Streamlining ŠKODA’s Online Finance Journey
Streamlining ŠKODA’s Online Finance Journey
Streamlining ŠKODA’s Online Finance Journey
Simplifying ŠKODA’s
Online Finance Journey
Streamlining ŠKODA’s Online Finance Journey
Drove a 30% rise in finance inquiries with a decision tool.
Drove a 30% rise in finance inquiries with a decision tool.
Drove a 30% rise in finance inquiries with a decision tool.
Drove a 30% rise in finance inquiries with a decision tool.
Drove a 30% rise in finance inquiries with a decision tool.
Role
Product Designer
Role
Product Designer
Role
Product Designer
Role
Product Designer
Role
Product Designer
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Decision tree tool to reduce frustration and improve conversions by guiding users through finance options.
Decision tree tool to reduce frustration and improve conversions by guiding users through finance options.
Decision tree tool to reduce frustration and improve conversions by guiding users through finance options.
Context & Challenge
ŠKODA’s car finance application was meant to be a intuitive digital funnel, but users were bailing right when they should have been converting. Dense screens, finance jargon, and unclear next steps created doubt. Instead of completing the journey online, customers picked up the phone. That meant higher operational costs, lost conversions, and a digital experience that wasn’t doing its job.
My challenge was to turn a compliance heavy process into a guided, trustworthy journey that gives customers clarity to complete finance applications confidently without needing support.
Context & Challenge
ŠKODA’s car finance application was meant to be a intuitive digital funnel, but users were bailing right when they should have been converting. Dense screens, finance jargon, and unclear next steps created doubt. Instead of completing the journey online, customers picked up the phone. That meant higher operational costs, lost conversions, and a digital experience that wasn’t doing its job.
My challenge was to turn a compliance heavy process into a guided, trustworthy journey that gives customers clarity to complete finance applications confidently without needing support.
Context & Challenge
ŠKODA’s car finance application was meant to be a intuitive digital funnel, but users were bailing right when they should have been converting. Dense screens, finance jargon, and unclear next steps created doubt. Instead of completing the journey online, customers picked up the phone. That meant higher operational costs, lost conversions, and a digital experience that wasn’t doing its job.
My challenge was to turn a compliance heavy process into a guided, trustworthy journey that gives customers clarity to complete finance applications confidently without needing support.
Context & Challenge
ŠKODA’s car finance application was meant to be a intuitive digital funnel, but users were bailing right when they should have been converting. Dense screens, finance jargon, and unclear next steps created doubt. Instead of completing the journey online, customers picked up the phone. That meant higher operational costs, lost conversions, and a digital experience that wasn’t doing its job.
My challenge was to turn a compliance heavy process into a guided, trustworthy journey that gives customers clarity to complete finance applications confidently without needing support.
Context & Challenge
ŠKODA’s car finance application was meant to be a intuitive digital funnel, but users were bailing right when they should have been converting. Dense screens, finance jargon, and unclear next steps created doubt. Instead of completing the journey online, customers picked up the phone. That meant higher operational costs, lost conversions, and a digital experience that wasn’t doing its job.
My challenge was to turn a compliance heavy process into a guided, trustworthy journey that gives customers clarity to complete finance applications confidently without needing support.
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Research & Insights
Partnering with ŠKODA's user researcher, user interviews and competitor audits were conducted to understand how people approached finance decisions and where they found difficulty.
Key findings:
Finance terms felt unclear and intimidating, especially for first time buyers.
Mobile drop‑offs spiked during forms and comparison screens.
Customers valued clarity, transparency, and seeing "what's right for me" over product lists.
These insights shaped the core principle: help users make sense of finance options through plain language and personalised guidance rather than expecting them to understand products on their own.
Research & Insights
Partnering with ŠKODA's user researcher, user interviews and competitor audits were conducted to understand how people approached finance decisions and where they found difficulty.
Key findings:
Finance terms felt unclear and intimidating, especially for first time buyers.
Mobile drop‑offs spiked during forms and comparison screens.
