Understanding the challenge
Ford was converting a well-loved brochure portal into a subscription service, and the challenge was making the value obvious to dealers. The new platform brought real logistical improvements, but the team expected resistance — dealers wouldn't adopt what they didn't understand, and the pricing tiers and costs needed explaining.
Timeline
4 months
The subscription model and re-designed site was shipped to Ford dealers July 2021
Discovering the problem and validating the business-led solutions
We ran virtual interviews with Ford dealers about their MyBrochure experience, focusing on checkout, how allocation distribution worked, and the footer and topic categorization. Overall, dealers found the site simple and easy to use, but wanted fewer steps to reach MyBrochure and digital brochures integrated directly into the site. Our hypothesis and proposal was to reorganize categories for easier discovery during navigation, and create a guided enrollment modal at launch which would reduce confusion in the dealer enrollment process.
Key Features to improve the current existing site:
Footer architecture/hierarchy improved
Modal enrollment process (new)
Digital brochures featured (new)
Dual dealer toggle view (new)
