LeaseDoor
Overview
Lease Door provides transparent lease prices to people seeking leases from independent brokers without the hassle of dealerships. Their unique feature is the ability for customers to create custom leases and for dealers to fulfill those requests.
Challenge
LeaseDoor asked me to audit their site and find potential areas for improvement. Their top concerns were:
Uncover value statements
Make sure the processes for Lessors and Lessees were easy
Use the right messaging on emails and content throughout the site
Role
I partnered with the engineer, who was also leading the project, to help him evaluate the user experience and find areas of improvement.
User Flow Analysis
I started off by examining user flows from the perspectives of the customer and the dealer so that I could find potential problem areas.
Find a Deal Flow
Custom Request Flow
Competitive Analysis
I used a competitive analysis to help find the value statement and what truly set LeaseDoor apart form its closest competitors.
The Answer: Customers can create custom lease requests that dealers can fulfill
Evaluation
Critical Features
Examining the user flows and the doing an evaluation helped me find simple UI, content, and function issues and I was able to recommend the next set of features we should focus on improving or adding.
Create a customer platform
Separate Dealer and Customer Log in areas
Create Dealer Onboarding
Create a way to save a deal
Add messaging/ communication feature between parties
Improve the search tool
Improve lease details page with, contact, save, and select options
Customer & Dealer Communication
Initially, users did not have to sign in or create a profile to make a custom deal request. However with the need for a messaging system, saved leases, and custom lease request lists we needed to create a customer profile.
We needed to establish communication between the dealer and customer with an email messaging feedback process to ensure customers and dealers were being notified at the appropriate times through out their journeys.
Sign Up and Dealer Onboarding
Before:
This is confusing. Log In and Sign Up are on the same page. Also its not clear what user type this is for or how to select which platform I need.
Footer:
I moved the dedicated dealer log in into the footer based on the competitive analysis and we wanted to dedicate the homepage content to customers because they were the majority of users.
New Customer Sign Up:
I separated the Log In and Sign Up forms to simplify those functions.
Dealer Sign Up:
A dedicated dealer Sign Up page was created to start the new onboarding process and dealers list their first deal.
LeaseDoor was created to fill a void in the automotive leasing industry by offering custom lease requests and predetermined lease prices. We were able to validate those features through a competitive analysis and highlight them throughout the design process.
We also wanted to make sure the expectations of the search functions were comparable to industry leaders.