Executive Summary
This report aims to enhance the user experience (UX) of Ford UK's Subscription Services website to drive greater awareness and sign-ups for free trial subscriptions, supporting the company's broader push toward electric vehicle (EV) adoption. Following design thinking principles, the report integrates comprehensive user research, web analytics evaluation, and design recommendations.
Project Aim
Improve Ford UK's subscription service webpage by making it easier for potential EV customers to understand offerings, access free trials, and complete sign-up processes.
Research Approach
- Secondary research identified EV customer priorities (e.g., convenience, cost transparency) and revealed that complicated sign-up flows and hidden eligibility conditions are major barriers to subscription uptake.
- Primary research (Survey) - revealed a preference for simple, transparent experiences, with key deterrents including complex sign-up processes, unclear eligibility requirements, and concerns about hidden costs.
- Primary research (Usability Test) - with a participant exposed navigation issues, with difficulty finding the ”Start Free Trial” option and frustration over vague eligibility criteria.
Key Findings
- Users expect straightforward navigation, prominent trial offers, and transparent eligibility information.
- Current website design suffers from lower information visibility, unclear call-to-action prompts, and a lack of motivational messaging around free trials.
Recommended Changes
- Add a prominent subscription page banner highlighting the free trial offer and its benefits.
- Introduce an early-stage eligibility notice module to set user expectations before sign-up.
- Redesign the subscription information layout to group relevant features together more clearly.
Prototype and Validation
A new user journey flow was developed and visualised through a Figma prototype, focusing on easier access to key action. A follow-up user evaluation survey was designed to measure improvements in user satisfaction, clarity, and sign-up intent.
Overall, this repeort delivers a research-backed, user-centric solution to optimise Ford UK's subscription platform, aiming to improve conversion rates and support EV service adoption.
Secondary Research
Electric Vehicles
User Profiles
- 25% of EV drivers in the UK are over 55 (GOV.UK, 2022).
- Only 6% are under 25, indicating limited uptake among younger individuals (GOV.UK, 2022).
- Higher-income groups are more likely to own EVs (Tansel, 2025).
- Males are more likely to express EV purchase interest (55%) than females (45%) (Mintel, 2025b).
- The 25-34 age group demonstrates high future, intent to adopt EVs (Mintel, 2025b).
User priorities and preferences
Key consumer concerns
49% of consumers cite high purchase price as primary barrier (Tansel, 2025). Limited charging infrastructure and charging time (37%) are also major adoption concerns (Mintel, 2025a).
Consumer preferences
36% consumers express a strong interest in used EVs, preferring them over new models (Tanse, 2025). Interest in hybrid vehicles remains high, with up to 74% favouring hybrid models (Mintel, 2025b).
Motivation factors
Government subsidies and lower maintenance costs are key drivers of intent (Mintel, 2025b; Tansel, 2025). 42% of consumers say they are willing to switch to EVs if sufficient incentives are provided (Tansel, 2025).
Subscription Services
- Around 50% of consumers prefer consolidated monthly payments for mobility-related services (Deloitte, 2023).
- Subscription models are attractive for providing flexibility, convenience, and avoiding long-term commitments (Deloitte, 2023).
- User expect a fully digitised, scalable, and seamless mobility experiece that integrates will with existing digital tools (Deloitte, 2023).
- EV drivers in the UK value the ability to easily locate and pay for charging services through digital platforms (Department for Transport, 2021).
Free Trial Subscription
Key encouraging factors
- Free or low-cost introductory offers reduce risk and drive uptake, especially among cost-conscious users (Simeon, 2023; Royal Mail, 2025).
- Users value easy cancellation, convenience, and transparent trial terms (Lusty, 2020; Simeon, 2023).
- Brand trust, positive review, and social recommendations (e.g., from family or influencers) influence willingness to sign up (Simeon, 2023).
- Psychological drivers like present bias (e.g., “try now, worry later”ˆ) make users more likely to act immediately (Citizens Advice, 2022).
Key discouraging factors
- Auto-billing traps and difficulty cancelling are top reasons users avoid trials — 47% of UK users have been charged after forgetting to cancel (Waldersee, 2019).
- Concerns about data privacy, payment security, and hidden costs prevent many from trying unfamiliar services (Simon-Kucher & Partners, 2024).
