Ford

Razorfish NYC gave me a unique opportunity as lead writer: improve Ford’s customer-facing support site copy, and learn how an industry-leading digital shop does business.

I started this project just as vehicle infotainment system popularity exploded. There were three versions of Ford’s SYNC system, and each one had different connecting, updating, and troubleshooting pain points. Ford needed more effective SYNC content integrated into its existing support site, which also included maintenance and owner services topics.

I began by familiarizing myself with SYNC, diving into customer feedback and Omniture metrics, and collaborating with our Project Manager about the most urgent issues.

Next, I audited the site’s existing content, determined the level of effort for card rewrites, suggested new card topics, mapped out an efficient taxonomy, and created an edit calendar.

Copywriting began with fixing outdated and vague cards first, then adding new content for SYNC-compatible apps. Two writers were hired to assist me, so I trained them, assigned work based on client/customer feedback or system updates, and provided feedback on their copy.

The resulting site was easier to navigate, offered twice as many customer support topics, and improved both site traffic and customer helpfulness ratings.