What i Did
User research
Wireframes
User tests
Benchmarks
Crédit Agricole Consumer Finance (CACF) wanted to re-design their website to be able to contact clients looking for a leasing car quicker. I worked for 6 months as a UX designer on this project, until the 1st release in June 2023. Check the project below for an overview 🚀
To increase qualified leads number, we first need to know who are our target users. We started with 2 focus groups composed by 14 people, studied reasons why they subscribed to a leasing contract, their motivations and their fears. Then we confronted them with people who do not usethis type of service.
We made a survey on 120 persons to confirm the trends observed during the focus groups, to confirm the advantages and perceived obstacles about the leasing, and also to identify our key users.
Who is it for? When do they start to look for a new vehicle? What are people looking at? We looked for answers to all those questions.
Based on the focus groups and they survey, we learnt what people were interested in when looking for a new car. For example, the budget and the motorization were the two main criteria people found useful when they need a new vehicle.
80% respondents to the survey knew what kind of car they wanted before they went on the Internet. But it does not mean they were ready to sign. We identified few points where we needed to provide information or services for the users: Where to try the vehicle? How much can they sell their old car? What happens at the end of the contract, etc.
We quantified arguments why people are interesting in leasing a car instead of buying a new one, but also why are they reluctant to sign a leasing contract. Those arguments will help us with the wording on the new website.
Let me introduce you to Jean. He is our main persona to tackle the new website 🚀
Target criteria based on 134 persons (from the focus-group and the survey) and knowledge from the business team:
We looked at an analyze search engine autocomplete data, and identified questions associated with “leasing car”. It helped us to promote some articles and to use relevant wording on the new website.
Thanks to GoogleTrends, we also noticed people looking for electric cars are growing. So we took that point to get electric car on our navigation for a better SEO and also to promote electric cars on the catalog with specific blocs and articles.
To get an overview of the site we created several versions of the site tree, which improved every time we were opening a new topic. It helped the team to get a big picture.
Our new workflow permit to the user to first select a model and then decide what motorization he wants according to his budget, manual or automatic gear, etc. The vehicle model versions are displayed at the end of the customization.
Budget was the most important criterion for users. This is why we decided to display the average budget for a car according to user's filters and the number of vehicles available based on the amount they entered.
Thanks to the survey, we knew the end of the contract could be stressful. So, we've added reassuring content in the middle of the product catalogue and feedback from users at the bottom of the product catalog and product pages.
Users can enter their money contribution, contract duration, mileage per month, to get a better idea of the monthly rent. They can also add extra services like repair assistance, vehicle replacement.
To get feedback we did one-to-one test with a protocol test. We also used Testapic, a website to conduct user tests with a defined panel, to get feedback from 52 people.
With the one-to-one test we were able to watch the user navigate on the website, it helped us to identify what (s)he was reading and not understanding. We identified some services where not understood, so we added a specific question for the quantity test.
We quantified the feedback thanks to a survey on our key users. Our panel criteria were:
–Men and woman
–Between 35 to 55 (with a majority around 42-45 years old)
–Have a driver license
–Have a car.
Thanks to people feedback the full process was approved. We edited some wording where it was necessary and added more info texts and visuals. We got feedback about the missing prices for services, unfortunately our client was not able to display it.
Some quotes from the user tests
