Role: UX Design Lead, Art Director
Mission: To increase reservations by implementing a new language that will better assist users to purchase our product, and streamline the experience of doing so by educating, and informing users along the way.
Approach: At Borrow, I approached design iteratively and with an emphasis on product education.
Problem EV ownership is easier than users think, but prospective users are still not educated on what EV ownership can do to improve their lives, and day-to-day. How can we include users who feel excluded from the EV industry?
Mission: To increase reservations by implementing a new language that will better assist users to purchase our product, and streamline the experience of doing so by educating, and informing users along the way.
Approach: At Borrow, I approached design iteratively and with an emphasis on product education.
Problem EV ownership is easier than users think, but prospective users are still not educated on what EV ownership can do to improve their lives, and day-to-day. How can we include users who feel excluded from the EV industry?
Branding
I guided Borrow in coming up with a new identity that reflected our inclusive values being centralized in West Hollywood, CA. Through my branding and identity stint I developed new assets and comps to help our small team understand how to develop Ads with our Marketing Team, and Flyers for our Business Development strategies. Our mission through branding was to increase vehicle reservations and provide a more educational product and service. I had a direct impact on all of our Social Media touchpoints and redesigned our logo to be more simplistic and inclusive of the array of different users we get into cars.
Marketing Campaigns
Republic and Facebook Lead Generation Ads
I collaborated with our Marketing Team to help create assets that allowed users to understand how our services differentiate from our competitors. The No Brainer Campaign was one of the most successful as we saw a jump in average reservations by 9 people. For Republic, we needed an image that was clean and captivating to be used across all of our social media headers, banners, and hero images, so we utilized this graphic to help users convert from our social pages to our investment pages without being obtrusive or visually loud.
Stats for Republic Marketing
Through a 90 Day period, we were able to raise
$120,002 as of September 9, 2020 and still counting with some 31 days left in our campaign.
You may view more on our investment page
Squarespace Site Refresh
Before (Product Pages)
The product Pages were not user friendly.
The Images were cutting off, and the visual heirarchy of the information was disorganized.
After
The Product Pages have been refreshed and designed.
The purchase buttons reduced a reservation step as needed through user feedback.
Car synopsis was placed to inspire user value
The Product Pages have been refreshed and designed.
The purchase buttons reduced a reservation step as needed through user feedback.
Car synopsis was placed to inspire user value
Future Site Redesign
Following the refresh of our current squarespace site, we hired two interns in which I guided to help support the design and implementation of our future product. Our future product was benchmarked up against some competing websites, and we quickly moved into the research and testing stage by giving current users and new users a chance to try out our new quiz.
Competitive Analysis
The Quiz - Research
After some benchmarking, and discussions with the team, we thought we would try out a new quiz section to help users make decisions purchasing a car. We found that users were bouncing out of our current site around the FAQ page, and the About page. It became obvious that the first thing we needed to try to do was provide users with a comprehensive onboarding experience that was informative, and personalized.
After some benchmarking, and discussions with the team, we thought we would try out a new quiz section to help users make decisions purchasing a car. We found that users were bouncing out of our current site around the FAQ page, and the About page. It became obvious that the first thing we needed to try to do was provide users with a comprehensive onboarding experience that was informative, and personalized.
Question #1 for Borrow product recommendation quiz
Maze for Path analytics
Heatmap (mobile)
Quiz Insights
Users with a sub-par credit score were still interested in purchasing a car.
People still were clicking around after being recommended a product.
Arrows and icons helped users go down the purchase funnel.
Users with a sub-par credit score were still interested in purchasing a car.
People still were clicking around after being recommended a product.
Arrows and icons helped users go down the purchase funnel.
UI Design
About
During a 2 month stint I was given an extension on my internship to help drive a new site redesign not to be used on squarespace. My role in this stage was project
manager, UX Designer, and UX Researcher. This Prototype was created by a team of 3 (Liz Dilworth : UX Research Director , Zade Kaylani : UX Design/ Graphic Design , Brent Lawson: UX Design Director). I had a few months more experience working at Borrow and was able to use this experience to help guide our interns into making a valuable future product.
Results (300% increase)
The design team was able to achieve a product recommendation page that is cleaner, and more value oriented than before. We have yet to test this iteration of our site redesign, however we believe that based on the insights that we gained from the quiz section, users will have a more pleasurable experience shopping our products, and going down the purchase funnel. These were some UI concepts that were created and Developed by Zade Kaylani, a UX Design Intern (3 mo.) at Borrow.
View our Prototype here