Ford of Canada came to us to solve a problem. Car buyers were getting lost in the middle of the sales funnel – the place where a consumer expresses interest in Ford but needs more information to substantiate a decision to buy. Unfortunately, they weren’t finding what they needed.We proposed redesigning the entire Ford of Canada Web site to bring the right information to the surface and keep potential buyers engaged with the brand throughout the decision process. To do this, we brought vehicle features to the forefront without burying them in details. Info-hungry users, however, found all the dimensions and specifications they wanted, usually with only one additional click. We also highlighted Ford of Canada’s new messaging, ‘Powered by You,’ with the incorporation of Yahoo! Answers and a commitment to transparency in the new vehicle compare tool.