UX navigation redesign
Problem: The current website didn't have a sitemap structure. The existing homepage contained links to various content and landing pages created individually to support social & search campaigns. This led to poor conversion rates, disjointed visual design and messaging, and low SEO page ranking and links.
Strategy & approach: I reviewed conversion and heatmap data from Full Story and recommendations from an external SEO agency and conducted a small sample of user interviews to uncover qualitative customer insights on their first impressions and comprehension of the site's content, headlines, and messaging.
Execution: I created several rapid iterations of different user flows and wireframes to redesign the sitemap and implement navigation to reach our goals. With each iteration and approach, I facilitated feedback sessions with my cross-functional marketing, operations, engineering, and product stakeholders to agree on the preferred approach.
Results: The new sitemap and navigation redesign created a user-centric structure to improve the conversion, cross-site linking, and content hierarchy.
Product landing pages
Problem: Tenet began offering EV loans to a new set of target audience groups. These ranged from targeting business owners hosting vehicles on platforms such as Turo to customers looking to finance a rideshare vehicle that they could use for work on apps such as Uber and Lyft.
Different target audiences browsed for specific content that needed to be discovered on the Tenet website, which needed to be more intuitively presented across multiple pages and sections.
Strategy & approach: Created page templates aligned with the site navigation to display information promoting the right financing packages tailored toward each target audience group.
Execution: I designed new pages, content sections, images, and graphics to communicate each product and the customer benefits. I created a reusable page layout with customizable content that is tailored for specific audience groups. For example, customers looking to finance a new Tesla purchase fully online, or customers wanting to buy an EV from a dealership using Tenet financing.
Results: Tenet's website content could scale and increase SEO ranking, customer education, and conversion for target audiences at different stages of their purchase journey. Each specific page would also provide new insights into where new customers visited, helping guide future decisions on UX design and marketing content iterations.
Interactive content
Deferred vs Standard loan structure
Problem: Customers were often confused about the Deferred Payment option, a core benefit offered by Tenet to allow customers to defer either $7,500 or 20% of the loan amount, whichever is more, to the final month to reduce monthly payments.
Strategy & approach: I dived deeper into the problem, listened to customer calls, and reviewed email conversations with the support team to understand the points of confusion better. I learned that the support team used an example loan structure for a Tesla Model Y to explain how the deferred payment worked, often resolving the customer's confusion.
Execution: I recreated the example using the Tesla Model Y to visually show the loan structure using an interactive infographic inviting customers to see the difference between deferred payments and a standard loan structure.
Results: The deferred infographic was an immediate success! Heatmaps of the homepage showed the module had thousands of clicks on the interactive element, customer confusion with support gradually decreased, and Tenet's main competitor, EV Life, copied the design almost to the pixel with a version on their homepage!
Homepage vehicle calculator
Problem: Survey research showed that new customers misunderstood Tenet EV financing was for any electric or hybrid car. A significant portion, approximately 25%-30% of respondents, assumed Tenet financing was only for Tesla purchases. Within the product & marketing teams, we assumed that the target audience was coming to this conclusion because most vehicle images used on the website, social media, and search campaigns displayed Tesla vehicles, which our data confirmed created the highest click-through rates.
Strategy & approach: The idea was to show more variety of electric vehicles without harming the click-through rates and success of existing creative and images that were converting with Tesla vehicle images.
Execution: I designed an interactive calculator component that displayed 'vehicle cards' containing the estimated loan amount, monthly payment amount (with or without deferred), and the APR rate. Users could interact with the calculator and change the inputs for credit score, loan term length, and vehicle selection. The default state for the component displayed the most popular EVs that current customers had financed with Tenet, displaying each vehicle in a vibrant paint color to draw the user's eye.
Results: The component was a huge success! Heatmaps show that customers clicked on all the filters and frequently started loan applications via conversion through the element itself. This further led to insight into experimenting with the page positioning of the component, resulting in the most successful placement being toward the top of the homepage.
We later customized the component so it could be reused on any campaign landing page or product page and display specific vehicles that ere relevant to the campaign messaging.
Finance Calculator page
Problem: The website already had a basic finance calculator page, which was getting roughly 20% traffic but had a low conversion click-through rate to the application.
Strategy & approach: The hypothesis was that an interactive and visually appealing calculator that communicated Tenet's deferred payment option would increase customer education and conversion rates.
Execution: I designed a new calculator page with interactive sections to select a vehicle, deferred payment amount using a slider, and customizable inputs for users to receive an instant monthly payment quote. Working closely with an engineering teammate, we improved the page's functionality, reduced the load time, and optimized it for mobile.
Results: The updated calculator page looked and functioned better! This page was released recently at the end of Q4 in 2023; the usage stats are still being monitored to measure the click-through rates and conversion.
Modular development
Problem: Limited engineering resources meant that updates for the website were often deprioritized in favor of product improvements to the loan application funnel and funding stages to support customer conversion and purchase later in the buying cycle.
Strategy & approach: The team implemented a CMS using Contentful, allowing design and marketing to make website improvements without engineering support. However, any new structure, UX, or UI changes required engineering support. This meant I needed to develop creative ways to reuse previously built components to reduce the engineering input required to increase conversion and meet our website refresh goals.
Execution: I designed components and made UX decisions within the guardrails of engineering bandwidth. I ensured each new item created would be future-proof and reusable for new content types to save on engineering effort and unlock faster website development.
Results: The modular approach I created in Figma translated to CMS component types, allowing for quick iterations and design.
