As the copywriter for Ford Credit, I have written and continue to write copy used for Ford and Lincoln’s Account Manager online web application, in its desktop, mobile, and tablet configurations. Our initial goals were to re-design the entire web app, resulting in a more streamlined and easier to navigate user experience.
Our team reprioritized the web app according to what users actually tended to use the app for; For example, “Make a Payment” (formerly “Pay My Bill”) was given much more prominence as a selection on the dashboard within the app.
All options and workflows for the app were grouped into new separate workflows (as seen below), and new designs were made to accommodate the user data we wanted customers to see. Additionally, modules within the Ford Account Manager app are now able to change size/placement based on where the user is within their lease or purchase life cycle. For example, we only show “Enroll in Autopay” as a top-level secondary CTA for 3 months, and then it returns to a less prominent placement spot in the payment screen, assuming that users who haven’t enrolled in autopay for 3 months do not wish to.
The Ford Account Manager web application redesign is intended to easily accommodate future additions and changes, and serve as a constantly evolving project able to continue indefinitely.
Results
75%
INCREASE IN FUNCTIONALITY
25%
DECREASE IN SUPPORT CALLS
35%
INCREASE IN SIGN UPS
40%
INCREASE IN “MY NEXT VEHICLE” SIGN UPS
