Reimagining the Ford online service booking experience (OBS 3.0)

As Senior Lead Product Designer, I led the UX redesign of Ford's Online Booking System (OBS 3.0) on Ford.com. This critical digital product journey allows customers to seamlessly book car services online. My primary focus was to address user frustrations with the existing booking flow and create a more intuitive and efficient experience.

Through extensive user research and analysis, we identified a key friction point: the initial requirement to select a dealership before specifying the desired service. This often led to disappointment when the chosen dealership didn't offer the required service.

Our solution centred around a user-centric approach:

• Location based selection: Users first select their location.

• Service first approach: Users then specify the type of service they require.

• Dealer list presentation: A comprehensive list of dealerships capable of providing the selected service is then presented, ranked by proximity and other relevant factors.

This revised flow significantly reduced user frustration and streamlined the booking process. Prototypes were rigorously tested and validated, confirming a substantial improvement over the previous system. Ford subsequently developed and launched the redesigned OBS 3.0, resulting in positive outcomes.