FinTech Auto
Objectives
CUNA Mutual Group’s FinTech Solutions group is investigating the strategic opportunity to leverage their relevant automotive product/service offerings, recent fintech acquisitions, and partnerships to develop a new end-to-end car buying platform. They have requested UX design and research support from Delve to build upon prior work in support of further defining the user experience vision for the platform with input from users.
Mockups & Prototypes
Delve designed mockups and prototyped end to end mobile and tablet experiences in Figma
Researches
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Market Research
Delve investigated online platforms and analyzed their user journey
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Data Collection & Synthesizing
Delve conducted 3 rounds of research interviews and synthesized feedback for refining digital experience
Market Research
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Competitive Analysis
Delve investigated six different online auto purchasing platforms and analyzed their user journeys.
We learned their car inventory system, overall user flows, and key features that we can benchmark.
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High-Level Navigation
Delve investigated how other platforms use high-level navigation on user journeys and categorized 5 different styles.
We benchmarked some of the design elements and created our own directory style navigation.
Data Collection
Delve conducted three rounds of research interviews. We focused on different user journeys in each round
Research Round 1
From the consumer's perspective, understand what differentiates an outstanding from a good contracting experience with an online automobile purchasing platform and gather preliminary feedback on UX improvements to inform final UX design recommendations for the contracting phase.
Interview Structure
Captured overview of car buying process.
Uncovered specifics of contract signing and perceptions of experience.
Walked through prototype screens preceding the contracting phase.
Gathered feedback on three versions of the contracting part of the experience – the existing prototype and two
possible revisions.
Tested Concepts
UX/UI Updates
Key Take Aways
Everyone agreed that Concept B and Concept C were improvements on Concept A.
Some participants preferred Concept B, while others preferred Concept C.
Several users wanted to see the total cost of their loan in summary
Most users wanted to see an option to connect with live support and assistance.
Way finder and Loan Summary in tile view help users to follow steps with digesting key information
Research Round 2
From the consumer's perspective, understand what differentiates an outstanding closing ceremony - down payment, trade-in finalization, and pick-up - experience with an online automobile purchasing platform and gather preliminary feedback on UI improvements to inform final UI design recommendations for the closing ceremony phase.
Interview Structure
Captured high-level overview of the car buying process.
Discussed specifics of down payment, trade-in and pick-up process, and perceptions of experience.
Gathered feedback on down payment, trade-in, and pick-up preparation prototype screens.
Discussed key criteria for success and potential opportunities for failure.
Tested Flow
UX/UI Updates
Key Take Aways
Everyone agreed that they had positive initial impressions.
Some users wanted to have more options for their down payments (split payment, pay with points).
Preferable contact/reminder methods are varied (email, text, phone call).
One user expected to have payment steps at the end of the process.
Users wanted to upload documents prior to the dealership visit.
Research Round 3
Research Objectives
Understand how documents should be grouped/organized
Should documents be arranged by dealer, lender and state?
Understand the appropriate amount of content.
How much content can users absorb before they start to feel overwhelmed?
Determine min. number of DocuSign hits from users’ perspective
How do users respond to going to DocuSign once versus three separate times?
Validate that Contracting Round 1 UI updates met users’ needs
Are users satisfied with the updates we made based on Round 1 insights?
Interview Structure
Conducted qualitative interviews with 6 participants
Discussed recent car purchase, with a focus on contracting part of the experience
Shared two versions of the contracting phase of the prototype
Concept A – all documents together, 1 DocuSign hit
Concept B – documents in three groups, 3 DocuSign
Alternated presentation order across participants
Tested Flow
Contract Documents in One Page
Separate Contract Documents
UX/UI Updates
Key Take Aways
There are more interview participants liked Concept B than Concept A, and they want to read contents with highlighted background (purple color) and texts
A few interview participants mentioned that they care about important dates and numbers on contract summary, so we made the texts bold.
We found that interview participants have their own preferred ways to accomplished contracting experience, so we designed a screen to allow them to choose their preferred path by providing two different options
Most users would prefer to stay on one device rather than transition devices and expect that the experience would be designed in a way that didn’t require a device transition.