- Lack of trust in the provider is a strong barrier, particularly for lesser-known brands (Waldersee, 2019).
EV-specific barriers
- Range anxiety, lack of home charging infrastructure, and worry about responsibility for an expensive vehicle can deter users from trying EV-related services (Dsouza, 2024; Deloitte, 2025).
- Emotional attachment to internal combustion engines (ICE) vehicles — some users find EVs “too quiet” or unfamiliar, which reduces interest (Dsouza, 2024).
Device usage
- Mobile visits dominate across all brands. Ford's traffic is 71.5% mobile, aligned with competitor trends (Similarweb, 2025).
Table 1 is a summary capturing the key user insights and corresponding UX design implications for the UK Ford subscription website.
Ford website performance
This section analyses Ford's website performance data in comparison to its key competition (BMW, Toyota, Volkswagen, Audi) using Similarweb traffic and engagement metrics.
Website traffic and rankings
- Ford.co.uk ranks lower globally (#40,068) and with in the UK (#1,614) compared to BMW (#24,071 global; #926 UK) and Toyota (#27,666 global; #1,115 UK) (Similarweb, 2025)
- Ford's site received 2.197 million visits from Aug. 2024 to Jan. 2025, placing it third total visits behind BMW and Toyota (Kim, 2025).
Engagement metrics
- Ford has the lowest engagement across most KPIs.
- Average visit duration: 2:19 mins vs. BMW's 3:58 mins
- Pages per visit: 4.49 vs. BMW's 5.96
- Bounce rate: 46.32%, higher than Audi, Volkswagen, and BMW (Similarweb, 2025)
Primary Research
This research explored factors that influence users' willingness to engage with subscription models, sign up for free trials, and interact with key website features.
Summary of survey questionnaire
Section 1: Consent and Eligibility
- Consent confirmation for participation in academic research.
- Confirmation that participants were over 18 years old.
Section 2: Participant Demographics
- Age Group (Under 25, 25-34, 35-44, 45-54, 55+)
- Gender (Male, Female)
Section 3: EV Subscription Awareness and Experience
- Awareness of Ford's monthly EV subscription services (4-point scale: Extremely aware to Not at all aware).
- Previous experience using any vehicle subscription service (Yes/No).
Section 4: Preferences for EV Subscription Services
- Preferred flexibility for subscription commitment (2 weeks, Month-to-month, 6-month contract, 12-month contract).
- Acceptable monthly subscription cost range (<£10, £10-15, £16-20, Over £20).
- Most appealing features in a subscription service (multiple choice: Free/discounted charging, Mintenance included, Insurance included, Short commitment).
Section 5: Motivations and Barriers for Free Trial Sign-Ups
- Ranking of factors that motivate free trial sign-up (Brand trust, Cost evaluation, Ease of cancellation, Digital integration, Social influence).
- Ranking of factors that demotivate free sign-up (Providing personal details, Complex cancellation, Hidden costs, Member registration, Receiving spam).
- Willingness to participate based on EV-specific incentives (Yes, Maybe, No).
- Open-ended: Desired incentives for free trials (e.g., Free charging credits, Referral bonuses).
- Preferred minimum free trial period (1 week, 2 weeks, 1 month, Longer than 1 month).
Section 6: Ford's Website User Experience
- First impression upon landing on Ford’s EV subscription webpage (Subscription options, Prices, Free trial sign-up, Other).
- Clarity of free trial subscription information (Net Promoter Score – Promoter, Passive, Detractor).
- Emotional reaction to the webpage (Excited, Fine/neutral, Confused, Frustrated).
Section 7: Open-ended Feedback
Participant comments on expectations and desired features from an EV subscription service (e.g., Convenience, Flexibility, Hassle-free experience).
Survey result
Subscription services: User expectations and preferences
- Preferred contract length
- Majority prefer month-to-month contracts (60%)
- Only 16% favour long-term (12-month) contracts
- Price sensitivity
- 49% expect subscription under £10/month
- Only 7% are willing to pay over £20
- Most desirable features
- Free or discounted charging credits (74%)
- Maintenance and service included (58%)
- Short minimum commitments (23%)
- Flexibility & convenience
Open-ended responses emphasised easy switching between plans, hassle-free sign-up/cancellation, and low or now switching cost.
