Seva redefined
Seva redefined
We want to help users afford their ideal car
by realigning the journey to user expectations
by realigning the journey to user expectations
Role
Role
As a UI/UX Designer, I worked with two UX Researchers and two UI/UX Designers, focusing on:
As a UI/UX Designer, I worked with two UX Researchers and two UI/UX Designers, focusing on:
As a UI/UX Designer, I worked with two UX Researchers and two UI/UX Designers, focusing on:
Conducting a UX audit to identify usability issues and pinpoint areas causing high drop-off rates.
Conducting a UX audit to identify usability issues and pinpoint areas causing high drop-off rates.
Conducting a UX audit to identify usability issues and pinpoint areas causing high drop-off rates.
Supporting user research by gathering insights from interviews and behavioral data to understand user pain points.
Supporting user research by gathering insights from interviews and behavioral data to understand user pain points.
Supporting user research by gathering insights from interviews and behavioral data to understand user pain points.
Design ideation & validation to create intuitive solutions that align with user behavior.
Design ideation & validation to create intuitive solutions that align with user behavior.
Design ideation & validation to create intuitive solutions that align with user behavior.
Ensuring functional prototypes were ready for usability testing, allowing for user feedback before development.
Ensuring functional prototypes were ready for usability testing, allowing for user feedback before development.
Ensuring functional prototypes were ready for usability testing, allowing for user feedback before development.
Creating a handover document with detailed design specs and user flows for seamless developer implementation.
Creating a handover document with detailed design specs and user flows for seamless developer implementation.
Creating a handover document with detailed design specs and user flows for seamless developer implementation.
The problem
The problem
Balancing user expectations with Seva’s finance-first approach proved challenging, leading to a significant drop-off as users expected to browse cars before considering financing.
Seva is a finance-first platform designed to help users choose a car based on their financial capacity, shifting the mindset from selecting a car first to prioritizing affordability. However, this approach led to a significant 95% drop-off, as most users expected to browse car options before considering financing. This disconnect between user expectations and the platform’s structure created friction in the journey. Additionally, Seva offers Instant Approval (IA) for financing, but its benefits were not immediately clear to users, further impacting engagement.
Seva is a finance-first platform designed to help users choose a car based on their financial capacity, shifting the mindset from selecting a car first to prioritizing affordability. However, this approach led to a significant 95% drop-off, as most users expected to browse car options before considering financing. This disconnect between user expectations and the platform’s structure created friction in the journey. Additionally, Seva offers Instant Approval (IA) for financing, but its benefits were not immediately clear to users, further impacting engagement.
Seva is a finance-first platform designed to help users choose a car based on their financial capacity, shifting the mindset from selecting a car first to prioritizing affordability. However, this approach led to a significant 95% drop-off, as most users expected to browse car options before considering financing. This disconnect between user expectations and the platform’s structure created friction in the journey. Additionally, Seva offers Instant Approval (IA) for financing, but its benefits were not immediately clear to users, further impacting engagement.
Defining Personas
Seva initially segmented its market based on economic and behavioral factors, but this approach was too broad, making it difficult to identify core users. To sharpen the focus, we refined the target audience to those actively looking to purchase a new car through loan installments, ensuring a more tailored and effective user experience.
I'm planning to buy a car in the next two years. Right now, I'm saving for a down payment and researching affordable options with financing that fits my budget.
The Rookie Dreamer, 25 y.o
The Rookie Dreamer, 25 y.o
I need to upgrade my car for my family. I'm actively researching options, looking for discounts, and exploring flexible financing to make the best decision.
The Deal Seeker, 36 y.o
The Deal Seeker, 36 y.o
Buying a car in 1-3 months. I've know the brand, and down payment ready. Now looking for low-interest financing, including non-bank leasing.
The Intentional Buyer, 47 y.o
The Intentional Buyer, 47 y.o
Defining Personas
Seva initially segmented its market based on economic and behavioral factors, but this approach was too broad, making it difficult to identify core users. To sharpen the focus, we refined the target audience to those actively looking to purchase a new car through loan installments, ensuring a more tailored and effective user experience.
