Revamping the user experience for the global philanthropic arm of Ford Motor Company.
Ford Philanthropy faced a significant challenge: their outdated web presence failed to effectively communicate their impactful community investments. The website, fordfund.org, suffered from outdated content, disorganized navigation, and a lack of brand focus. This resulted in high bounce rates and missed opportunities to engage audiences with the positive stories of Ford's global impact.
The Ask
Ford Philanthropy needed a complete website redesign that would showcase their philanthropic efforts and resonate with both internal and external audiences. The new site needed to align with Ford's brand identity, improve user experience, and effectively communicate the organization's mission and impact.
My Role
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As the Engagement Lead, my primary focus was ensuring the right content reached the right audience at the right time in their website journey.
I led the content strategy, conducting in-depth analyses to understand user needs and align them with relevant content throughout the website experience.
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To uncover how visitors are engaging with the website experience we conducted a
Content Audit: Leveraging data analytics to understand page performance, I used a proprietary tool to assess the existing content, determining which pages to keep, modify, or sunset. The audit uncovered a significant issue: a technical glitch had generated over 200,000 unnecessary pages, bloating the site and hindering navigation. Through this meticulous process, we identified:
High-performing pages to be kept as-is.
Pages requiring modification with updated structure and content flow.
Outdated pages to be archived.
Pages to be removed due to broken links, duplication, or lack of functionality.
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IA and User Journey Assessment: I conducted a thorough review of the existing website's information architecture and user journeys, benchmarking against competitor websites to identify gaps and opportunities. This analysis revealed inconsistencies in global navigation, overlapping sections, and a lack of standardized functionality and content hierarchies across top-level webpages.
The Results
The insights and recommendations from my analysis directly informed the website redesign. Ford Fund underwent a strategic rebrand to Ford Philanthropy, changing their domain name and adopting a refined messaging framework and a user-centric website experience.
The new website seamlessly guides internal and external audiences through Ford Philanthropy's initiatives, effectively communicating their positive impact on communities worldwide.
Let’s Create a Tailored Content Strategy That Elevates Your Brand.
yara.klimchak@tbd.com