Streamlining Ford Finance & Lease Customer Journeys
I led end-to-end mixed methods research to uncover friction points and optimization opportunities across physical and digital touch points. My work shaped the redesign of the customer-facing finance and lease account management web platform.
My Role:
UX Research Lead
Collaborated with:
Product Managers & Leaders, Designers, Customer Support, Software Engineers
Research Methods Used:
In-depth Interviews (User & Stakeholder), Surveys, Usability Tests, Competitive Analysis, Heuristic Evaluation, Desk Research
Research Artifacts Created:
Customer Journeys Maps, Research Insights & Strategic Recommendations Deck, Key Findings Summary Reports
Research Process
I approached this project from two angles: mapping the holistic, cross-channel customer journey and conducting deep-dive usability evaluations of the finance and lease account management platform.
Mapped out current customer journeys to identify friction points.
Step 1
data
Stakeholder Interviews, Focus Groups
Research Methods
Defined customer mental models by uncovering frustrations, needs and behavioral patterns.
Step 2
data
Customer Surveys, In-depth Interviews, Customer Support Log Studies
Research Methods
In-depth evaluation of customer-facing account management web platform.
Step 3
data
Usability Tests (think-aloud protocols), User Interviews, Heuristic Evaluations
Research Methods
Defined key insights and strategic recommendations.
Step 4
Partnered with the product design team to redesign the web platform, translating research insights into tangible design solutions.
Step 5
Presented strategic insights to cross-functional leadership, driving critical improvements across the end-to-end customer journey.
Step 6
Summary of Key Insights
INSIGHT 01
The customer-facing (finance/lease) account management web platform had foundational usability issues and poor feature discoverability.
Consequence:
Underutilised self-service features and overloaded customer support teams.
Impact:
The web platform redesign centered around overhauling the information architecture and navigation system.
INSIGHT 02
Both finance and lease customers were dissatisfied with loyalty perks and held negative sentiment towards promotional content.
Consequence:
Dropping digital engagement and an increased risk to long-term brand loyalty.
Impact:
Design regulations established for digital offers and advertisements.
Promotional content tailored to meet diverse customers needs through their finance
and lease journeys.Initiatives across product & leadership to brainstorm new customer loyalty programs.
INSIGHT 03
The account management web platform had critical bottlenecks across onboarding, login and registration processes.
Consequence:
Low adoption of the web platform.
Impact:
Modernization of authentication infrastructure.
Adoption of proactive onboarding practices by customer support.
Deep Dive
Initial Discovery
To uncover friction points and optimization opportunities, I focused the initial discovery phase on analyzing how customers currently interact with Ford Credit's physical and digital touch points.
Finance and Lease Customer Journeys
The journey map below details the end-to-end experience of financing/leasing through Ford Credit, highlighting physical and digital touch points and bottlenecks that negatively impact both customers and business outcomes.
Research Methods Used: Stakeholder Interviews, Focus Groups
Customer Actions
Browse & Shortlist Vehicle
Explore Financing Options
Digital & Physical Touch Points
Browse options on Ford.com
Browse online automotive marketplaces (Cargurus, Cars.com, Autotrader)
Visit car dealerships
Apply directly on Ford.com for Ford Credit pre-approval.
Use promotional financing options on online automotive marketplaces (CarGurus, Cars.com).
Finance through dealerships using their network of partners.
Browse financing options online to get pre-approved.
Finance through a local credit union.
Friction Points, Bottlenecks & Opportunities
Critical
Caution
Automotive marketplaces typically promote their own integrated network of financing partners. Ford Credit only surfaces if Ford has explicitly posted an ad campaign on the website.
Dealerships don't always offer Ford Credit as a financing option. They may promote another financing partner for better approval rates or to maximize markups.
The journey map revealed that digital promotions and the account management platform's onboarding were critical friction areas requiring further investigation.
Customer Mental Models
Next, I focused on understanding how finance and lease customers perceived Ford's digital ecosystem and how they approached primary account management tasks.
Research Methods Used: Customer Surveys, In-depth Customer Interviews, Customer Support Log Studies
How do customers perceive Ford's digital products?
Customer Expectation:
A unified, one-stop digital ecosystem.
Operational Reality:
Discrete digital products with compartmentalized features and distinct authentication processes.
Ford Pass Mobile App
Remote vehicle controls, real-time vehicle health, Ford rewards, dealership and maintenance
Account Manager - Web Platform & Ford Credit Mobile App
Monthly payments, payment extension, financing / lease details, access digital contract
How do customers currently perform primary finance & lease account related tasks?
How do customers perceive (Finance & Lease) Account Management Web Platform?
First Payment: Call customer service. First time users reported being unaware of digital platforms.
Managing Autopay: Account Manager & Ford Credit App, often after receiving guidance from customer service.
Payment Extension & Due Date Change: Call customer service. Users weren't sure if the digital platforms offered these functionalities.
Accessing Digital Contract: Call customer service. Users were unable to locate their digital contract on web/mobile platforms.
Overall Sentiment:
A promotions-heavy website used primarily to pay monthly bills and manage AutoPay.
Evaluating the web Platform
After the initial discovery of mapping customer journeys and sentiment, I dove deep into analyzing the user experience of the finance & lease account management web platform.
I aimed to further investigate the negative sentiment around promotional content, onboarding bottlenecks and define which features were being utilized/underutilized (& why?).
Research Methods Used: Usability Tests (think-aloud protocols), User Interviews, Heuristic Evaluations
Key Insights & Recommendations: In-depth
In the final phase, I synthesized data collected through exploratory and evaluative research methods to define key insights and tangible recommendations to shape the platform redesign and product strategy.
KEY INSIGHT 01
The finance & lease account management web platform had foundational usability issues and poor feature discoverability.
KEY INSIGHT 02
Both finance and lease customers were dissatisfied with loyalty perks and held negative sentiment towards promotional content.
KEY INSIGHT 03
The account management web platform had critical bottlenecks across onboarding, login and registration processes.