BlueCruise Onboarding Primer
Summary
Overview
Ford's Next Gen (L3) hands-free, autonomous driving technology is being developed and tested by a fleet of in-vehicle test drivers who evaluate each new branch of code through daily drives with real-time incident reporting.
The original, makeshift event tagging software was slow, unsafe, and not designed for test drivers’ multitasking needs. As a result, their feedback is inconsistent, error prone, and difficult for follow up data collection and categorization thus slowing the feedback loop and overall software iteration process.
I redesigned and redeveloped the event tagging software in a manner that improved tagging speed and accuracy for both the drivers and the engineers who synthesize collected data while also improving in-vehicle safety.
My Role
As the lead designer for this project, I owned all research, UX strategy, UI design, and launch materials. I was also responsible for collaborating with our PM and SEs for a successful roll out and implementation. I defined the new design through contextual inquiry along with follow up driver interviews and usability testing.
Details
scope
In-vehicle software for Early Access Program participants. Full launch in production for 2025.
team
1 Designer, 1 PM, 2 Engineers
timeline
4 Months
Links
BlueCruise Primer software demo.
Main Screen shows users’ specific trial dates, quick TL;DR information, and a personalized availability map.
Impact
Business results for this project:
100%
Event tagging language 100% standardized
81%
Improvement in tagging error reduction rate
5,018
Events tagged per month
Lack of awareness was a top pain point from moderated customer interviews.
Early prototypes for desirability concept testing.
The primer will pop up on day 2 of a customer’s purchase, right when they turn on the car.
Thanks for stopping by!
If you have a project in mind, or would like to chat, shoot me an email at danmaser@gmail.com. I’d love to hear from you.
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BlueCruise Onboarding Primer
Summary
Overview
Ford's Next Gen (L3) hands-free, autonomous driving technology is being developed and tested by a fleet of in-vehicle test drivers who evaluate each new branch of code through daily drives with real-time incident reporting.
The original, makeshift event tagging software was slow, unsafe, and not designed for test drivers’ multitasking needs. As a result, their feedback is inconsistent, error prone, and difficult for follow up data collection and categorization thus slowing the feedback loop and overall software iteration process.
I redesigned and redeveloped the event tagging software in a manner that improved tagging speed and accuracy for both the drivers and the engineers who synthesize collected data while also improving in-vehicle safety.
My Role
As the lead designer for this project, I owned all research, UX strategy, UI design, and launch materials. I was also responsible for collaborating with our PM and SEs for a successful roll out and implementation. I defined the new design through contextual inquiry along with follow up driver interviews and usability testing.
Details
scope
In-vehicle software for Early Access Program participants. Full launch in production for 2025.
team
1 Designer, 1 PM, 2 Engineers
timeline
4 Months
Links
BlueCruise Primer software demo.
Main Screen shows users’ specific trial dates, quick TL;DR information, and a personalized availability map.
Impact
Business results for this project:
100%
Event tagging language 100% standardized
81%
Improvement in tagging error reduction rate
5,018
Events tagged per month
Lack of awareness was a top pain point from moderated customer interviews.
Early prototypes for desirability concept testing.
The primer will pop up on day 2 of a customer’s purchase, right when they turn on the car.
Thanks for stopping by!
If you have a project in mind, or would like to chat, shoot me an email at danmaser@gmail.com. I’d love to hear from you.
Navigation
Home
Work
About Me
Get in touch
Contact
Resume
Work
About Me
BlueCruise Onboarding Primer
Summary
Details
scope
In-vehicle software for Early Access Program participants. Full launch in production for 2025.
team
1 Designer, 1 PM, 2 Engineers
timeline
4 Months
Links
Overview
BlueCruise is Ford’s handsfree driving technology. Currently, a 90-day free trial is offered to all eligible vehicles, however only 35% use this feature within the first week, while 34% never once try it. Those who use the trial within the first week are 2.5x more likely to subscribe post-trial.
I created a new, targeted, onboarding primer to both remind new customers of their active trial within the first 2 days of purchase and educate them on how and where to use the service. The pilot was successfully launched and will be implemented for full production in 2025.
My Role
As the sole designer for this project, I owned all research, UX strategy, and UI design. I was also responsible for collaborating with our PM and SEs for a successful beta software launch. I defined the design through in-person secret shopper research and several rounds of discovery and framing customer research and iterated through both remote and in-person usability testing.
