The Car Buying Service provides targeted member benefits including manufacturer incentives, loan rate discounts, and perks. There is a generic public facing experience and a personalized member facing experience.
Timebox
The Car Buying Service is continuously optimized for market opportunities such as manufacturer incentives and seasonal offers.
Problem
Create tangible benefits to delight members
Provide differentiation in the marketplace for the bank
Build automotive brand loyalty with a desirable, targeted demographic
Task
Provide monetary benefits to members
Increase member confidence buying a vehicle
Inform and educate to make a vehicle purchase decision easier
Action
Continuous optimization in response to user research and market conditions
Routine content updates with manufacturer and service provider promotions, discounts, and special offers.
Short-term site and product optimization focused on value in a frictionless member experience
Long-term strategic planning using member insights into market trends such as ride-sharing
My Role
UX | UI | IA | Management
User research including generative, exploratory, evaluative, and usability methods for competitive analysis, personas, user interviews, journey maps, flows, card sorts, and A/B testing
Design and maintain the Learning Center portion of the Car Buying Service
Manage the work of the design team
Build and maintain stakeholder and developer relationships
Result
Members feel confident in buying a car
Members save money with exclusive deals
Increase user satisfaction and delight (NPS, SUS, etc.)
Continual quarterly increase in program participation measured in loan applications and loan completions
Decrease in support calls for the Car Buying Service