Customers valued clarity, transparency, and seeing "what's right for me" over product lists.
These insights shaped the core principle: help users make sense of finance options through plain language and personalised guidance rather than expecting them to understand products on their own.
Research & Insights
Partnering with ŠKODA's user researcher, user interviews and competitor audits were conducted to understand how people approached finance decisions and where they found difficulty.
Key findings:
Finance terms felt unclear and intimidating, especially for first time buyers.
Mobile drop‑offs spiked during forms and comparison screens.
Customers valued clarity, transparency, and seeing "what's right for me" over product lists.
These insights shaped the core principle: help users make sense of finance options through plain language and personalised guidance rather than expecting them to understand products on their own.
Research & Insights
Partnering with ŠKODA's user researcher, user interviews and competitor audits were conducted to understand how people approached finance decisions and where they found difficulty.
Key findings:
Finance terms felt unclear and intimidating, especially for first time buyers.
Mobile drop‑offs spiked during forms and comparison screens.
Customers valued clarity, transparency, and seeing "what's right for me" over product lists.
These insights shaped the core principle: help users make sense of finance options through plain language and personalised guidance rather than expecting them to understand products on their own.
Research & Insights
Partnering with ŠKODA's user researcher, user interviews and competitor audits were conducted to understand how people approached finance decisions and where they found difficulty.
Key findings:
Finance terms felt unclear and intimidating, especially for first time buyers.
Mobile drop‑offs spiked during forms and comparison screens.
Customers valued clarity, transparency, and seeing "what's right for me" over product lists.
These insights shaped the core principle: help users make sense of finance options through plain language and personalised guidance rather than expecting them to understand products on their own.
Simplifying The Finance Journey
Users were not looking for every possible finance product; they wanted help deciding which option fit their situation. To address this, a decision tree tool was proposed that would:
Ask a small number of focused questions about needs and preferences.
Narrow down suitable options and explain them in simple, contextual language.
Present clear next steps, whether continuing online or contacting a dealer.
The strategy was to turn an overwhelming set of finance choices into a guided conversation, increasing confidence and reducing the need to call support.
Simplifying The
Finance Journey
Users were not looking for every possible finance product; they wanted help deciding which option fit their situation. To address this, a decision tree tool was proposed that would:
Ask a small number of focused questions about needs and preferences.
Narrow down suitable options and explain them in simple, contextual language.
Present clear next steps, whether continuing online or contacting a dealer.
The strategy was to turn an overwhelming set of finance choices into a guided conversation, increasing confidence and reducing the need to call support.
Simplifying The Finance Journey
Users were not looking for every possible finance product; they wanted help deciding which option fit their situation. To address this, a decision tree tool was proposed that would:
Ask a small number of focused questions about needs and preferences.
Narrow down suitable options and explain them in simple, contextual language.
Present clear next steps, whether continuing online or contacting a dealer.
The strategy was to turn an overwhelming set of finance choices into a guided conversation, increasing confidence and reducing the need to call support.
Simplifying The Finance Journey
Users were not looking for every possible finance product; they wanted help deciding which option fit their situation. To address this, a decision tree tool was proposed that would:
Ask a small number of focused questions about needs and preferences.
Narrow down suitable options and explain them in simple, contextual language.
Present clear next steps, whether continuing online or contacting a dealer.
The strategy was to turn an overwhelming set of finance choices into a guided conversation, increasing confidence and reducing the need to call support.
Simplifying The
Finance Journey
Users were not looking for every possible finance product; they wanted help deciding which option fit their situation. To address this, a decision tree tool was proposed that would:
Ask a small number of focused questions about needs and preferences.
Narrow down suitable options and explain them in simple, contextual language.
Present clear next steps, whether continuing online or contacting a dealer.
The strategy was to turn an overwhelming set of finance choices into a guided conversation, increasing confidence and reducing the need to call support.
Early sketches shaping layout and navigation to simplify the decision tree flow.
Early sketches shaping layout and navigation to simplify the decision tree flow.
Early sketches shaping layout and navigation to simplify the decision tree flow.
