The Ford Guest Experience is a consumer experience initiative designed to primarily improve the sales and service experience for customers. I appreciated the desire to genuinely instil a set of values and behaviours across the dealer network and staff right down to the guys on bathroom cleaning duty. I was also inspired by a really damn thorough brief, which clearly set out the areas the team wanted to tackle with the aid of a digital tool and provided the context for why. However, it is probably the assumptions of the brief I challenged that won us the job.
The problem with ‘digital’ in the title of anything is that people start thinking in terms of apps, screens and features right away. Working for an experiential agency, we tend to think a little larger - I wanted to ensure that this tool enhanced the human aspects of a sales experience rather than take them away. So our pitch didn’t stop at the digital elements, it put them all in the context of the physical - how do we make sure eye contact is not lost? How do we support the sales process of veteran staff who don’t like technology? Eventually we ended up with a set of experience principles which informed the entire design process and became a razor for evaluating performance.
I creatively led the pitch and oversaw all creative (UX, UI, copywriting, asset creation and strategy) into development through to deployment. I know far too much about selling cars now, but hey - fallback career here I come.
You can read a little more about the project on the Imagination website.
Role
Creative Director
Agency
Imagination Shanghai
We had to make sure every product configuration across Asia Pacific was visualised - this meant the creation of over a million component renders which were live composited.
A UI design principle was to keep the vehicle at the centre of everything, it works in layers spatially around the car, and can be dismissed at will.