→ Users seek low-cost, low-commitment, all-inclusive plans that minimise friction and maximise convenience.
Free trial subscriptions: Motivators and Barriers
- Key motivators
Top motivating factors (ranked by importance):
1. Brand trust/Reputation
2. Ability to evalutor cost savings
3. Ease of cancellation
4. Digital integrateion (tech usability)
5. Social proof (recommendations, limited-time offers)
Trial duration preference
- 1 month (48%) is the most acceptable minimum
- 31% prefer a 2-week trial
Incentives that increase appeal
- Most frequently cited: Free charging credits and referral credits
- Others: Vouchers, maintenance discounts, bonus points for eco-driving
- Top demotivators
Complex or intrusive sign-up process:
1. Having to leave personal details (e.g., address, occupation)
2. Complex cancellation procedures
3. Hidden cost concerns
Others:
Forced member registration, frear of jounk mail or cold calls.
→ Users need transparent, low-barrier, and benefit-driven trials to feel safe and motivated to explore the service.
Ford's subscription website: UX evaluation
First impressions
- 33% noticed nothing helpful immediately (”no clear CTA”, “too much text”, “unclear purpose”)
- 45% noticed price only, with no direction to next steps.
- Forrced login before accessing subscription into was widely criticised.
- No clear labelling or subscription sections.
Net promoter score (NPS) — 75.51
80% were detractors, citing poor clearity and layout
Emotional reaction
- 57% felt “neutral or unenthusiastic”
- 29% felt “overwhelmed or confused”
- Only 4% expressed excitement
The site fails to clearly communicate value, lacks hierachy, and deters users with complex navigation and account walls.
Survey Data Collection Process
A structured online survey was conducted via Qualtrics between 22nd March and 4th April 2025.
Sample size
A total of 62 valid responses were collected, surpassing the minimum required sample size of 30.
Demographics
- Gender: 51% male, 49% female
- Age distribution
Under 25: 10%
25-34: 21%
35-44: 21%
45-54: 21%
55 and over: 26%
Recruitment methods
Participants were recruited through social media platforms, including Instagram, Discords, and LinkedIn, as well as direct outreach via university/family networks. All respondents were over 18 and confirmed their interest in electric vehicles before beginning the survey. A mandatory consent form was presented at the start, ensuring ethical compliance as per University of Manchester guidelines.
Based on the primary survey insights, several critical UX design directions are identified to enhance the Ford UX subscription webstie:
Simplicity and transparency are critical for engagement
Survey data showed that users were disouraged by forced logins, unclear subscription options, and potential hidden costs. These findings suggest an urgent need for a simplified layout, clear navigation paths, and visible subscription details. According to Nielsen (1993), reducing cognitive load through clear system visibility and user control is fundamental to good usability. Simplicity also enhances trust and reduces abandonment rates (Krug, 2014).
Flexibility should be emgedded into user flows
Over 60% of users preferred flexible, month-to-month subscriptions. This suggests a need for adaptable subscription journeys with short commitment periods. Research by Hassenzahi (2010) affirms that perceived control over digital services increases satisfaction, while flexibility in service design contributes to improved user autonomy and decision-making (Kohler, 2022).
Incentive communication must be visually prominent
Primary data identified free charging credits and referral bonuses as top motivational factors. Visual presentation of theese incentives — such as banners or pop-ups — can improve recall and engagement. Emotional design theory posits that pleasnat visual experiences and reward cues can shape behaviour positively (Interaction Design Foundation, 2016). Additionally, incentive communication, as a niche feature, can be used as a motivation to drive trial adoptions, as highlighted by McKinsey & Company (2014).
Usability Test
Participant profile
Interview structure and questions
Warm-Up & Background (10 minutes)
Introduction
“We're conducting research to improve Ford's EV subscription website. Your feedback will help make the experience more intuitive for users like yourself.”
- Pre-test questions:
- What is your current occupation?
- On a scale of 1-5, how comfortable are you using online subscription services?
- Have you used any vehicles subscription services such as Ford BlueCruise or Tesla Autopilot?
- What device are you using today?
- Have you had any experience with Ford vehicles?
- Are you familiar with EV subscription services?