Early sketches shaping layout and navigation to simplify the decision tree flow.
Early sketches shaping layout and navigation to simplify the decision tree flow.
Design Approach
To simplify a complex finance decision, I built a low-fidelity decision tree that broke the journey into clear, guided steps. I rapidly iterated on:
The order and wording of questions to reduce cognitive load
When to reveal details like APR and total cost
Handling ineligible users and other edge cases
Wireframes and flow diagrams aligned stakeholders on logic early, preventing rework before visual design and development began.
Key Trade Offs
Clarity Over Completeness
Focused on the differences that truly shaped decisions, with links to full T&Cs for deeper detail.
Speed Over Personalisation
Kept questions minimal to avoid drop-offs.
Compliance With Compliance
Required legal copy paired with plain-language explanations
Design Approach
To simplify a complex finance decision, I built a low-fidelity decision tree that broke the journey into clear, guided steps. I rapidly iterated on:
The order and wording of questions to reduce cognitive load
When to reveal details like APR and total cost
Handling ineligible users and other edge cases
Wireframes and flow diagrams aligned stakeholders on logic early, preventing rework before visual design and development began.
Key Trade Offs
Clarity Over Completeness
Focused on the differences that truly shaped decisions, with links to full T&Cs for deeper detail.
Speed Over Personalisation
Kept questions minimal to avoid drop-offs.
Compliance With Compliance
Required legal copy paired with plain-language explanations
Design Approach
To simplify a complex finance decision, I built a low-fidelity decision tree that broke the journey into clear, guided steps. I rapidly iterated on:
The order and wording of questions to reduce cognitive load
When to reveal details like APR and total cost
Handling ineligible users and other edge cases
Wireframes and flow diagrams aligned stakeholders on logic early, preventing rework before visual design and development began.
Key Trade Offs
Clarity Over Completeness
Focused on the differences that truly shaped decisions, with links to full T&Cs for deeper detail.
Speed Over Personalisation
Kept questions minimal to avoid drop-offs.
Compliance With Compliance
Required legal copy paired with plain-language explanations
Design Approach
To simplify a complex finance decision, I built a low-fidelity decision tree that broke the journey into clear, guided steps. I rapidly iterated on:
The order and wording of questions to reduce cognitive load
When to reveal details like APR and total cost
Handling ineligible users and other edge cases
Wireframes and flow diagrams aligned stakeholders on logic early, preventing rework before visual design and development began.
Key Trade Offs
Clarity Over Completeness
Focused on the differences that truly shaped decisions, with links to full T&Cs for deeper detail.
Speed Over Personalisation
Kept questions minimal to avoid drop-offs.
Compliance With Compliance
Required legal copy paired with plain-language explanations
Design Approach
To simplify a complex finance decision, I built a low-fidelity decision tree that broke the journey into clear, guided steps. I rapidly iterated on:
The order and wording of questions to reduce cognitive load
When to reveal details like APR and total cost
Handling ineligible users and other edge cases
Wireframes and flow diagrams aligned stakeholders on logic early, preventing rework before visual design and development began.
Key Trade Offs
Clarity Over Completeness
Focused on the differences that truly shaped decisions, with links to full T&Cs for deeper detail.
Speed Over Personalisation
Kept questions minimal to avoid drop-offs.
Compliance With Compliance
Required legal copy paired with plain-language explanations
UI explorations for layouts, progress indicators, and core components.
UI explorations for layouts, progress indicators,
and core components.
UI explorations for layouts, progress indicators, and core components.
UI explorations for layouts, progress indicators, and core components.
UI explorations for layouts, progress indicators,
and core components.
Collaboration & Visual Design
I shaped the solution closely with product, legal and development to ensure it was both feasible and compliant:
Defined success metrics for v1 and prioritised key decision paths
Negotiated how legal disclosures could sit alongside content
Resolved technical constraints early to avoid later blockers
The final visuals used ŠKODA’s brand system to make dense information feel approachable:
Clear hierarchy and generous spacing
Mobile-first layouts and thumb-friendly controls
Calm colours and icons to guide progress without noise
The result was a finance tool that felt supportive, transparent, and easy to explore.
