"I just want to know my car is on its way."

"I'll come back to this later — I don't have time right now."

• Verbally expresses excitement about the vehicle at purchase

• Asks dealership staff about connectivity and app features

• Mentions she "Googled it" when looking for charging info

"Why is this taking so long at the dealership?"

"How do I even charge this thing at home?"

• Wonders if she set everything up correctly after leaving mid-flow

• Unsure whether Ford Owner is the official or best source for answers

• Quietly anxious about the EV learning curve she didn't anticipate

• Hopes the app and website will "just sync" without extra effort

"Searches Google before going to Ford Owner directly."

• Clicks email CTA link to start Rocket Setup, then abandons mid-flow

• Returns via vehicle dashboard callout — not direct URL recall

• Uses Ford Owner on mobile during a roadside stress situation

• Searches charging topics by specific feature: status, timing, notifications

• Authenticates to save Trip Planner content — unprompted, task-driven

• Revisits Ford Owner repeatedly once it proves useful

"Relieved when she finds the right answer fast."

• Restless and fatigued after a long dealership experience

• Excited but quietly overwhelmed by the EV features ahead

• Reassured when Ford Owner reflects her setup data correctly

• Vulnerable and stressed during the pothole / roadside incident

• Grows confident in Ford Owner as a resource over time

• Surprised (positively) when the platform anticipates her needs

• No clear re-entry point when she abandons Rocket Setup mid-flow

• EV charging education isn't proactively surfaced — she has to find it via Google

• Dealership process leaves her drained before digital onboarding even begins

• Unclear whether account data will carry across web, app, and in-vehicle

• Roadside stress amplifies any friction in mobile experience

• Prominent dashboard callout rescues her abandoned Rocket Setup — zero re-work

• Seeing her profile auto-populate from setup builds immediate trust in the platform

• Vehicle-specific charging content reduces EV anxiety to manageable curiosity

• Roadside Assistance callout on mobile converts a stressful moment into a confidence signal

• Ford Owner becomes her default resource — earned, not assumed