Helping ŠKODA with boosting customer confidence and financial plan conversions.
Responsibilities: UX Design, Prototyping
Tools: Figma, Illustrator
Duration: 2 months
Background
Customers found SKODA’s financial offers overwhelming due to the amount of plans available to them. Customers struggled to decide which option was best for their situation, leading to decision frustration and drop-offs in the purchasing journey.
Challenge
SKODA wanted to simplify the process for customers who need a suitable financial plan. They wanted introduce a decision tree tool to helps customers choose the best plan based on their personal preferences.
User research
I approached the project from the customer’s perspective, using research to identify key pain points. I collaborated with the research team to conduct tasks such as user surveys to gain a better understanding of the situation. The overall research highlighted the following pain points.
Indecisive customers are struggling to know what financial plan is best.
Unclear process as customers didn’t know how to get started.
A large percentage of customers usually contact SKODA via phone.
Goals
From user research sessions, my primary project goal was to establish a user experience focused on making financial decisions more intuitive and allowing customers to navigate with ease. Through a personalised experience tailored to personal financial situations, SKODA could potentially increase customer engagement and decrease bounce rate issues. My proposed design approach could lead to conversion success for SKODA.
Wireframing and prototyping
With a decision tree the ultimate goal is to allow the user to have flexibility and control of their decisions, so user research was necessary. Through an agile workflow and empathising with the intended customer through defining user goals and challenges. I was able to come up with tool matrix, allowing for a better understanding of the decision tree tool.
Through Jira collaboration with the client, project managers and full-stack developers I was able to collect constant feedback whilst eliminating any potential technical and financial issues; allowing for a precise workflow.
The UX stage went through many iteration phases to ensure ideas had a good balance between business requirements and user needs. Low-fidelity wireframes were created to map the decision flows. After multiple iterations, high-fidelity prototypes were developed and tested with users.
Design choices
Users answer a series of personalised questions about their preferences.
The tool adjusts recommendations based on responses.
Clear breakdown comparisons of financing options.
Easy transition to apply for financing.
User testing
A/B testing was conducted to understand how my proposed design solution was performing.
The Feedback led to:
Fewer clicks through Reducing the number of steps for a faster experience.
Simplifying financial terminology for clarity.
Adding visual progress indicators to enhance user engagement.
Outcome
With SKODA’s KPI targets in mind I delivered a clear and precise solution. I created a user experience with a minimalistic interface. The design works on all breakpoints with best practice considered throughout. Therefore providing customers with a flexible digital experience when selecting their ideal financial plan.
Impact
+30%
+45%
Financing inquiries
Customer satisfaction
↑
Conversion rates
Key learnings
Clear navigation empowers users.
Users preferred concise explanations over detailed descriptions.
Icons and infographics improve engagement.
Most users accessed the tool on mobile devices.