ChryslerCapital.com redesign
OVERVIEW
Chrysler Capital is a program of Chrysler Group LLC and Santander Consumer USA that provides full-service auto finance and leases for Chrysler, Dodge, Jeep®, Ram and FIAT® vehicles.
The goal is to conduct research on the current ChryslerCapital.com site and determine where the team can make improvements.
Problem
ChryslerCapital.com website stands as a product from the past. It was designed to focus on the application process, rather than the consumers shopping online for a vehicle experience.
ROLE
Sr. UX Designer
April 2020 - In-progress
Research
Our in-progress process timeline mapped out from start to finish, main focus is on Discovery, Research & Analysis, and Reporting for this project. Adjusting the timeline as time goes on to accommodate the current pandemic. Before our current situation our team was fortunate to schedule all stakeholder and user interviews in person to build a relationship, but now will be adjusting how to build the online presence process.
Discovery
UX team gathered to get a creative brief started based off what we already knew about chryslercapital.com. Afterwards we worked with two of the stakeholders to align on what the problem statement was, broke down who are users are and what their needs are.
Research & Analysis
We were a team of just two UX designers and started off creating a script with questions and interviewed the stakeholders to understand the products motivations and goals.
I conducted affinity mapping with my teammate to synthesize the notes from each stakeholder’s interview. Then grouped them in categories.
Identifying major competitors
We analyzed our competitors and documented product features and summaries of the competition’s strengths and weaknesses. This will give the tools Chrysler Capital needs to make strategic decisions within the market.
ChryslerCapital.com’s traffic
We held a workshop to help us understand the behavior of component groups of users apart from user populations. Data can support improvements to the current website for the online experience, for new and existing customers
Personas
Lease Customer
Retail Customer
Potential Customer
Defining User Flow
Building an MVP
The Chrylser Capital pod worked together to understand the current state and identify market gaps.
Pod prioritized principles and narrow project scope
Based off our user testings, we found the following key issues:
5 out 5 participants had difficulty finding the Offers & Lease Deals page
Filter on vehicle inventory page does not update appropriately
Current Design
Design
Wireframing solutions - Navigation
Based off the above problems identified, I started to work towards addressing these pain points and worked on potential solutions.
Consolidate the navigation and organize topics within the proposed information architecture for Chrysler Capital
Establish a clearer visual hierarchy by grouping related fields
Update UI to the new design language system
Information Architecture
Current IA
Updated IA
Wireframing solutions - Offers & Lease Deals
• Consolidate the navigation and organize topics within the proposed information architecture for Chrysler Capital
• Establish a clearer visual hierarchy by grouping related fields
• Update UI to the new design language system
Validating the design
A third party is currently working through publishing the new navigation to validate that the new design solves the current pain points.