Capital One - UTD Design Challenge

Carfully - A transparent auto-financing tool

Challenge

Designing a digital tool that meets first-time car buyers at whatever financial point to demystify their car-buying journey

Partnering with Capital One's Financial team, my team and I worked through this 7-sprint challenge to research and create a digital-tool.

SOLUTION

Carfully: a guided learning tool and resource hub for first-time car buyers

A web application designed to break down the car-buying journey into manageable steps through structured, interactive modules.

Coreflows

Home Page

After completing an onboarding questioner, the user is placed in 1 of 3 tracks.

Learning Modules

The user can navigate through different modules regarding different aspects of purchasing a vehicle.

Financial Help

When deciding on a vehicle to purchase, Carfully also provides statistics to help the user find the right financial fit.

Research

Observing characteristics of other problems

Conducting a competitive analysis on 4 other car-selling websites and found 3 key issues within them, these being: Confusion about affordability, Lack of transparency, and Limited Financial Literacy.

Surveying First-Time Car Buyers

With over 100+ survey respondents, my team and I better understood the unique needs and challenges of first-time car buyers.

Interviewing target users

After conducting a broad survey, we continued our research sprint with an in-depth interview process with 5 people who fit within our target demographic.

3/5 participants

Would rely/prefer word of mouth, or peer-sourced information (i.e forums)

4/5 participants

Plan to use a down payment and monthly payments to fully own the car

4/5 participants

Hold negative or wary impressions of salespeople, viewing them as untruthful and difficult to trust

Design

Initial Wireframe's

Mapping out the whole user journey, my team and I designed the different types of pages we wanted to include.

Brand Identity

We concluded by finalizing the website's brand kit and color scheme, choosing professional tones that mirror Capital One's identity to establish a foundation of trust and transparency.

Reflection

Takeaways