During all my years as Digital Art Director and Product Designer, I led many projects, in this case with Ford Spain and Portugal. 

I did the graphic design for social media, business plan, promotional websites, illustration, motion graphics, email design and many others.

I also led with my colleagues the redesign of their online shops FordWebstore and E-Wholesale. 

The main goal was to enhance the user recruitment, build loyalty, and provide clarity in communication with established store franchises and potential new franchisees throughout Spain and Portugal.

Redesign of the navigation flow

Interface design, components and new functionalities

Heuristic analysis

User testing

Web Architecture Redesign

Design System

Low and high fidelity wireframes

Art direction

Social Media

UX & UI Design

Dashboard design and data visualized

Interaction design

Motion graphics

Ford Webstore


Ford webstore is a catalogue of cars in stock at different points of sale.  After several changes the website needed an update.

For this project we made a heuristic analysis, also we analysed the functionalities and the navigation flow to redesign a new platform with a fluid and easy shopping experience. We also needed to redefine the website with a new system of flexible modules aligned with the brand and business objectives.


We did a research with heuristic analysis, user survey, affinity maps, empathy maps and much more. We designed a navigation bar with filters, comparator and wishlist, to facilitate the user journey.


As a result, we can see an ordered and hierarchical website. We made a unified design system and shopping flow. 

This new shopping experience was a success. We designed a user centered navigation flow and the experience of buying your perfect car.

Ford E-Wholesale


The Ford E-Wholesale website had been outdated for some years. It is a complicated platform because it has all the cars in stock from all Ford partners in Spain and Portugal. 

We had to design a new dashboard with different options for data visualization, purchase and sales statistics. It needed to be easily navigable and intuitive for new partners.

Also, we had to design quick access controls with the most used functionalities.


After the research and ideation phases, I designed a website able to support all Ford partners. 

This website had to have a correct data visualization as well as an internal mail service to manage the logistics between partners.


The project was an improvement in the development of the new experience.

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