For businesses of all sizes—from local contractors with a handful of trucks to national corporations managing thousands of vehicles—fleet maintenance is a critical challenge. Fleet managers constantly struggle to keep their vehicles running efficiently while minimizing downtime, often juggling multiple procurement systems just to get the right parts when they need them.

Through extensive conversations with fleet managers, we learned that they also struggled immensely when purchasing parts through Ford's existing web platform, primarily because it was targeted towards retail customers.

While regular consumers might browse casually for occasional purchases, fleet managers approach parts ordering with high intent and frequency. Forcing these power users through a retail-oriented experience created unnecessary friction.

To solve for this, we built a dedicated e-commerce platform where fleet managers could quickly find and purchase the exact parts they need with features tailored to their high-volume usage patterns.

Our research revealed that fleet managers needed to locate specific parts by vehicle identification number (VIN) within seconds, place large orders with minimal clicks, and easily track previous purchases.

The solution focused on streamlining every aspect of the parts purchasing journey, from initial search to checkout and reordering. By understanding the distinct workflows of commercial users, we created intuitive pathways that eliminated unnecessary steps in the process.

Some features I designed were:

• Order Builder – Streamlined bulk ordering process with quantity discounts applied automatically

• Enhanced Search – Direct, VIN specific search with relevant filtering for fleet maintenance needs

• Fleet-Optimized Product Pages – Technical specifications prominently displayed with bulk purchasing options

• Recurring Orders – Scheduled automatic replenishment of regularly needed items

• Order History Integration – Comprehensive view of all fleet purchases with easy reordering functionality