Digital transformation

Buying a car involved too much papework, prolonging consumers’ time spent signing — and causing some bank approvals to take weeks instead of minutes.

My task

• The problem was clear — the number of Dealertrack contracting deals requiring paper needed to be dramatically reduced
• I would leverage lean research and design techniques, and collaborate closely with Product Manager Dean Soukeras

My actions

• In early days of the 2020 lockdown, I converted a window into a makeshift whiteboard
• During video calls with Dean, I quickly drew task flows and wireframes based on interface patterns, competitive research, and my preexisting generative research
• Collaboration helped me prototype rapidly using a design system I had co-created

My actions (cont'd)

• Within a week, I conducted usability tests with 6 b-to-b participants, revealing moderate improvements
• My use of the design system helped our engineering team in Indiana to faithfully create the front-end experience

Results

• My lean tactics contributed to a rapid launch, roughly 3x faster than average
• I would partner with Dean to uncover and address usability problems as we added additional signature block variations

Digital signing saved an average of 31 minutes per deal* and greatly reduced missing signatures.

Dean reported that, over time, usage of the tool went higher than expected — allowing users to scan documents, make them into templates, set up digital signature fields, and continually reduce their reliance on paper.

Source: 2021 Cox Automotive Car Buyer Journey