2018 (3 months) / Strategic Design & Research Lead / Paper Giant
Novated leasing benefits low-medium income earners wanting a new car, but is hard to understand.
I led the re-design of the web, mobile and email channels in a novated leasing company’s purchasing experience to improve acquisition and conversion.
The company needed help because a significant number of customers were dropping out before final purchase. The complexity of quote information and financing calculations was the problem; customers weren’t sure what they were getting into and therefore abandoning the process.
A new personalised, seamless purchasing experience
Contextual interviews and usability testing was conducted with customers and consultants to more clearly understand the end-to-end purchasing journey and determine key problems and opportunities for improving the service design. Opportunities identified included:
Grow trust and aid comprehension in a complex product by being more transparent
Information must be delivered for different customers at different times in recognition of their specific contexts and needs
More consistent brand application across multiple touchpoints
More finely tuned, fit for purpose analytic implementation, and close monitoring post change implementation
Educating customers about a fundamentally complex product by ‘learning through doing’
Final deliverables were:
Worked with the company to embed design principles focused on brand experience consistency, customer education and experience personalisation, and what analytics should focus on
Developed concept prototypes of touchpoint redesign (web, mobile, email) across five key stages of the purchasing journey, and a roadmap for implementation by the company's Customer Experience team