TruckHub, Ford Motor Company
Grew from $0 to $1.4M in revenue with an obsession for customer value.
Key Highlights
📈 Increased conversion rate from .025% to 2.05% through meticulous design experiments and systematic iterations.
💰 Grew the product to $1.4M in 9 months through a unique e-commerce strategy.
🚀 Lead the team from ambiguity to a successful launch by championing the voice of the customer through user research at every step.
🖼️ Established the entire visual identity along with the UX/UI direction.
My role
Lead product designer
Discovery research
Prototyping
Experiment planning
Iterative design
Remote user testing
My team
1 Product owner
1 Project manager
1 Product designer 👋
Timeline
6 months
Framing the problem
The original problem: Ford's truck team brought on FordLabs to create an e-commerce marketplace selling DIY kits to truck owners. The assumption was that since truck owners are handy people, Ford can make a profit selling cheap truck accessories that they can put together themselves. Think PVC bike racks, wooden bed dividers, etc.
However, after leading some discovery work we learned that our target user didn't care for the DIY kits. That took us back to square one but in the discovery phase we found other opportunities for impact.
The real problem: There are dozens of F-150 forums with thousands of daily users, yet Ford has no engagement with its truck owners after the point-of-sale, and it is severely outsold in F-150 accessories due to Ford's poor e-commerce metrics.
Ford's e-commerce metrics at the project's start:
12+ clicks to checkout
.025% conversion rate
80% bounce rate
🔮 My hypothesis
Truck customers will be more likely to engage with Ford and purchase accessories if they have more opportunities to participate in a community, see relevant content, and have an easy checkout experience.
💯 Success metrics
Increase in conversion rate to 2%
<4 clicks to checkout
Increased touch points with the customer after the vehicle sale.
👤 Persona
US truck owners agnostic of which make or model they own.
✍️ Use case:
"I would love if Ford helped me learn more about mods I can make to my truck and what other people are doing. Especially coming from Ford I feel like I could trust the things that they recommend."
“My instagram page is full of pictures of my truck, it would be cool if there was a community where my truck could get recognized!”
Delivering the solution
This project was an incredible success in transforming Ford's e-commerce experience. By obsessing over customer value with empathy, we were able to pivot through ambiguity to a solution that served both user needs and key business outcomes.
We also increased Ford's interactions with its customers from 3 original touch points to 25. Frequent engagement means greater lifetime value for the customer, increased revenue, and drastically lowers Ford’s customer acquisition costs
Annual revenue
"The mission of TruckHub seems fantastic. It has content by people who actually use these things, not by marketing agencies. So it definitely seems like a very solid community-driven place to learn and talk about trucks."
[Name redacted]
An F-150 owner during user research