- Have you previously used any online trial subscription before?
- Task-Based Interaction (15-20 minutes)
“Now we'll have you go through a few tasks using Ford's subscription website while thinkging aloud.”
Task 1: Website Discovery & Navigation
- Please search “Ford UK Subscription” in your browser and click on a result you find most relevant.
- What are you seeing on this page?
- Try to locate information about BlueCruise and how to subscribe.
Probing Questions:
- What helped or hindered your ability to complete the task?
- How easy or difficult was it to identify the free trial option?
Task 2: Attempting Free Trial Sign-Up
- Please simulate the sign-up process for the free trial of BlueCruise.
- Create an account if necessary (no payment details needed).
Probing Questions:
- What didi you expect to happen after you clicked “Start Free Trial?”
- Were there any unexpected requirements?
- What information was missing or unclear?
Wrap-Up & Reflections (5-10 minutes)
Post-Test Questions:
- How would you describe your experience in three words?
- What frustrated or confused you the most during this session?
- If you could change one thing about the website, what would it be?
- What additional information would you need to commit to a paid subscription?
User journey map (Created by Author)
Proposed changes
Based on the triangulated insights from secondary research, primary user surveys, and usability testing findings, here is a comprehensive list of proposed UX changes (see Table ##) to Ford UK's subscription webpage, along with justifications and a prioritisation matrix (see Table ##).
1. Add a large, visually prominent banner on the homepage for “EV Subscription” + “Free Trial”
- Usability test revealed users could not locate the subscription or trial info easily
- Visual prominence aids quick recognition (Bao, Shaukat and Yang, 2021).
2. State eligibility requirements (e.g., VIN, Ford vehicle ownership) upfront before login
- Users were blocked by late-stage requirements.
- Transparency upfront reduces friction and improves perceived trust (Krug, 2014; Fogg, 2003).
3. Improve internal site search function & SEO for “BlueCruise”, “Free Trial”, etc.
Current search returns irrelevant FAQs, causing frustration and abandonment. Nielsen (1994) emphasises match between system and real-world terms.
4. Simplify the subscription flow into 3-4 intuitive steps with a visual progress bar
Users found current steps confusing and scattered. Reducing cognitive load aligns with usability principles (Nielsen, 1994).
5. Provide real-time cost breakdown tools and comparison widgets
Secondary research reveals that most users have high price sensitivity (49% < £10/month) (Tansel, 2025). Interactive tools support decision-making (Tansel, 2025).
6. Introduce “Trial Summary Dashboard” with trial end date, next billing date, and cancellation button
Users fear hidden costs, 47% UK users (Citizens Advice, 2022; Simeon, 2023).
7. Enable PayPal/no-card-required sign-up options
Reduces perceived risk for first-time users (Citizens Advice, 2022; Simeon, 2023).
8. Offer “What to expect in your trial” section with EV basics, FAQs, and videos
Address range anxiety and fear of EV unfamiliarity, especially among older users (Dsouza, 2024).
9. Include trust signals like secure payment badge, verified customer testimonials, and expert reviews
Brand trust was the top motivator in primary data; design credibility boosts conversions (Fogg, 2003).
10. Mobile-first layout with large touch targets and reduced text for older audiences (55+)
71% users access via mobile; 25% EV users are over 55. Accessibility standards improve usability (Chadwick-Dias et al., 2002; Kane, 2019).
11. Highlight incentives like free charging credits, referral bonuses, and countdown timers
Visual incentives drive trial adoption and leverage present bias (Engelmann, 2009).
12. Add a “Build Your Subscription” tool for flexible plan configuration
60% users prefer month-to-month; interactive configurators increase engagement and perceived control.
Prioritisation matrix (impact and feasibiltiy)
The decision to prioritise Change 1 (Prominent homepage banner), Change 2 (Clear eligibility requirements), and Change 6 (Trial summary dashboard) is based on their high potential impact on user experience. These changes directly target the most critical usability issues identified through both primary research and usability testing, making them essential for improving engagement, clarity, and trust in the subscription journey.
