The Problem
Ford’s Mustang Customizer was originally built in Flash, making it obsolete for modern mobile users. Ford needed a touch-first, mobile-optimized redesign that preserved the excitement of Mustang customization while delivering a seamless, intuitive experience.
As Lead UX Designer and Artistic Director, I reimagined the UI for mobile-first interaction, ensuring a high-energy, visually immersive experience that stayed true to the Mustang brand.
Role & Scope
- Role: Lead UX Designer & Artistic Director
- Timeline: Multi‑phase redesign
- Partners: Client creative/agency, front‑end, QA
- Surface area: Full configurator flows, community voting, responsive layouts
Constraints
- Transition from Flash to a performant, touch‑first stack.
- High visual bar while maintaining mobile performance.
- Consistent experience across a wide range of screen sizes and aspect ratios.
The Challenge
- Creating an intuitive, touch-based experience to replace the legacy Flash-based interface.
- Ensuring cross-device consistency, delivering a responsive, gesture-driven UI.
- Balancing visual impact with performance, maintaining Mustang’s bold aesthetic while optimizing for mobile efficiency.
- Increasing engagement and interaction time, transforming the app from a passive showcase into an interactive, user-driven experience.
The Process
Research & Competitive Analysis
- Conducted UX audits of the original Flash-based app to identify pain points.
- Benchmarked against other automotive apps to define best practices for mobile engagement.
- Gathered user feedback from Mustang enthusiasts to inform feature prioritization.
Concept Development & UX Strategy
- Designed gesture-based interactions (swipe to change wheels, tap to adjust color, etc.).
- Defined a modular UI layout system, ensuring scalability across devices.
- Developed a real-time customization preview, allowing users to see modifications instantly.
Prototyping & Collaboration
- Created high-fidelity interactive prototypes, ensuring a fluid user experience.
- Worked closely with Ford’s ad agency to maintain brand consistency.
- Collaborated with developers to build a flexible, XML-driven UI engine, making updates more efficient.
Testing & Refinement
- Conducted usability tests to refine the UI, improving clarity and responsiveness.
- Iterated on visual hierarchy and interaction affordances based on real user feedback.
- Optimized load times and transitions to enhance the app’s smoothness.
Outcomes and Impact
- 25% Increase in User Engagement: Users spent more time exploring customization features.
- Mobile-Optimized Experience: Fully responsive, touch-driven UI replaced the outdated Flash interface.
- Visually Stunning and Brand-Aligned: Mustang’s bold design ethos translated seamlessly into a digital experience.
- Award-Winning Results: Recognized across multiple industry awards (see below).
Awards & Recognition
- Lester Wunderman Awards (Gold)
- OMMA Awards (Finalist)
- W3 Awards (Best-In-Show, Automotive)
- How Interactive Magazine (Merit Award)
- Hive Awards (Winner, UX and Automotive)
- Effie Awards (Gold)
Reflection
This project showcased my ability to reimagine an interactive product for a mobile-first audience, balancing brand identity, UX simplicity, and cutting-edge digital design. Leading the Mustang Customizer redesign reinforced my expertise in gesture-based interactions, high-impact visual design, and UX strategy for immersive experiences.