Fixing a broken finance calculation tool to increase conversion for Audi
I was primarily UI designer on this project and worked with another UX designer who headed up user research and testing, while I worked on the UI and handoff to developers.
The finance calculator tool is integral to 63% of the sales Audi makes year to year. The existing tool on the Audi website was outdated, riddled with bugs and had a poor user experience which lead many prospective customers to abandon the journey and consider other options. The ask from Audi was to review the current experience, discover where the pain points were, suggest improvement and ultimately design a completely new flow which improves the user experience and simplifies the journey.
To begin, we looked at the current experience and performed several usability tests to determine where the issues were. We also worked hand-in-hand with IBM who could provide us analytics in which we used to inform key design decisions. From the insights, wireframes were drawn up and through iterative design processes, we built low-fi prototypes in which we guerrilla tested with users. Using these insights, I took the wireframes away and using Audis already solidified design system, designed the UI for the finance calculator. During the UI process, I was constantly in touch with IBM developers to align so we didn’t run into any design restraints - this ensured the design and handover phase was a smooth transition.
In the end, we delivered an experience that echoed the ethos of Audi. A completely new look and feel to the tool which was completely modern and designed with user in mind. Convoluted steps and unclear hierarchy and instructions were eradicated and users now had a journey in which they were hand-held and informed for the duration.
In Conclusion
Although this wasn’t a long engagement, the result achieved had a great impact with Audi. Analytics post-launch proved that the revamped UX and UI was having a positive effect on customers as completion rates jumped from 19% to 82%.