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Ford: The Future of EV Experience in China
Overview
Team Edison was Ford’s global pilot initiative to design the end-to-end experience for its first-ever battery electric vehicle (BEV). Working across North America, Europe, and China, the goal was to define what the future of digital mobility should feel like at every customer touchpoint. In China, we localized this global vision into a seamless, meaningful EV experience across in-car systems, mobile apps, and the web.
The Challenge
To adapt a global EV strategy for the unique behaviors, expectations, and digital ecosystems of Chinese consumers — while coordinating across cross-regional teams, compressed timelines, and evolving tech infrastructure.
Vision
To create a locally relevant, globally aligned EV experience — one that guides, empowers, and delights new EV users across every digital and physical touchpoint.
My Role
Experience Design Director, China
+ Led end-to-end CX design across key platforms: FordPass China, WeChat Mini App, and Ford.com.cn
+ Defined and aligned China experience design roadmap
+ Conducted qualitative research and aligned insights with global teams in NA and EU
+ Facilitated ideation, co-creation, and design alignment across functions
+ Prototyped and tested key features (e.g. charging, onboarding, EV education)
+ Managed design delivery in partnership with development, product, and operations
+ Set up and led a design war room inside Ford China to drive creative culture and visibility
Design Highlights
🔋 Home Charging Experience on FordPass
Helped first-time EV owners understand, schedule, and manage home charging with clarity and confidence — turning a technical task into a seamless part of daily life.
⚡️ Public Charging Experience
Designed and tested the FordPass public charging flow, from location search to plug-in to payment. Conducted user testing and shared insights back to the global forum.
🌱 EV Community on WeChat
Launched a localized community experience within WeChat — with eco-tasks, EV tips, and a virtual tree growth system that rewarded sustainable actions.
📱 EV Education on Ford.com.cn
Created a mobile-first web experience to introduce EV ownership — charging, range, and financial savings — to first-time buyers in a friendly, digestible way.
Roadmap
+ 2019:
Launch of .com EV education hub and FordPass home/public charging flows
+ 2020:
FordPass integration with real-time charging status, WeChat community rollout
Results
+ Six launched experiences localized for the China market
+ Increased EV readiness and education through .com and app touchpoints
+ Informed Ford’s global EV strategy with early field learnings
+ Built design trust internally with war room, rapid testing, and open rituals
Next project
Helped first-time EV owners understand, schedule, and manage home charging with clarity and confidence — turning a technical task into a seamless part of daily life.
⚡️ Public Charging Experience
Designed and tested the FordPass public charging flow, from location search to plug-in to payment. Conducted user testing and shared insights back to the global forum.
🌱 EV Community on WeChat
Launched a localized community experience within WeChat — with eco-tasks, EV tips, and a virtual tree growth system that rewarded sustainable actions.
📱 EV Education on Ford.com.cn
Created a mobile-first web experience to introduce EV ownership — charging, range, and financial savings — to first-time buyers in a friendly, digestible way.
Launch of .com EV education hub and FordPass home/public charging flows
+ 2020:
FordPass integration with real-time charging status, WeChat community rollout
+ Increased EV readiness and education through .com and app touchpoints
+ Informed Ford’s global EV strategy with early field learnings
+ Built design trust internally with war room, rapid testing, and open rituals
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