The selection of Change 1 (Prominent homepage banner), Change 2(Clear eligibility requirements), and Change 6 (Trial summary dashboard) as the proposed changes for the Ford subscription website is driven by their significant potential to enhance user experience. These features were chosen because they address the most pressing usability challenges identified through primary survey data and usability testing, particularly around discoverability, transparency, and user control. Implementing these changes is essential for increasing user engagement, improving clarity during the sign-up process, and fostering greater trust throughout the subscription journey.
Change 1: Add a large, visually prominent banner for EV subscription + Free trial
Problem
Usability testing and primary survey research results found that users struggle to locate any information on subscriptions or free trials. 33% of users noticed “nothing helpful immediately”, and a prominent quote from one test participant expressed, “The free trial icon is so small and the text is so fine print… I would've given up”.
Implemented changes
Implement a large, high-contrast banner or call-to-action (CTA) at the top of the homepage and the EV landing page that clearly reads:
“Start Your EV Subscription Today — Enjoy 1 Month Free Trial”
- Use a bold colour contrasting with background
- Include a visible countdown timer for urgency (e.g., “Offer ends in 2 days”)
- Make it clickable, linking directly to a step-by-step trial sign-up flow
Justification
- Eye-tracking studies show that users scan webpages in an F-pattern, making top-left and top-centre zones prime real estate for attention (Djamasbi, Siegel and Tullis, 2010).
- Emotional design cues, like urgency (limited-time trials), trigger present bias and FOMO, increasing the likelihood of user action (Bao, Shaukat and Yang, 2021).
- Prominent trial CTAs also improve engagement for risk-averse users, especially older demographics (Krug, 2014).
Change 2: State eligibility requirements (e.g., VIN, Ford ownership) upfront
Problem
Usability testing revealed that users began the sign-up process without being informed they needed a registered Ford vehicle or VIN. This led to wasted time and emotional frustration, particularly for curious trial users without a Ford car:
“I don't have a Ford vehicle, why is this required?
Proposed change
Introduce an eligibility notice module before login, e.g.,
⚠️ “Note: To activate a BlueCruise free trial, a registered For vehicle (VIN required) must be linked to your account.”
Place this prominently on:
- The free trial page
- The account creation form
- FAQ and support pages
Also, provide an optional path for non-owners to explore service features without needing login.
Justification
- Forced member registration and late-stage blockers are top reasons users abandon trials (Citizens Advice, 2022; Waldersee, 2019).
- Reduction strategy: Proactively disclosing limitations enhances user trust, increases perceived control, and reduces emotional fatigue (Fogg, 2003; Huang, 2016; Kroll and Stieglitz, 2019).
- Nielsen (1994) emphasises that user control and freedom can only be achieved through full system visibility before commitment.
Change 6: Introduce a “Trial Summary Dashboard” showing trial end date, next billing, and cancellation button
Problem
Primary survey data shows trust issues and trial anxiety are top barriers:
- 47% of UK users forgot to cancel trials and were charged (Waldersee, 2019).
- Ease of cancellation is ranked third most important factor in signing up.
Users demand clear visibility over:
- Trial duration
- Upcoming billing
- One-click cancellation
Proposed change
Create a personal dashboard once the user begins a trial. Include:
- Trial progress｜“You're on Day 12 of 30” + visual bar
- Next Billing｜“Your first payment of £29.99 will start on May 12, 2025”
- Cancel anytime｜Red button: “Cancel Trial Now — No charges applied”
Send email/SMS reminders 3 days before the trial ends.
Justification
- Aligns with consumer protection guidance and reduces subscription trap risks (Citizens Advice, 2022).
- Providing control over cancellation increases user trust, reduces churn, and improves Net Promoter Scores (Schmidt, Durme and Mathur, no date).
- Nielsen (1944) and Zviran, Glezer and Avni (2006) highlight that empowering users with clear, actionable information improves satisfaction and retention.
