Auto Dealer Locator

Wells Fargo Strategy, Digital, & Innovation:
Consumer Lending - Auto

Problem Statement:

Create an search feature that allows consumers to find a car dealership near their location using zip code, make and model and can be refined by distance, make and model.

Objective:

As a Wells Fargo consumer or potential consumer shopping for a vehicle - I would like to use Wells Fargo Financing for my auto purchase. Currently I have to way of knowing what dealerships partner with Wells Fargo to offer Auto Lending. I’d like to be able to find a dealership near my location that allows me to finance my car through Wells Fargo.

Key Results:

Increase adoption of Wells Fargo Auto Loans
Increased adoption of My Auto Experience
Provide search platform for over 11,000 WF Dealership platforms

Native Wrapped
Responsive
- Mobile
- Desktop
- Tablet

Platforms:

My Role:

Principal Product Designer

Since we were entering a new space for Wells Fargo - the team did competitive analysis and exploratory research to begin the process. Leveraging 11:FS Pulse we found multiple flows and experiences that aligned with our product goals and began by created a needs and wants list with stakeholders to inform our research plan.

We created an exploratory research plan to get insights into how consumers might use this product. We tested 100 people per test across 3 different segments. Each segment of users were all US Based Wells Fargo Consumers and Prospects, and a mix between prospective car buyers and people who’ve purchased a car in the past 6 months.

Lo-Fi Learning objectives included:

What is their preferred method to locate a dealerships near by?
What parameter are they most likely to use to search via dealership?
What filter or search refinement term makes the most sense when searching for a car or dealership?
We had a few dealership card ideas we wanted to get input on as well as a few tasks we needed to confirm made sense in the flow.
In app task
Multiple choice questions
Open ended questions to explain their shopping process