RoadLoans
OVERVIEW
Business plan was to change RoadLoans current model from being a direct-to-indirect digital platform. Allow consumers to get a prequalified offer via a soft inquiry.
Problem
RoadLoans current model wasn’t working for the current market. Policy updates were causing the approval rate to go from 78% to 47%. Competitors were changing consumers expectations for finance shopping online.
ROLE
Sr. UX/UI Designer
October 2018 - March 2019 (on hold)
Research
Stakeholder interviews
Me and another UX designer worked together to look over the website and create statement starters for our stakeholder interviews.
We collected our notes and began to write them down on post-it notes. We organized ideas and the data into groups for our key findings and created an affinity map.
Google and Portfolio Analytics
WEBSITE TRAFFIC:
42.17% female 57.83% male.
DEVICE:
62% mobile 34% Desktop 4% iPad
AGE GROUP:
15.01% 18-24 32.13% 25-34 23.92% 35-44 16.99% 45-54 8.74% 55-64 3.21% 65+
Heuristic Evaluation and Competitive Analysis
Heuristic key findings:
CTA’s were not consistently used across the entire site
Color contrast failed ADA compliance
Site is content heavy and could potentially lead the consumer to feeling overwhelmed.
Competitive Analysis key findings:
Competitors researched clearly displayed their products goal
Branding was strong and consistent throughout the site
Content was not heavy and used visuals to help walk the consumer through application process
Contextual Inquiries
Interviewed subject matter experts to find patterns and define their pain-points.
We worked together to create statement starters and worked on taking turns interviewing. We wound up meeting with Decision Sciences (Pricing), Originations, Customer Service, Portfolio Analytics, Chat application, Dealers, Legal/Compliance, Sales Rep (DRM).
We documented both our notes in the What, Why, So What?, and Open Questions templates. Analyzed our findings that led us to having more questions to ask in future interviews.
Other Methodologies
Created a content matrix for the RoadLoans site to break down each page by description, critical task, SME and who the primary persona were per page.
The beginning of every year, Santander hosts a National Sales Meeting (NSM) at a certain location in DFW metroplex. During this time we were able send out a survey that our UX researcher created through the event app. This helped us collected data and quotes on what the Dealer Relationship Managers (DRMs) thought of RoadLoans, as well as what the dealerships they’re responsible for thought of the product.
My teammate and I worked together creating personas to develop a clear focus to help prioritize who to design for and who not to design for.
Next we worked the journey map from an organic search, applying, visiting the dealer, getting the loan funded, and leaving the dealership with the car. Although, we learned that it wasn’t that simple. We found out that there were a lot of pain-points the consumer encountered, as well as the dealership working with a RoadLoans approval packet.
Our UX researcher went out to SC’s call center and ran usability testings to explore the current RoadLoans application process. Participants were given a scenario and asked to complete a loan application using test data.
Results
UX was wrapping up the Research & Analysis phase when there was a re-org that caused this initiative to get put on hold until further notice.