User Flow Diagram
Website Prototype
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Appendix ### - Interview Questions
Appendix ### - Survey
Section 2: Free trial subscriptions for EVs
1. Motivations for free trial
Please rate how strongly each factor would motivate you to sign up for a free trial of an EV subscription (1 = Not at all, 5 = Extremely motivating):
☐ Ability to test the vehicle without long-term commitment
☐ Opportunity to experience EV technology firsthand
☐ Change to evaluate cost savings
☐ Access to convenient charging solutions
☐ Additional EV-specific incentives (e.g., free charging credits)
☐ No long-term commitment
☐ Opportunity to test technology
☐ Ability to assess cost savings
☐ Convenient charging options
☐ Special promotional offers (e.g., free charging credits)
2. Ranking encouraging factors
Rank the following factors in order of importance (1 = most important):
☐ Low/no introductory cost
☐ Ease of cancellation
☐ Brand trust / reputation
☐ Social influence (recommendations, limited offers)
☐ Digital integration (ease of using tech features)
3. Trial duration
What minimum trial period would you consider sufficient to properly evaluate an EV subscription?
Which free trial duration would allow you to fully evaluate Ford's EV subscription service?
☐ 1 week
☐ 2 weeks
☐ 1 month
☐ Longer than 1 month
4. Potential Barriers
Please rate the extent to which each of the following would discourage you from signing up for a free trial (1 = Not at all, 5 = Extremely discouraging):
☐ Concerns about hidden costs
☐ Complex cancellation processes
☐ Limited charging infrastructure
☐ Worries about battery longevity
☐ Lack of clear trial terms
5. Free trial sign-up preferences
Which sign-up approach would you find most convenient for a free trial (Select one)?
☐ Online only (simple web form)
☐ Through a mobile app
☐ Phone call with a representative
☐ In-person at a dealership
6. Open-ended: Encouragement or Hesitation
What would most encourage or make you hesitate to sign up for Ford's free trial subscription?
[Open text field]
Section 3: User experience on Ford’s subscription website
1. information accessibility
Using a 5-point likert scale (1 = Very difficult; 5 = Very easy), it's easy to find the information I need about Ford's EV subscription services on the website.
☐ Strongly disagree
☐ Disagree
☐ Neutral
☐ Agree
☐ Strongly agree
2. Clarity and digital experience
How clear and informative is the subscription information provided on the website?
☐ Very clear and informative
☐ Somewhat clear
☐ Not very clear
☐ Not at all clear
3. Usability of the free trial sign-up process
On a scale from 1 (not user-friendly) to 5 (very user-friendly), how would you rate the free trial sign-up process on the website?
4. On a scale or 1 (very poor) to 5 (excellent), how would you rate the overall functionality of Ford’s subscription page?
5. Aesthetics & Visual Appeal
I like the overall look and design of Ford's EV subscription webpage.
☐ Strongly disagree
☐ Disagree
☐ Neutral
☐ Agree
☐ Strongly agree
6. Emotional Reaction
Which statement best describes your emotional reaction to Ford's subscription page? (Select one)
“I feel excited and interested in exploring more”
“It's fine, but I'm not particularly enthusiastic”
“I feel overwhelmed or confused.”
“I'm frustrated or put off by the design.”
8. Digital integration
How well does the website integrate digital features (e.g., locating charging points, online payment options) that are important for an EV subscription experience? (1 = Not well at all; 5 = Extremely well).
9. Open feedback
What improvements or additional features would enhance your experiences with Ford's EV subscription services?
[Open text field]
What specific improvements would enhance your experience with Ford's EV subscription webpage?
[Open text field]
10. Initial impressions
When landing on Ford's EV subscription services page, what do you notice first? (Select one or describe in your own words)
☐ EV technology
☐ Subscription costs
☐ Charging solutions
☐ Limited offer pop-up
☐ Other: [Open text field]
Demographics (Optional)
1. Which age group do you belong to?
☐ Under 25
☐ 25-34
☐ 35-44
☐ 45-54
☐ 55 or over
2. What is your gender?
☐ Male
☐ Female
☐ Other
☐ Prefer not to say
3. How interested are you in electric vehicles?
☐ Very interested
☐ Somewhat interested
☐ Not very interested
☐ Not at all interested
4. Interest and purchasing behaviour
How would you describe your interest in electric vehicles (EVs) and subscription services?
☐ Very interested and actively considering purchase options
☐ Somewhat interested, exploring options
☐ Neutral, no strong interest
☐ Not very interested
☐ Not at all interested
5. Brand loyalty
How familiar are you with Ford and its EV subscription services?
☐ Very familiar, I am a current/past customer
☐ Somewhat familiar
☐ Not very familiar
☐ Not at all familiar
Thank you for your valuable feedback!
裴七 🐾
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