Tricolor landing pages
Campaigns to provide affordable loans that help people with
little-or-no credit history finance a quality car.
Responsibilities
- Heuristic review
- Benchmarking
- User research
- Wireframing (LF & HF)
The story
Not only mainstream but alternative lenders are unable to figure out how to evaluate the risk profile of a borrower who lacks a credit score. Consequently, these individuals must turn to lenders with extremely high-interest rates and unrealistic payment terms. Most of these alternatives do not report customer accounts to credit bureaus, so these individuals are unable to establish credit history and eventually access traditional credit.
Tricolor uses advanced data analytics and technology to segment, or score, the Hispanic consumer and offer responsible, affordable, credit building loans on their purchase of a vehicle. It offers bilingual (English/Spanish) sales at nearly 30 locations in Texas and California and convenient payment processing via telephone, Web, mobile, or in-person.
My role in the project
Worked alongside the creative team and developers, creating a consistent experience for users browsing corporate websites. Focused primarily on mockups for the interface and the different journey maps for each task the potential customer needs to accomplish.
- Defined the UX strategy for internal software and conduct the design solutions based on business goals, user needs, product scope and design thinking.
- Participated in various aspects of the design process (research, ideation and design).
- Worked with development and marketing teams on decision making related to UX/UI guidelines and best practices for the company.
- Wireframe design of user interfaces, interactions, and architecture.
- Responsible for transforming user feedback into wireframes, journey maps and visual design models that can be digested into sprints.
- Manage multiple projects from concept to completion.
- Present and effectively communicate concepts to internal and external clients.
- Reviewed existing and proposed products.
- Coaching development personnel so they can deliver a feasible UX solution to a specific client’s need
Project’s highlights
Constant promotional campaigns
Used cars market is highly competitive, even though Tricolor specialises on loans with affordable monthly payments, extra incentive at the decision-making moment is needed to increase conversion. For example, referral bonus gives them a discount on their first payment and the one who referred also gets one for its next monthly bill.
Mobile and desktop landing pages
Responsiveness is a critical characteristic of Tricolor’s landing pages since most of its customer use mobile devices. Keeping meaningful information and using optimal layout, eases the customer’s decision making.
Content strategy
Since Tricolor’s target market are hispanic people with little to no credit score, the imagery and writing are casual and warm; usually presenting open-minded sales personnel. All this with the purpose to communicate empathy, trust and safety to the customers.
Repeat buyer program
A program meant for previous customers that finished paying a car loan with a good record overall. Offering a coupon to receive a special interest rate and loan conditions.
Referral program
Offering a reward to customers that are still paying for their loan and want to decrease their monthly payment. Also referrals benefit from that with extra services on confirmed purchase.
Auto Insurance website
A new website so customers could customize an insurance plan for their current car. Below screenshots are for the coming soon landing page.
A journey map describing the path the web app would follow to engage the user looking for an insurance plan.
More case studies
So far so good? If you want to know more about me, you can download my resume or my portfolio.