Collaboration
& Visual Design
I shaped the solution closely with product, legal and engineering to ensure it was both feasible and compliant:
Defined success metrics for v1 and prioritised key decision paths
Negotiated how legal disclosures could sit alongside content
Resolved technical constraints early to avoid later blockers
The final UI used ŠKODA’s brand system to make dense information feel approachable:
Clear hierarchy and generous spacing
Mobile-first layouts and thumb-friendly controls
Calm colours and icons to guide progress without noise
The result was a finance tool that felt supportive, transparent, and easy to explore.
Collaboration & Visual Design
I shaped the solution closely with product, legal and development to ensure it was both feasible and compliant:
Defined success metrics for v1 and prioritised key decision paths
Negotiated how legal disclosures could sit alongside content
Resolved technical constraints early to avoid later blockers
The final visuals used ŠKODA’s brand system to make dense information feel approachable:
Clear hierarchy and generous spacing
Mobile-first layouts and thumb-friendly controls
Calm colours and icons to guide progress without noise
The result was a finance tool that felt supportive, transparent, and easy to explore.
Collaboration & Visual Design
I shaped the solution closely with product, legal and development to ensure it was both feasible and compliant:
Defined success metrics for v1 and prioritised key decision paths
Negotiated how legal disclosures could sit alongside content
Resolved technical constraints early to avoid later blockers
The final visuals used ŠKODA’s brand system to make dense information feel approachable:
Clear hierarchy and generous spacing
Mobile-first layouts and thumb-friendly controls
Calm colours and icons to guide progress without noise
The result was a finance tool that felt supportive, transparent, and easy to explore.
Collaboration & Visual Design
I shaped the solution closely with product, legal and development to ensure it was both feasible and compliant:
Defined success metrics for v1 and prioritised key decision paths
Negotiated how legal disclosures could sit alongside content
Resolved technical constraints early to avoid later blockers
The final visuals used ŠKODA’s brand system to make dense information feel approachable:
Clear hierarchy and generous spacing
Mobile-first layouts and thumb-friendly controls
Calm colours and icons to guide progress without noise
The result was a finance tool that felt supportive, transparent, and easy to explore.
Mobile flow guiding answers into a tailored finance recommendation.
Mobile flow guiding answers into a tailored finance recommendation.
Mobile flow guiding answers into a tailored finance recommendation.
Mobile flow guiding answers into a tailored finance recommendation.
Mobile flow guiding answers into a tailored finance recommendation.
Testing & Iteration
Remote usability testing was run with 12 participants via UserZoom to validate the new journey in both desktop and mobile contexts.
Key outcomes:
87% of participants successfully completed the finance flow.
Task completion times decreased as users moved through steps.
System Usability Score: 82.5, indicating a strong overall experience.
From testing, several changes were made:
Simplified language further where participants still hesitated or misinterpreted terms.
Refined step structure, merging or splitting questions to match how users naturally thought about decisions.
Enhanced mobile accessibility (contrast, hit areas, focus states) to better align with WCAG guidance.
Testing & Iteration
Remote usability testing was run with 12 participants via UserZoom to validate the new journey in both desktop and mobile contexts.
Key outcomes:
87% of participants successfully completed the finance flow.
Task completion times decreased as users moved through steps.
System Usability Score: 82.5, indicating a strong overall experience.
From testing, several changes were made:
Simplified language further where participants still hesitated or misinterpreted terms.
Refined step structure, merging or splitting questions to match how users naturally thought about decisions.
Enhanced mobile accessibility (contrast, hit areas, focus states) to better align with WCAG guidance.
Testing & Iteration
Remote usability testing was run with 12 participants via UserZoom to validate the new journey in both desktop and mobile contexts.
Key outcomes:
87% of participants successfully completed the finance flow.
Task completion times decreased as users moved through steps.
System Usability Score: 82.5, indicating a strong overall experience.
From testing, several changes were made:
Simplified language further where participants still hesitated or misinterpreted terms.
