AUTO NAVIGATOR 2.0
SUMMARY
Capital One’s Auto Navigator is a car search tool that allows customers to search for vehicles and pre-qualify for financing before heading to the dealership. Ahead of launching Auto Navigator’s first ever national marketing campaign in mid 2020, the team identified a strategic opportunity to quickly bring the overall experience meaningfully closer to the vision of an iconic platform. The reimagined experience focused on these key areas:
Showcasing the human element more prominently, and fostering the excitement that stems from car ownership
Changing the tone to be more conversational, simple and easy to understand, and consistent with marketing campaigns
Improving expectation setting throughout the site
Creating a more shopping-focused experience by adding new, delightful entry points to search
Promoting existing iOS & Android mobile apps online for the first time ever
MY ROLE
I was one of the lead designers and primary contributors on the project involved in all phases from concept to delivery.
SKILLS
Visual Design
UI Design
Responsive Web Design
SOLUTION
Up against the impending campaign launch, the team redesigned, built, tested, and rolled out an almost entirely new Auto Navigator experience in less than five months.
OVERALL IMPACT
~2.6% lift in loan volume
~$8.1M in NPV (Net Present Value)
~$185M in loan originations annually
ENGAGEMENT METRICS
18% more anonymous visitors searched for cars
14% more anonymous visitors viewed cars
8% life in vehicle search for pre-qualified users
18% more pre-qualified users saved a car
14% more pre-qualified users viewed an Offer Summary
2.4% more pre-qualified users submitted an application at the dealership
RECOGNITION
I was awarded the Mark of Distinction, one of Capital One’s highest achievement awards, for my role on this project.
HOME PAGE
The Home Page touches every key element of the problem we were trying to solve. Photography was critical to the storytelling aspect of the experience, as it created connections with the user from the page hero, to customer testimonials, and even how the product works. We inserted component blocks to set expectations around pre-qualification, and to promote the native mobile app.
ONBOARDING
The onboarding moment was a perfect opportunity to set expectations. Once a customer got pre-qualified, we progressively disclosed how the experience worked, truing back to the human element in a conversational tone, so customers understood how to navigate the site and be successful in their car buying journey.
VEHICLE DETAILS PAGE
The Vehicle Detail Page is likely the most critical moment in the Auto Navigator experience for a customer. Information design and functionality played a key role in setting customer expectations, and facilitating a successful experience from Auto Navigator to the dealership. From early concepting in a cross-functional setting, to design execution, this page was full of some pretty serious challenges.
