Helped ŠKODA boost customer confidence and financial plan conversions, increasing satisfaction by 45%.
Role: UX Designer, Copywriter
Tools: Figma, Illustrator
Duration: 2 months
Background
Customers found ŠKODA’s financial offers overwhelming due to the amount of plans available to them. This led to decision fatigue, increased confusion, and frequent drop offs during the purchase journey.
Challenge
ŠKODA aimed to reduce this friction by introducing a decision tree tool a guiding tool that would help users quickly identify the most relevant financial plan based on their personal needs. My UX challenge was to make this experience clear and supportive for customers navigating financial decisions.
User research
I approached the project from the user’s mindset, collaborating with the research team to conduct user surveys aimed at uncovering pain points in the finance plan selection process. Key insights included:
Indecisive customers struggled to know what financial plan is best for their needs.
Unclear process as customers didn’t know how to get started.
A large percentage of customers usually contact ŠKODA via phone.
Goals
The main goal was to design a personalised intuitive user journey that simplified financial decision making. By guiding customers through questions and plan suggestions, the digital experience aimed to boost engagement, lower bounce rates, and importantly drive increased conversion rates for ŠKODA’s finance services.
Wireframing and prototyping
The decision tree aimed to give users flexibility and ease, so I began by understanding the users and defining their goals and challenges. This informed a tool matrix that clarified decision flows and user logic.
Working in an agile setup via Jira, I collaborated closely with the client, PMs, and developers to gather ongoing feedback and resolve technical or financial constraints.
The UX process included multiple iteration phases, starting with low-fidelity wireframes to map flows. These evolved into high-fidelity prototypes, which were tested with users to validate clarity and usability.
Design choices
Users answer tailored questions.
Tool dynamically adjusts recommendations.
Clear comparisons of finance options.
Seamless transition to application process.
User testing
I conducted A/B testing to evaluate the performance of the proposed design solution. User feedback led to key refinements:
Reduced steps for a quicker, more efficient experience.
Simplified financial language to improve clarity and confidence.
Added visual progress indicators to boost user engagement and orientation.
Outcome
With ŠKODA’s KPIs in ming, I delivered a clear, user centred solution featuring a minimalist interface and responsive design across all breakpoints. The result was a flexible digital experience that simplified financial decision making and empowered users to confidently select their ideal finance plan.
Impact
+30%
+45%
Financing inquiries
Customer satisfaction
↑
Conversion rates
Key learnings
Clear navigation empowers users.
Users prefer concise content.
Visuals improve engagement.
Most users accessed the tool on mobile.