Andrew McClellan

With roughly 12 million visitors each month. Ford.com was already one of the world’s busiest dealerships; it simply didn’t behave like one.

Re-imagine the entire site as a fluid commerce platform where research, configuration, financing, and ownership live in one continuous story. Electric vehicles were our first proving ground, but the brief quickly expanded: bring gas, hybrid, parts, accessories, chargers—every revenue line—into an experience customers actually enjoy.

We chose the Explorer as our flagship. Marketing, engineering, UX, content, and data science converged around a single whiteboard. The mandate was clear:

• Make discovery addictive. Rich, immersive storytelling meets intuitive paths so shoppers never feel lost.

• Let data steer. Real-time analytics and UX research decide what stays, what moves, what dies.

• Remove friction. Navigation, spec comparison, and checkout compress into the fewest possible clicks.

Designers crafted a visual hierarchy that guides the eye from hero imagery straight to action—build, price, reserve. Content strategists rewrote copy in a voice that feels like guidance, not pressure. Behind it all, a living dashboard tracks engagement, dwell, scroll, and conversion, feeding insights into weekly sprints.

Visitors now land on pages that behave more like a digital test-drive than a catalog. Available specs and accessories surface contextually; financing options appear the moment intent signals fire. For the teams inside Ford, the project rewired the culture: creative reviews open with yesterday’s metrics, not opinions, and updates ship in days, not quarters.

Recognition arrived fast. In 2025, J.D. Power ranked Ford.com the #1 Automotive Mass-Market website, citing clarity of navigation, richness of content, and overall shopper satisfaction. It’s the first time an OEM site earned the top spot by blending a component-driven design system with continuous data-loop optimization.

More nameplates will roll onto the new chassis, connected-service upsells will blend into ownership dashboards, and the once-separate home, checkout, and service portals will merge into a single, serialized narrative—research, buy, own, upgrade, repeat.

The payoff is larger than conversion lift. Every interaction now earns the modern consumer’s most valuable currency: confidence. A shopper who trusts the site to guide a six-figure decision is a driver who trusts the brand for years to come. The Future of Ford.com is built for that loyalty—and for the generation that expects to purchase its next vehicle with the same ease it orders a pair of shoes.

Team

Andrew McClellan
| Senior UX Manager & Group Creative Director

Laura Robertson
| UX Manager & Creative Director

Jordan Sharp
| UX Manager & Creative Director

John Long
| Senior Motion Designer

Limin He
| Senior UX Designer

John MacRitchie
| Senior Copywriter

Sravan Kollapudi
| Senior Software Engineer

Derek Estrada
| Software Engineer

Lavish Jain
| Engineering Manager

Safa Al-Kassab
| Product Manager, Discover & Shop

And a longer list of many more talented people