AI-powered neuroscience turned design opinion wars into a creative super-power at Ford.

I first crossed paths with Pam Majchrzak, WPP’s Global Analytics Practice Lead, while a reimagining of Ford.com effort was moving at racing speed—hundreds of screens, video heroes, animated features, legal copy, pricing, tiles, localization variants…

She introduced me to a real time predictive eye-tracking tool powered by a deep-learning model trained on millions of gaze plots. Curious of the possibilities, I fed the model design comps and was able to get instant heat-maps and numeric scores for attention, clarity, and distraction.

We began to see results of design changes before a single pixel shipped. In a way, we used the tool to build our own crystal ball.

Every Friday our combined design and data teams funneled fresh comps into a deep-learning model. Within seconds heat-maps lit up, exposing design insights, informing teams of:

• Visibility Gaps—small buttons, chips, toggles, etc. that are unseen could be improved upon.

• Prominence Issues—headlines and mission-critical CTAs could be iterated on to gauge impact.

• Attention Miscues—micro-interactions, hero visuals, and motion to either guide the eye or draw attention to elements of the experience.

Those insights didn’t just tweak layouts; they reshaped our culture. Integrating the tool into the design process provided real time results and watch fixation scores anytime a designer wanted to change a layout, or re-order content. Creative reviews shifted from opinion jousts to KPI checkpoints. The loudest voice in the room became the data itself.

By fusing AI and neuroscience directly into the creative workflow, we turned subjective debate into objective craft, giving every pixel a measurable job and every designer the power to see the future—five seconds ahead.

Team

Andrew McClellan
| Experience Design Director & Group Creative Director

Pam Majchrzak
| Global Analytics Practice Lead

Caleb Wills
| Director Experience Design

Jordan Sharp
| Assoc. Director Experience Design

Ben Callahan
| Assoc. Director Experience Design

Andrew Guisgand
| Senior Experience Designer

Rama Rayana
| Senior Experience Designer

Stina Fountain
| Senior Experience Designer

By embedding predictive neuroscience into everyday design tools, we turned subjective critiques into objective, repeatable decisions—saving time, lifting conversion, and giving every pixel a measurable job.