Role
Product Designer
Timeline
2019
Focus
Conversion · Fintech
The hand I was dealt
GM Financial wanted to improve their loan renewal website for existing customers by creating personalized URLs that let customers renew their leases each year and stay loyal to the GM Financial brand. The company was seeing a decline in renewals year over year.
They wanted to pilot their new EZ Lease plan alongside the personalized URLs as a solution, and were also looking for a better way to market their lease renewal program to customers.
The redesign presented challenges for GM Financial's renewal process due to a lack of consistent data as a single source of truth. Throughout the project, it was evident that there was a misalignment between the GM Financial stakeholders, GM Financial's marketing team partners, and Epsilon account leads. The misalignment stemmed from a misunderstanding of personas versus customer segmentation, how they are implemented and the insights they provide. To address this, a user persona workshop was created that ultimately improved the renewal process design through personalization.
My contributions
- Collaborated with the marketing team to create personas and customer segmentation.
- Led the redesign of the renewal lease's user interface, informed by comparative analysis and pain points uncovered through user interviews.
