Melbourne, Australia
Under the Hood
Before hitting the design gas, we needed to understand our users
This gap ignited a 4-week user research sprint to illuminate the the wants and needs of our users.
Researching our competitors + SWOT analysis.
Interviewed 12+ brokers from Stratton Finances team.
User research
Broker interviews and a competitive analysis (think Capital Finance Australia and Max Finance) revealed key pain points:
Slow and Error-Prone: Paperwork woes led to typos and delays.
Broker Bottleneck: Reliance on brokers slowed the process and limited user control.
Limited Accessibility: Applying for loans was restricted to business hours – not ideal for busy Aussies.
Tech-Fatigue: Users craved a modern, digital experience to match their on-the-go lifestyles.
With these insights, we buckled up and defined three key user personas:
The Busy Professional
The First-Time Buyer
The Tech-Savvy Millennial
Dave Stephens . 25 . Graphic Designer
Needs: Tech-driven loan process with seamless online experience.
Challenges: Frustration with outdated, paper-based methods.
Wants: Digital application, instant approval, mobile-friendly platform.
Next, we prioritised user needs and pain points
Think of it as an affinity mapping pit stop. Here's what we discovered:
Heavy Paper Reliance: This was slowing everyone down and increasing errors.
Accessibility Woes: Applying outside business hours was a no-go.
Upload Frustration: The current document upload process resembled a flat tire – a pain to deal with.
Lack of Transparency: Users desired clear updates on their application status.
Insight arsenal
We then mapped the user journey, pinpointing opportunities to:
Simplify the application process.
Offer flexible document upload options.
Provide ongoing support throughout the journey.
Personalise the experience based on user needs.
Putting them in the driver's seat
"Explanations, support, and a simplified loan application process"
First-Time Buyer - Alex
Design
Time was of the essence, and a desktop-first approach was taken
We designed a mid-fidelity prototype.
Conducted user interviews from the prototype to refine our design thinking.
The feedback from users was crucial in shaping the final product:
Desktop-First Strategy: While mobile compatibility is on the roadmap, user research justified focusing on desktop development due to easier data input and security advantages.
Dashboard Delight: Users loved the idea of a centralised dashboard for managing applications and progress.
Pinpointing opportunities to focus on
A/B testing became our pit crew, helping optimise specific features and minimise drop-off points.
Here's where the magic happens and we explore:
1. Simplifying the navigation.
2. Reducing drop-offs during account creation.
3. Progress bar vs user confidence.
4. Exploring support and help options.
5. Flexible uploading document options.
Version A: Single-page application
Single-page application with all information and steps displayed at once.
Version B: Multi-page application
Clear separation into stages ("Make an Application" and "Get & Approval").
Breaking the process into stages (Version B) made it easier to use.
Users weren't overwhelmed by upfront information (engagement +45%).Clear labels guided users through each step.
Separate stages allowed for quick scanning and reduced anxiety (fewer drop-offs).
Version A: Mandatory account creation
Mandatory account creation before starting the application process.
Version B. Flexible step during the application process
Account creation offered as an flexible step during the application process.
By making account creation optional in Version B, the application process felt less intrusive for users who might be hesitant to commit upfront.
Version B allowed users to focus on the application itself first, lowering barriers to entry.
Provided users with the choice to create an account later, catering to those who prefer to complete applications anonymously.
Version A. No progress bar
No visual representation of application progress.
Version B. Yes, to a progress bar
Implementation of a progress bar with estimated completion times for each stage.
Aiming to reduce user frustration and increase successful uploads.
Version A: Standard document upload
Standard document upload system with basic instructions and limited file format support (e.g., PDFs only).
Version B: Enhanced document upload system with the following features:
Drag-and-drop functionality for easier file selection.
Support for a wider range of file formats (e.g., PDFs, images, Docx).
Real-time file size and format validation to prevent errors.
Progress bar for each upload.
Dashboard reminders highlighting missing or incomplete documents.
Help Page
Offers basic information but lacks personalisation for complex inquiries.
Live Chat + Help Page
Enables real-time interaction but can lead to wait times and user hesitation.
Reduced Abandonment Rates: Proactive support addresses concerns and keeps users engaged.
Improved Customer Satisfaction: Finalisation calls demonstrate attentiveness, fostering positive relationships.
Enhanced User Experience: Users have access to self-service resources, real-time guidance, and personalised clarification.
167%
User Application Rates
88%
Reduced Processing Times
Enhanced Brand Image
Stratton Finance solidified its position as a leader in user-centric financial solutions.
The PWA's success generated positive media attention and established Stratton Finance as a forerunner in digital loan applications.
Solid
Research Rules
Understanding user needs fuelled a successful PWA design. User-centricity addressed core issues and streamlined loan applications.
Winning
A/B Testing Guides
Testing variations helped identify winning features and refine the experience.
Future
Focus on Users Wins
Prioritising user satisfaction boosted conversions, brand image, and future growth.
Growth
Iteration is Key
Continuous testing and refinement based on user feedback ensures the PWA evolves alongside user needs, keeping Stratton Finance at the forefront of a competitive landscape.
The Road Ahead
Stratton Finance's user-centred approach to car loan applications paves the way for continued success. Future iterations will focus on:
Advanced Features: Integrating features like loan calculators and pre-approval options for a more comprehensive user experience.
Data-Driven Personalisation: Leveraging user data to personalise the application process and offer tailored loan options.
