The traditional ways of selling are eroding and the car industry is not immune. Today’s customers know more, expect more and want to spend less time being sold something. Value is no longer a function of money, it’s an equation of the heart. In response, we believed that in order for a retail environment to sell anything of value, or anything at all, it has to transcend transaction and become relational. The Hub is an opportunity for Ford to test what that transition looks like and how to best execute it. I worked with the team at Barrows to create this interactive in-store pop-up display that focused on guiding the shopper through an experience that defined the ways they visualized the future of mobility.
The education section of the Ford Hub contains a car configurator which allows guests to digitally customize their own car, similar to how they would on Ford.com. The challenge was to elevate the experience and create a more in-depth and stronger story telling piece for The Ford brand, and The Hub - while delivering an interface that was both physically disruptive & engaging. Below is a breakdown of the creative from screen to screen as well as the final user journey. Users interact with the iPad as a remote of sorts to bring up content onto the larger screen as they have the ability to slide the iPad from car to car to unlock unique content.