THE NEW AUTO EXPERIENCE
This financial institution sought to provide a holistic and educational, service from auto purchase, to maintenance, to sale. The challenge was to unify the disparate auto experiences that it already offers to deliver a world-class transportation experience that is unexpectedly smart, provides personalized advice, relevant solutions and adds unique Member value.
UNDERSTANDING THE USERS
We interviewed 29 people in 3 different locations to understand how members went about car buying, ownership, and sale processes with current services. From the research we were able to establish guiding experience principles to inform our concepts.
A PERFECT MATCH
We learned that car buyers search and test drive cars based on their needs and lifestyles. Not based on common make, model year, search inputs. To solve this we created this aspirational approach which encourages members to go beyond the aesthetic qualities of a car to have a greater understanding of how a new car fits into their lifestyle.
Aspirational Search & Top Results
TAILORED RECOMMENDATIONS
Based on past searches, the service can make vehicle recommendations that are curated to match members’ taste and search habits, powered by a smart engine that learns more with each interaction
Curated Collections
GUIDED DECISIONS
The experience will guide members through educational moments that inform them on the total cost of ownership of a car purchase, including insurance, maintenance and fuel costs. By using personalized data, members can more easily understand the financial impact of their decisions.
Total Cost of Ownership & Comparable Prices
FAMILY DECISIONS
Most of the banks’ members spend some time abroad due to the nature of their work. This makes it difficult for them to make important decision as heads of their household. This car buying service allows family members to stay connected and collaborate with each other in every part of the journey, regardless of their location.
Collaborative Collections
A CONVERSATION WITH YOUR CAR
After purchase, there is an opportunity for the bank to constantly interact with its members while building a trustworthy relationship. The ownership service allows for a real-time vehicle status offering an effective way to influence members’ driving behavior. By providing a real-time analysis of driving habits and vehicle performance, members can quickly understand the impact of their actions and make changes accordingly.
My Vehicle Home
REINFORCING SAFETY
Safety is a priority for the bank and its members. By noticing safe driving patterns and showing the financial benefit of the driver’s actions, the institution is able to positively influence members’ behavior. By alerting members to maintenance issues along with clear solutions, it can guide members to avoid dangerous or costly problems.
Vehicle Timeline
THERE WHEN THE MEMBER NEEDS US
Members truly rely on the roadside assistance service crafted by this organization. Through their mobile device, they can quickly access this service through a trusted network of providers available at the touch of a button. Easy-to-follow tracking helps Members maintain peace of mind.
Maintenance Tracker
DESIGN LANGUAGE SYSTEM
The overall design approach leaned on a scalable and touch-first oriented evolution of the existing DLS emphasizing aspiration and emotional expression, while maintaining systematic rigor and the authoritarian and angular aesthetic from the brand.
Design Language System
EXPERIENCE BREAKPOINTS A truly mobile-first oriented approach where screen real estate on smaller devices dictates information and content hierarchies. Larger screens help reinforce the scale and impact of aspirational imagery.
COMPONENT EXPRESSION Our design language extends the concept of trust and authority into an aspirational framework for expression, where users are exposed to a diverse set of content.
INDIVIDUAL CONTRIBUTIONS
- Participated in research planning, conduction, and synthesis.
- Facilitated groups during concept and roadmap workshops
- Collaborated to solidify and shape concepts through visual comp iterations
- Contributed to Design Language System thought and generation