This project for Oodle car Finance aimed to create a seamless, end-to-end car discovery and finance application journey for customers looking to finance a car through Oodle Finance. My goal was to design an intuitive, user-centric platform that addressed the key questions, pain points, and jobs-to-be-done associated with car financing and leasing.
Client: Oodle Finance
For this part of the project the key points I needed to consider were:
1. What are the jobs to be done when making a finance purchase?
2. What are the key questions and pain points associated with such a purchase?
3. What are the key customer objections we need to overcome?
4. What are the potential legal issues surrounding fraud and the legalities of leasing a car?
5. What types of buyers are there, and where are they in their buying journey?
6. What is the level of risk involved and how can we reduce this risk?
7. What are the best practises associated with car search engines?
8. How can we simplify a convoluted car buying journey so it is simple and effective?
9. How can we align both the web and mobile app so they offer a similar user experience?
I started by conducting a thorough analysis of the market, evaluating competitors' offerings, and identifying trends and best practices in the car financing and leasing space. This research helped me understand the competitive landscape and set the stage for my design approach.
To ensure a comprehensive understanding of the financing and leasing customer journey, I immersed myself in the subject matter. I familiarized myself with the intricacies of car financing, leasing, and the various vehicle types available to customers.
I sent out user surveys to gather insights into buying behaviors, preferences, and pain points. These insights informed my design strategy and allowed me to empathise with the end users.
Based on my research and survey results, I formulated hypotheses about the key jobs-to-be-done, questions, and pain points for car finance customers. I then mapped out a user flow that addressed these concerns, guiding users through an intuitive and engaging journey.
I divided the workload between myself, focusing on the website, and my colleague, who worked on the native app. We established clear processes to ensure proper alignment, consistency, and collaboration throughout the project.
I designed a comprehensive sitemap that organized the content into logical categories and subcategories, providing a solid foundation for the user journey and facilitating easy navigation.
With a focus on mobile usability, I developed low-fidelity wireframes that prioritized content hierarchy and addressed key questions and pain points. This approach ensured an optimal user experience across devices.
I transformed the wireframes into mobile-first clickable prototypes, enabling me to test user interactions, navigation, and overall usability in a more tangible manner.
I conducted usability tests with real users, gathering feedback and insights to refine my designs and enhance the overall user experience.
Based on the user testing results, I iterated and refined my designs, incorporating the valuable feedback to create a more user-centric platform. Finally, I transformed the wireframes into full UI designs and prepared them for handoff to the development team, ensuring a smooth transition from design to implementation.