Impact
Business results for this project:
$2.4M
Annual subscription revenue increase projected based on pilot program results
55%
Faster BlueCruise trial adoption rate from pilot participants.
82%
Click-through rate from customers who were shown the software
$____
Money saved from software efficiency
BlueCruise Primer software demo.
Main Screen shows users’ specific trial dates, quick TL;DR information, and a personalized availability map.
Work
About Me
Lack of awareness was a top pain point from moderated customer interviews.
Early prototypes for desirability concept testing.
The primer will pop up on day 2 of a customer’s purchase, right when they turn on the car.
Thanks for stopping by!
If you have a project in mind, or would like to chat, shoot me an email at danmaser@gmail.com. I’d love to hear from you.
Navigation
Home
Work
About Me
Get in touch
Contact
Resume
Work
About Me
BlueCruise Onboarding Primer
Summary
Details
scope
In-vehicle software for Early Access Program participants. Full launch in production for 2025.
team
1 Designer, 1 PM, 2 Engineers
timeline
4 Months
Links
Overview
BlueCruise is Ford’s handsfree driving technology. Currently, a 90-day free trial is offered to all eligible vehicles, however only 35% use this feature within the first week, while 34% never once try it. Those who use the trial within the first week are 2.5x more likely to subscribe post-trial.
I created a new, targeted, onboarding primer to both remind new customers of their active trial within the first 2 days of purchase and educate them on how and where to use the service. The pilot was successfully launched and will be implemented for full production in 2025.
My Role
As the sole designer for this project, I owned all research, UX strategy, and UI design. I was also responsible for collaborating with our PM and SEs for a successful beta software launch. I defined the design through in-person secret shopper research and several rounds of discovery and framing customer research and iterated through both remote and in-person usability testing.
Impact
Business results for this project:
$2.4M
Annual subscription revenue increase projected based on pilot program results
55%
Faster BlueCruise trial adoption rate from pilot participants.
82%
Click-through rate from customers who were shown the software
BlueCruise Primer software demo.
Main Screen shows users’ specific trial dates, quick TL;DR information, and a personalized availability map.
Lack of awareness was a top pain point from moderated customer interviews.
Early prototypes for desirability concept testing.
The primer will pop up on day 2 of a customer’s purchase, right when they turn on the car.
Thanks for stopping by!
If you have a project in mind, or would like to chat, shoot me an email at danmaser@gmail.com. I’d love to hear from you.
Navigation
Home
Work
About Me
Get in touch
Contact
Resume
Work
About Me
BlueCruise Onboarding Primer
Summary
Details
scope
In-vehicle software for Early Access Program participants. Full launch in production for 2025.
team
1 Designer, 1 PM, 2 Engineers
timeline
4 Months
Links
Overview
BlueCruise is Ford’s handsfree driving technology. Currently, a 90-day free trial is offered to all eligible vehicles, however only 35% use this feature within the first week, while 34% never once try it. Those who use the trial within the first week are 2.5x more likely to subscribe post-trial.
I created a new, targeted, onboarding primer to both remind new customers of their active trial within the first 2 days of purchase and educate them on how and where to use the service. The pilot was successfully launched and will be implemented for full production in 2025.
My Role
As the sole designer for this project, I owned all research, UX strategy, and UI design. I was also responsible for collaborating with our PM and SEs for a successful beta software launch. I defined the design through in-person secret shopper research and several rounds of discovery and framing customer research and iterated through both remote and in-person usability testing.
Impact
Business results for this project:
$2.4M
Annual subscription revenue increase projected based on pilot program results
55%
Faster BlueCruise trial adoption rate from pilot participants.
82%
Click-through rate from customers who were shown the software
BlueCruise Primer software demo.
Main Screen shows users’ specific trial dates, quick TL;DR information, and a personalized availability map.
Lack of awareness was a top pain point from moderated customer interviews.
Early prototypes for desirability concept testing.
The primer will pop up on day 2 of a customer’s purchase, right when they turn on the car.
Thanks for stopping by!
If you have a project in mind, or would like to chat, shoot me an email at danmaser@gmail.com. I’d love to hear from you.
Navigation
Home
Work
About Me
Get in touch
Contact
Resume