Detailed project content is omitted due to confidentiality.
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Overview
A global automotive enterprise was positioning its car dealerships to transform the digital car-buying journey through the design and build of a platform that provides an end-to-end customer-centric digital experience.
The project goal was to make the car shopping experience agnostic to the consumers’ physical location, add simplicity and transparency, reduce time spent at the dealership, and empowers customers to self-serve.
My Role
UX/UI Designer
My Team
5 UX/UI Designers
2 Auto Finance SMEs
1 Project Manager
My Tools
Sketch
InVision
PowerPoint
Impact
Enabled a dealership to offer a delightful omnichannel customer experience across the entire end-to-end process. Digitally connected dealerships and lenders with customers through our design to increase transparency, placing the buyer in the driver's seat of the process.
Process
I. Research
To better understand the industry and car shopping customers’ mindsets and journies, I conducted secondary research of the industry and spoke with potential customers and automotive finance experts to gain more knowledge on how automotive shopping/financing works.
II. Produce Persona & Journey Map
Based on my secondary research and interviews with potential customers and car financing SMEs, we developed the persona and user journey map.
Product Prototype
01
We know the car buying journey isn’t instant. Saving vehicles to access later and compare in a detailed view allows users to go at their own pace.
02
Comparison is a common behavior in car shopping. The site allows users to compare car details side-by-side, play with add-ons and after-market options. It shows upfront the important information that helps users make their purchase decisions.
03
Financing isn’t simple, but with transparency, flexibility, and straightforward language it is easier. Users can explore what their costs would be with different down payments and loan terms and pick from a list of loan offerings from real banks.
04
Provides various ways for customers to shop for the car they want. We understand that some people know exactly what they want, while others are unsure. Our vision for the product is to help create an experience that is inviting for all users but feels personalized to each individual.
05
The financing part of car purchasing is stressful and doubt-ridden. Allowing consumers to review financing options by integrating multiple lenders empowers customers. The product also uses an intelligent assistant to provide price-drop notifications and recommends the most suitable financing options.
Epilogue
For this project, I demonstrated my ability to quickly learn new information and design for industries that I am not familiar with. It testifies to my strong foundation and knowledge in human-centered design principles, processes, and methodologies, which allow me to address design challenges for any industry.
