Our research told us that engagement is trending away from uni-directional and passive to leaned-in, interactive and real-time. 

Through a mix of qualitative sessions and analogous bench marketing, we developed an audience-centric experience strategy that served the unique needs of their segments, from Mustang loyalists to industry journalists and, most importantly, the newly formed editorial team creating and publishing content that authentically serves them.

Working within the broader remit of Ford’s enterprise Adobe Experience Manager instance, we set out to design our architecture to facilitate a faster and smoother publishing process that allows for a broader variety of content formats beyond simple text and image stories. 

By leveraging content fragments for consistent and re-usable content and a highly flexible template and component architecture, we enable authors to tell a variety of stories with a library of rich components that serve the story.

With leadership alignment on our experience vision, we transitioned to a basic agile design and development process that was fine-tuned to Ford IT’s practices and policies. 

With design and engineering working in tandem, the continuous sprint demo feedback loop allowed needed flexibility to work with evolving data models and around edge cases.  

By structuring our workflow around a prioritized vision backlog, we maintained focus on high-impact features, delivering incremental value without losing sight of the broader experience goals.