Cadillac EU

Banking Flow Redesign

A new concept for Cadillac’s banking experience to streamline the process and reduce user fatigue.

Duration

One Sprint

Tools

Figma & draw.io

Role

Lead Product Designer

Step 0

Problem Space

Cadillac Europe’s banking flow was seeing dropoff from user fatigue, with its process spanning 19 screens.

Step 0

Proposed Solution

I set out to condense the experience as much as possible to reduce user fatigue and complete sales.

Step 1

Beginning State Evaluation

Cadillac Europe’s banking flow, already having gone through an aesthetic redesign, had many pages due to breaking out most questions to the user into its own step in the process. Such an experience was causing user fatigue. I identified an opportunity to condense the process and create a more customary experience.

To begin, I evaluated the interaction design of both the original designs and the aesthetic redesign. From this exercise, I concluded that much of this information which had been stepped out into separate pages could be grouped together, condensing the experience into just a few steps.

Original Cadillac Designs & My Interaction Design evaluation

First Cadillac Redesigns & My Interaction Design evaluation

Step 2

Interaction Re-design

I then created an interaction design map for my concept. I envisioned an experience that would solve a few problems I identified.

  • In the existing designs, the lease and vehicle information was located in a pulldown. Purchasing a vehicle is such an exciting and financially impactful thing. I felt it was important to keep the details of the purchase ever-present, and to highlight the imagery of the vehicle to maintain delight as the user completed the process.

  • Pieces of information relevant to each other would be grouped together, condensing the number of screens.

  • All of the information in the application fell into two buckets: the item being purchased and the purchaser. By keeping the information about the item ever-present and stepping through the information about the purchaser, design could strengthen excitement for the purchase.

Total screens in original design: 23

Total screens in first redesign: 20

Total screens in my redesign: 6

Step 3

Wireframing

To create a greater sense of unison with the vehicle customization process that preceded checkout, I created a two-column experience that would scroll on the right and navigate with tabs, shown above.

This would maintain the two-column format of the configurator tool, shown below.

Prototype Walkthrough

Benefits of this experience redesign:

  • Decreased user fatigue

  • Visual and UX consistency from vehicle configuration experience

  • Lease plan customizability throughout form fillout process

  • Flexibile, simplified navigation

  • Logical grouping of information

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