Edmunds

It is an American online resource for automotive information.

Role

Edmund's creative team hired me to create a new online experience for lease and loan a car. I was the UX/UI Lead designer of the project and collaborated with the product management, development team, and overseas junior designers.

Problem

• Edmunds customers are not used to buying or leasing a car online.
• Edmunds already had lease/loan online experience, but it was not mobile-friendly.
• Customers want an experience easy to use, and that does not take much of their time.

The above wireframe shows the original design of the onboarding experience.

Approach

Working closely with the research team, development, and product manager gathering data, defining requirements, and performing user testing. We also analyze all the insights, create user mapping, and identify themes, goals, and pain points of all the users. 

Discovery

We conducted various surveys, and we found out the most of our audience were parents buying cars for their kids. This event includes the whole family. We notice too that normally the mothers are more involved at the beginning of the process, and fathers and kids are involved at the end.

Findings

In our early testing, buying and leasing the car online was complex, and It had a high drop-off rate.
In a couple of our user research, we uncover that most users fear buying or leasing cars online for lacking clarity on the process.
Others prefer to use online services to avoid car dealers or go to the dealership.
Mobile friendly was part of our business requirements to acquire a new demographic.

Solutions

Process Guidance

After a brainstorming session with the group, we decided to add a welcome page to explain in detail what are the steps they need to do while leasing or buying a car online.

Reducing the steps for lease/loan a car process

We revised our Lease/Loan flows and prioritized the information for both processes. We notice on our first flow we were offering products that were not critical at that stage for the loan/lease process. 

Below it shows original wireframes of the process.

Below step 1 - Payments options.

Below step 2 - Product options.

Below step 3 - Review of the car options.

Below step 4 - Personal information.

Below step 5 - Pick-up the car options.

Below final step - Show next steps.

Final Lease and Loan process.

We identify the most critical information the user needs to negotiate with the car dealers for a loan or lease a car.

Loan
Zipcode, credit score, trade value (if applicable), terms, and down payment. 

Lease 
Zipcode, credit score, trade value (if applicable), terms, down payment, and annual miles.

Final step for Loan/Lease a car

We save the easiest steps for last. In the final step, the users only need to review the previously filled information and provide personal information to send it to the dealer.

MOBILE VERSION