Refined step structure, merging or splitting questions to match how users naturally thought about decisions.
Enhanced mobile accessibility (contrast, hit areas, focus states) to better align with WCAG guidance.
Testing & Iteration
Remote usability testing was run with 12 participants via UserZoom to validate the new journey in both desktop and mobile contexts.
Key outcomes:
87% of participants successfully completed the finance flow.
Task completion times decreased as users moved through steps.
System Usability Score: 82.5, indicating a strong overall experience.
From testing, several changes were made:
Simplified language further where participants still hesitated or misinterpreted terms.
Refined step structure, merging or splitting questions to match how users naturally thought about decisions.
Enhanced mobile accessibility (contrast, hit areas, focus states) to better align with WCAG guidance.
Testing & Iteration
Remote usability testing was run with 12 participants via UserZoom to validate the new journey in both desktop and mobile contexts.
Key outcomes:
87% of participants successfully completed the finance flow.
Task completion times decreased as users moved through steps.
System Usability Score: 82.5, indicating a strong overall experience.
From testing, several changes were made:
Simplified language further where participants still hesitated or misinterpreted terms.
Refined step structure, merging or splitting questions to match how users naturally thought about decisions.
Enhanced mobile accessibility (contrast, hit areas, focus states) to better align with WCAG guidance.
Short video demonstrating the animated decision tree flow.
Short video demonstrating the animated decision tree flow.
Short video demonstrating the animated decision tree flow.
Short video demonstrating the animated decision tree flow.
Short video demonstrating the animated decision tree flow.
Final Reflection
The project demonstrated that:
Simplicity and transparency are powerful in big decisions like car financing; a guided conversation outperforms a product list.
Early wireframes are invaluable for aligning product, legal, and development.
Cross‑functional collaboration is essential when dealing with regulated content; bringing legal and engineering into the process early helped streamline delivery.
If approaching this again, accessibility testing would be integrated from the outset and analytics would be used more extensively after launch to continuously refine question ordering and content based on real user behaviour.
Final Reflection
The project demonstrated that:
Simplicity and transparency are powerful in big decisions like car financing; a guided conversation outperforms a product list.
Early wireframes are invaluable for aligning product, legal, and development.
Cross‑functional collaboration is essential when dealing with regulated content; bringing legal and engineering into the process early helped streamline delivery.
If approaching this again, accessibility testing would be integrated from the outset and analytics would be used more extensively after launch to continuously refine question ordering and content based on real user behaviour.
Final Reflection
The project demonstrated that:
Simplicity and transparency are powerful in big decisions like car financing; a guided conversation outperforms a product list.
Early wireframes are invaluable for aligning product, legal, and development.
Cross‑functional collaboration is essential when dealing with regulated content; bringing legal and engineering into the process early helped streamline delivery.
If approaching this again, accessibility testing would be integrated from the outset and analytics would be used more extensively after launch to continuously refine question ordering and content based on real user behaviour.
Final Reflection
The project demonstrated that:
Simplicity and transparency are powerful in big decisions like car financing; a guided conversation outperforms a product list.
Early wireframes are invaluable for aligning product, legal, and development.
Cross‑functional collaboration is essential when dealing with regulated content; bringing legal and engineering into the process early helped streamline delivery.
If approaching this again, accessibility testing would be integrated from the outset and analytics would be used more extensively after launch to continuously refine question ordering and content based on real user behaviour.
Final Reflection
The project demonstrated that:
Simplicity and transparency are powerful in big decisions like car financing; a guided conversation outperforms a product list.
Early wireframes are invaluable for aligning product, legal, and development.
Cross‑functional collaboration is essential when dealing with regulated content; bringing legal and engineering into the process early helped streamline delivery.
If approaching this again, accessibility testing would be integrated from the outset and analytics would be used more extensively after launch to continuously refine question ordering and content based on real user behaviour.
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
Key Impact
📈 +30% increase in finance inquiries
😊 +45% improvement in user satisfaction
📉 18% reduction in support calls
