Overview
I led product design process in a 2-month project to optimise lender switch experience on Driva. The goal was to increase user conversion rate and to improve the experience. To achieve this, we provide a clear information for lender switch and further help to solve their fundamental pain point by referring them to credit score repair company.
Key Results
Added referral service for declined loan applicant
Conversion rate from referral service for the declined loan applicant has increased by 36%
Method
Stakeholder Interview, User Research, User Journey Mapping, Design Evaluation, Design Review, Prototyping, Accessibility Testing
Context
Since Driva adopted a new auto credit assessment system called Equifax, this change has led to a lower settlement rate (3.94%) among applicants whose lenders were switched, resulting in complaints from loan applicants.
A lower settlement rate among applicants whose lenders were switched
Complaints from loan applicants
Discover Problem
Lean User Flow Mapping
This lean user flow helped me understand the complicated journey and guided me on where to start discovering user pain points and needs.
Lean User Flow Mapping
Stakeholder Interview
Hiring declined or dropped customers for interviews within a short timeframe is challenging, so I interviewed the sales team and reviewed Trustpilot feedback. In the past two months, 14 calls were made regarding concerns about lender switches. Customers were confused about why they were switched and raised concerns about the internal scoring system, often not realising the switch until the loan was processed.
Stakeholder Interview
Customer Complaints and Inquiries
In the past two months, 14 calls were made regarding concerns about lender switches. Customers were confused about why they were switched and raised concerns about the internal scoring system, often not realising the switch until the loan was processed.
Customer Pain Points
Assess Current Design
Through the interviews, it became clear that assessing the current design was essential. I organized a design critique session to gather insights from loan consultants and improve the customer experience of the lender switch flow. The internal consultants reviewed each step of the lender switch journey, identifying pain points and opportunities for improvement using sticky notes.
Design Assessment by Internal Loan Consultants
This design critique session helped me identify usability issues, including the lack of help and support, low expectations for managing the process, and limited engagement between customers and the business. It also revealed the referral service as a potential product opportunity.
Low expectations for lender switch management
Applicants want to see a comparison between their previous loan option and the new lender option.
The Lack of help and Support For Declined User
Declined customers require additional assistance to guide them to an alternative path.
Define Problem
User Journey Mapping
With the initial insights from internal stakeholder interview, design assessment, user review, and raw data, I identified user personas, goals, and the process from auto-credit assessment to lender switch.
Mapping user journey helped visualise the process and provided full context for the research findings.
This outcome of the workshops helps us to identify “What must need to be done” “What are the biggest opportunities?”. “How are we going to measure the success metric”
User Journey Mapping
The Goal
Increase application numbers during the lender switch journey by setting clear expectations for the loan process
Offer a referral service for declined users to a partner brand
Develop Solutions
Low Fidelity Design
I started creating low-fidelity designs to brainstorm solutions and align the team on feature functionality and scenarios. This step also helped us ensure to align on key scenarios and optimisation strategies.
Low Fidelity Design
High Fidelity Design
I developed wireframe to high fidelity design and conducted a design review to gather feedback from stakeholders. I shared two design concepts, highlighting the pros and cons of each, to propose the best design solution. And I then iterate design based on their feedbacks and address the feedback through Figma comments.
Design Concept Review
Deliver Final Design
I conducted a design review session with engineers and the product manager to walk through the final design for implementation. In this session, I presented a prototype, design component specifications, and interaction animations. I also highlighted key design requirements to ensure everyone was aligned.
Progress Stepper on Credit Assessment - Expectation
Provide a clear process of credit assessment.
This feature includes:
Clear progress stepper
Separated the credit assessment from the result
Lender Option Comparison
Whether the customer’s lender option was switched to a better or worse one, we provide both the previous and new options to give them confidence in the process.
Feature 2
A referral service for declined users
Introduce the referral service as a helpful next step.
This feature includes:
Privacy assurance
Partner brand information
Highlight benefits and incentives
Feature 3
Business Impact
After launching the referral feature, we monitored Hotjar recordings and data to track the conversion rate. As a result, the conversion rate from referral for declined users increased by 11%.
Business Impact
Next Iteration
Streamlining Referrals with Partner Calendar Integration
After launching Driva’s referral program, we leveraged post-launch monitoring to track user behavior and engagement metrics. The data revealed a high drop-off rate during the scheduling step, indicating friction in the process. Based on these insights, we iterated on the design by integrating the partner’s calendar into the referral flow, streamlining scheduling and improving referral completion rates.
Next Iteration
