LeasePlan
This is a case study showing how I led the UX design for a B2B2C partner portal, enabling brokers, dealers and franchisees to onboard new customers, configure vehicles and sell lease contracts to SME customers in 30+ countries.
Duration
This project took place between May 2021 and September 2023.
My responsibilities
Stakeholder management and workshops
I led stakeholder interviews and organised workshops to understand business requirements and define user needs.
Experience Strategy & Vision
I created user stories, personas and flows that contributed to user-centred designs for the E2E journey for selling lease contracts, from partner onboarding to vehicle delivery.
Validation
I managed usability testing in preparation for redesign. I defined testing parameters and script, created prototypes, facilitated test and reported results.
Scaling solutions
I participated in a Design Sprint to align the design solutions with the 4 main countries, and scale the platform to the other 30+ countries
Customer Insights & Ideation
I collaborated with UX research team to gather user insights. Participated on user interviews and helped improve information architecture of the portal by assisting with card sorting and affinity diagramming.
Planning & Scope Definition
I partnered with business analysts and project managers to define strategy for the direction of future iterations, and to create data-driven designs for complex user role and advanced permission management and complex web forms for dynamic calculation of key cost elements in the lease process.
Design Execution
Managed the end-to-end design process of the team, ensuring on-time, detailed, and polished deliverables. Collaborated with development teams to implement components, patterns, and interactions consistently according with the Design System and responsive design principles.
Leadership
I designed up and presented works to gain buy‐in from executives and senior stakeholders throughout the project lifecycle.
The challenge
The product request was to create a common LeasePlan platform that would allow account managers to better manage their partners and to boost the SME indirect sales in their countries by automating many manual steps in the indirect sales channel, and by this allowing countries to focus on growing their business.
The main business requirements of the portal were:
Easy vehicle configuration
Direct and correct quotations on lease prices
Fully responsive interface so you can do your business on any device (laptop, tablet or smartphone)
Digital SME onboarding including eSign so contracts can be completed in minutes
A new Vehicle Management System (VMS)
Quick creation and storage of all quotes created in the portal
Able to quote for any type of lease contract (new contract, mid-lease change, end-off lease calculation etc.)
Research to identify user behaviour and needs
I started doing weekly interviews with stakeholders (partners, account managers and sales agents) of UK and Germany to understand how they worked with the previous platform to onboard new customers, configure vehicles and sell lease contracts. During these sessions, I could map these functionalities and complex workflows, and translate them to the new portal.
In collaboration with the UX research team, we created personas, user interviews, card sorting and affinity diagramming to identify user behaviour and needs, and define the information architecture of the portal.
UX design for user roles and complex permission management
In collaboration with the business analyst in the team, we identified and mapped the different functionalities available for each role in the process - customer, sales agent, partner manager, account manager, sales manager, pricing analyst and sales director. Each of these roles have different rights and options in the portal, specially in the quote amendment flow shown below.
Visual mockups and validation
I went from wireframes and low fidelity designs to visual mockups that I could use to validate the solution with product managers and stakeholders.
After getting all teams and disciplines on board with the ideas and solutions, I created a high fidelity prototype and organised usability tests to validate the designs with dealers.
Based on the findings from both UX research and validation sessions, we were able to come up with a list of changes that were addressed and updated in the prototype:
Created a dashboard on the homepage allowing partners to see latest numbers and achievements in a glance
Added option to adjust vehicle list and accessories prices manually, as this information can be outdated in the system
Created of more compact site navigation by eliminating unnecessary scroll, allowing partners to quickly navigate through the configurator
Introduced an elastic search, with the option to upload a configuration file, allowing partners to get to the vehicle without going through the configurator
Detailed design and specs
I collaborated with development teams to implement components, patterns, and interactions consistently according with the Design System and responsive design principles.
Outcomes
We have made the tools available to the Sales teams in UK and Germany, and onboarded the first partners using the new indirect portal. First lease contracts have been digitally signed.
The next step was to scale the platform to the other 30+ country. Therefore, I participated in a Design Sprint to align the design solutions with the 4 main countries, and used the outcomes to scale the platform to the other 30+ countries
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