Projects - TBC Myauto Landing
Client
TBC Bank
Role
Research,
Interactions
Duration
Nov 2020 - Jan 2021
TBC MYAUTO
TBC Myauto
PROBLEM
Myauto enables everyone to find and select vehicle of different specification. There is huge problem when a user finds the relevant vehicle and does not have sufficient financial source to purchase it. The challenge was to come up with a concrete solution for a car loan.
OVERVIEW
Myauto.ge is the biggest platform in Georgia where customers can buy and sell their vehicles. This channel was bought by TBC bank and via digital channels we got many inquiries about providing opportunity to customers to borrow money there as well.
GOAL
- Empower user to take a car loan digitally.
- Empower user to take a car loan in simplified manner.
- Create a product that would give users a comfortable, intuitive way to connect with a TBC expert.
METHODOLOGY
I followed the User-Centered Design process to investigate how users want to recreate car loan-taking experiences based on their preferences. Letting user research be my guide, I brainstormed and designed multiple solutions. I then tested my ideas via usability tests and developed a high-fidelity interactive prototype based on my findings.
RESEARCH
During the research phase, my aim was to explore the motivations and feelings of the users around the product. As my project is about supporting people who need money to buy a car, it was very important to understand the issues my participants faced when trying to achieve these goals.
One of the ways was to learn about behavior patterns when the users tried to undergo this bureaucratic process. I conducted 10 research interviews and a survey with 15 participants that helped me to dig deeper into "why" reasons and come to several insights.
After collecting the outcomes from the user interviews and surveys, I conducted affinity mapping to synthesize the pains identified. I grouped these problems under common themes and features for the landing page.
KEY INSIGHTS
Users want to get money fast. They feel reluctant to get their documentation in order.
Users find it legible to determine expenses on their own.
It should be clear for the user what benefits do the platform carry.
Users need more support for the sake of taking informed decisions.
Users want to see how many people are viewing the specific car in real time.
Users want to see how many applications are being processed in real time.
MEET PERSONAS
Name: David
Age: 45
Occupation: Car dealer
Name: Salome
Age: 21
Occupation: Student
David is a well-established project manager works in car dealership. He everyday screens web-pages offering new and used cards. He thinks that going to a bank branch for diverse types of affairs is a huge waste of time and prefers to manage his works in a digital manner.
Salome is a software engineering student working in a startup. She works far from her home and is looking for a car traveling from home to job. She does not have a clue about in-car features so she needs an easy way to get awareness in car-related topics, borrow money and purchase the vehicle.
INFORMATION ARCHITECTURE
Before diving deep into specific designs, I created an information architecture to help my stakeholders visualize the main screens and features. I decided to go with flat navigation for the landing since it would contain multiple content categories such as input field, benefits, calculator, and blog.
It has been a challenging and rewarding experience that introduced me to the design process from the concept phase to the final prototype. I was excited by the idea of just throwing myself into a project and learning the user-driven approach in practice. Apart from applying new tools, techniques, and tricks, I was also gaining new insights about humans as a result of qualitative research and active listening.
There was a lot of back and forth in the design process, but what stayed fixed was the user and peer feedback that helped me to optimize my designs for better usability and general experience.
PAPERS AND DIGITAL WIREFRAMES
Once I knew what the main screens would be, I divided them into several sections.
Eventually, when the screens were in a more stable state, I started to bring them in low-fidelity format. Have used the following testing models: Guerilla (aka "hallway") usability test and remote usability test.
Here are some of the initial sketches and wireframes:
