Company
Beyond Bank Australia
industry
Financial Services
Scene
Preparing for an upcoming Car Loans online campaign, key business stakeholders participated in a Co-Design workshop to create an on-page experience for the Car Loans landing page.
Although conducted manually by sticking cut-outs on a page, the Co-Design workshop was intended to be collaborative and visual, encouraging in-person discussions. Additionally, it was designed to be a fun and enjoyable experience, which is equally important.
Mission
Identify 3 key use cases to Co-Design for:
- Use Case #1 - As a customer, I want to know how much my repayments are.
- Use Case #2 - As a customer, I want to know how much I can spend on a car.
- Use Case #3 - As a customer, I want to know how your products compare with other products on the market.
Create the teams:
- Team Karina and Dylan (In person)
- Team Carolina (Video Conference)
- Team Cas (on the Phone)
Each team’s task is to create an on-page experience for the new Car Loans section based on the 3 use cases, sticking together the cut-outs provided.
Journey
Use Case #1 - As a customer, I want to know how much my repayments are
Outcomes summary
- All 3 teams were consistent in creating a similar page experience.
- The placement and contrast of the Call to Action (CTA) buttons were too subtle, prioritising the service aspect of the customers' needs over the next step. The emphasis should be on addressing the customers' service needs first, followed by a clear and prominent CTA that guides them to take the next step.
Use Case #2 - As a customer, I want to know how much I can spend on a car
Outcomes summary
- Utilise online calculators to determine the amount you can borrow, and subsequently determine your budget for a car purchase.
- Incorporate a comprehensive FAQ section to address commonly asked questions, as identified by Team-Carolina and Team-Cas.
- Highlight how quickly customers can obtain a car loan, ensuring they take advantage of the opportunity to purchase their desired vehicle.
Use Case #3 - I want to know how your products compare with other products on the market
Outcomes summary
- Compare our products with others on the market, particularly those from Mozo. This allows us to target a specific audience from that source.
- All teams chose information to assist with validation, such as testimonials and awards, which are critical for establishing trust and credibility.
- Product details, including benefits and features are essential.
- Considering two variations: displaying only one specific product or showing all products based on the user's origin. For instance, if a user comes from Mozo and knows what product they are interested in, we can display that particular product.
Challenges
Use Case #1
- All three teams agreed on the selected components and their sequence
Use Case #2
- Priority was given to calculators to help customers determine how much they can spend. The teams agreed to add a 'Apply CTA' to the 'how much can I borrow calculator'.
- FAQ section was identified as a quick way to address common queries.
Use Case #3
- Teams agreed to add a comparison table and testimonials to demonstrate that our products offer better value than other market options.
Next Steps
Once the agreed page layout is been built in the CMS, the next steps will involve test and validate. These will include:
- Conduct AB tests to determine which calculator best suits the specific needs of our users
- Analyse user session records to identify engagement based on the user's source
- Conduct AB tests to determine whether to display only one specific product, based on the user's source, or showing all products
- Determine the most frequently questions commonly asked in the FAQ section to ensure these answers are also presented in the body content on the page
- Conduct a pop-up poll to ask users directly what they need help with
- Use heatmaps to determine which CTA button on the page is most engaged with. For example, should it be placed next to the calculator or within the product section?
