The Problem
Ford’s Mustang Customizer was evolving from a web-based Flash experience into a native mobile app. I saw an opportunity to introduce a game component, expanding the app beyond static customization to create a highly engaging, interactive experience.
I pitched, designed, and led the development of a mobile-exclusive game mode, using Mustang’s iconic visual identity to drive deeper user engagement.
The Challenge
The challenge was to make gameplay feel natural and complementary to the Mustang Customizer without overwhelming its core purpose. To do this, I focused on:
- Expanding engagement: Adding an interactive game mode to encourage longer user sessions.
- Seamless brand integration: Making Mustang’s performance and design DNA central to the experience.
- Balancing complexity: Keeping gameplay easy-to-learn, but rewarding enough for repeat play.
- Retention and replayability: Ensuring users had a reason to return and continue playing.
The Process
Concept & Strategy
I pitched the idea for a progression-based game mode, where users could customize, race, and unlock new Mustangs. The design emphasized brand authenticity while creating an experience that encouraged repeat play.
UX & Game Design
I developed a touch-optimized UI, with intuitive swipe and tap mechanics. The interface was designed for quick, engaging interactions while staying visually aligned with Mustang’s branding.
Testing & Iteration
Using behavioral analytics and player feedback, I optimized game flow, difficulty curves, and reward pacing to improve retention and engagement.
Collaboration & Execution
I worked closely with developers and Ford’s marketing team to ensure the game was faithful to the brand, technically optimized, and delivered on time.
Outcomes and Impact
- 30% Increase in Session Duration: Users spent significantly more time in the app.
- Higher Engagement: Players actively returned to the game, boosting retention metrics.
- Positive User Feedback: Post-launch reviews praised the fun, replayable gameplay.
- Brand Integration Success: The game reinforced Mustang’s identity in the digital space.
Reflection
This project showcased my ability to bridge UX and game design, creating a playful, immersive brand experience. Leading this initiative strengthened my skills in interactive design, engagement strategy, and product gamification.