tabs at once
One Tab at a time
The next screen shows what happens when the details button is pressed.
Breaking down the Incentives
Moving to Cards
Simplifying Cards
The next screen shows what happens when the details button is pressed.
Details in a modal
Close the modal
Details, in-line
Adding Details to Cards
Pulling Out the Card Title
Card, not selected
Card, selected
Cards, evolved
Details of an Offer
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Introducing side modal
The next screen shows what happens when the Customize Your Incentives is pressed.
Editable Incentives
A version with more detail
Removing Military Discount
Introducing center modal
Center modal, revised
Center modal, revised again
Adding Police Discount
Mobile Screens
Filter Vehicles by Available Offers
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Swipe Left
or use the arrows
Filtering vehicles
Live filtering based on the value of all combined incentives available.
APR, refactored
APR, dropdown
Top Filters
Side Filters: Best Lease
Side Filters: Cash Back
Side Filters: Low APR
Types of service
Mobile Filtering of Available Offers
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Swipe Left
or use the arrows
Financing: Buy
Financing: Cash
Adjusting the monthly payment.
Financing: Cash
Adjusting the APR.
Zero Filters Selected
Selecting Filters
Filters Added
Popup
International Model Detail
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