Project background

Origin || Initial ideation

This ambitious project began with a collaborative brainstorming session led by a smart young business analyst. Drawing inspiration from his initial sketches and ideas, we set out to create a cutting-edge digital product that seamlessly integrates web technology with Capital One's powerful instant decisioning capabilities. The primary objective was to craft a compelling value proposition tailored specifically for Capital One's auto dealers.

Above:  It all began around the above collection of drawings.

Pitching and selling the idea to the business (pre-funding): convincing stakeholders for support and investment

In the early stages, when the concept was still taking shape, I transformed the idea from whiteboard scribblings into low fidelity wireframes. Recognizing its potential, he sought feedback from his direct report in Auto Finance. To present a more refined vision, I created higher fidelity UI solutions. The positive response was immediate, and at the request of my manager, I prepared a concise preview slide deck for an upcoming Dealer Council meeting.The council presentation was met with tremendous enthusiasm, leading to the development of a comprehensive business case that outlined the potential ROI and market opportunity for this tool. This success propelled us into the official discovery phase of what would later be named "Deal Maker."

We (our small team) envisioned an innovative solution that would revolutionize the vehicle selection process for customers, eliminating uncertainty and providing instant feedback on every piece of inventory available at the dealer's lot. By combining the convenience of web technology with Capital One's expertise, we aimed to deliver an unparalleled financial user experience on a large scale.

Project scope and phases:

It is important to acknowledge the substantial size, timeframe, and scope of this project. The magnitude of this endeavor necessitated meticulous planning and execution to ensure its ultimate success. The project involved multiple redesigns and iterative phases aimed at refining and enhancing the user experience. Starting with the creation of initial wireframes and prototypes, we proceeded to conduct thorough user testing and collect valuable feedback. Each stage played a pivotal role in the iterative development process, and user testing allowing for continuous improvement. Our unwavering commitment ensured that the final product not only met but exceeded the needs and expectations of auto dealerships. By delivering an exceptional user experience, we solidified our dedication to providing top-notch financial services.

Above:  An early annotated redline, marking the start of extensive iteration throughout each phase.

Deal Maker 1.0

As we began the initial phases of designing our platform to enable dealers to rehash deals, we quickly realized the need for a significant expansion in scope. This realization caused us acknowledge that our initial foundation was insufficient to meet the evolving requirements.

Above: Early mid-fidelity wireframes showcasing our main focus screens: Approvals List, Rehash, and Inventory.

Co-creation exercise

Shortly after completing the first round of design for the digital auto financing tool, the team made the decision to host a co-creation exercise involving four target users. This exercise aimed to test the initial design results and gather additional opinions on the desired features and functionalities of the tool. Conducted by USERLabs Dallas on October 14, 2015, in Arlington, TX , the participants collaborated in small groups to create an ideal interface. This method provided several benefits, including the collection of valuable data on participant conversations to understand their motivations, actions, and needs.

Above photos: from the excercise-proposed ideas that Deal Maker recommend a list of 5 vehicles based on the customer’s eligibility

 

Compelling user quotes

"We need to manipulate the deal to make the deal."

"You have a customer for life if you put them in [a vehicle] and help them build their credit."

"Being able to restructure the deal is the difference between kicking the customer out of the dealership and sending them back to used cars."

Exercise research goals:

• To determine which features and functions dealers need in order to solve for difficult deal structures
• To understand how dealers currently solve for difficult deal structures
• Allow dealers to create an experience which enables them to compare structures and vehicles to figure out, in a glance, how to make the deal work
• Allow dealers to create an experience which enables them to enter potential scenarios to identify how to make the deal work best

Summary of major findings:

Dealers viewed Deal Maker as a positive alternative to competitor tools. The UI was viewed as clean, more user friendly with less tabs and less red used. They also stated errors seemed easier to resolve. As they created their designs, dealers expressed the need to stay within Dealer Maker to accomplish all Capital One related business. They even wanted to submit applications. Deal Maker to give them parameters and guidance on a structure that would work for a customer, based on the customers’ information and not on the vehicle. This led to innovative ideas such as suggestions for best vehicle and deal structure and indication of pre-approval customers.

Solutions:

Dealers viewed Deal Maker as a positive alternative to competitors. The UI was viewed as clean, more user friendly with less tabs and less red used. They also stated errors seemed easier to resolve. As they created their designs, dealers expressed the need to stay within Deal Maker to accomplish all Capital One related business. They even wanted to submit applications. Deal Maker to give them parameters and guidance on a structure that would work for a customer, based on the customers’ information and not on the vehicle. This led to innovative ideas such as suggestions for best vehicle and deal structure and indication of pre-approval customers.