I'm planning to buy a car in the next two years. Right now, I'm saving for a down payment and researching affordable options with financing that fits my budget.
The Rookie Dreamer, 25 y.o
I need to upgrade my car for my family. I'm actively researching options, looking for discounts, and exploring flexible financing to make the best decision.
The Deal Seeker, 36 y.o
Buying a car in 1-3 months. I've know the brand, and down payment ready. Now looking for low-interest financing, including non-bank leasing.
The Intentional Buyer, 47 y.o
ux audit
After defining our personas, we conducted a UX audit of Seva’s website and identified key pain points in their journey—such as unclear financing options and a confusing search process. These insights helped us refine the experience to better meet user needs, ultimately improving engagement and conversion rates.
ux audit
After defining our personas, we conducted a UX audit of Seva’s website and identified key pain points in their journey—such as unclear financing options and a confusing search process. These insights helped us refine the experience to better meet user needs, ultimately improving engagement and conversion rates.
workshop
We presented these findings in a cross-department workshop to align teams on key user pain points and business goals. These discussions highlighted critical challenges, such as users struggling with navigation and unclear financing steps. From this, we identified two key priorities: refining the user journey by improving the information architecture and sitemap, and revamping the Instant Approval (IA) concept—Seva’s unique selling proposition (USP)—to provide clearer guidance on financing eligibility and next steps. These insights directly shaped our redesign strategy, ensuring a more intuitive and seamless experience.
workshop
We presented these findings in a cross-department workshop to align teams on key user pain points and business goals. These discussions highlighted critical challenges, such as users struggling with navigation and unclear financing steps. From this, we identified two key priorities: refining the user journey by improving the information architecture and sitemap, and revamping the Instant Approval (IA) concept—Seva’s unique selling proposition (USP)—to provide clearer guidance on financing eligibility and next steps. These insights directly shaped our redesign strategy, ensuring a more intuitive and seamless experience.
Opportunity
Opportunity
How might we increase leads conversion by providing seamless car searching and financing experience for SEVA users?
Utilise existing data
Heatmap click data showed that users were most engaged with the top section of the screen but lost interest as they scrolled, indicating that the content wasn’t effectively capturing their attention. With this in mind, we restructured the information architecture to better guide users through their journey.
Utilise existing data
Heatmap click data showed that users were most engaged with the top section of the screen but lost interest as they scrolled, indicating that the content wasn’t effectively capturing their attention. With this in mind, we restructured the information architecture to better guide users through their journey.
Design Principle
In our design exploration, we focused on creating a clear, simple, and intuitive end-to-end journey.
Seamless & Intuitive – Removed unnecessary steps for a streamlined experience.
Aligned with User Behavior – Redesigned the flow to let users browse cars before considering financing.
Smart Search – Enabled filtering by brand, type, price, and financial criteria (down payment, loan tenor, income, age).
Design Principle
In our design exploration, we focused on creating a clear, simple, and intuitive end-to-end journey.
Seamless & Intuitive – Removed unnecessary steps for a streamlined experience.
Aligned with User Behavior – Redesigned the flow to let users browse cars before considering financing.
Smart Search – Enabled filtering by brand, type, price, and financial criteria (down payment, loan tenor, income, age).
concept a - Smart Search Experience
Users struggled with the car search process, finding it confusing and cluttered with irrelevant questions. This redesign simplifies discovery with Smart Search, enabling users to browse cars seamlessly based on preferences. Advanced Search enhances the experience by prioritizing financial criteria—aligning with Seva’s financing-first approach. By integrating intuitive filtering and clearer navigation, this concept makes the car selection process faster and more user-friendly.
concept a - Smart Search Experience
Users struggled with the car search process, finding it confusing and cluttered with irrelevant questions. This redesign simplifies discovery with Smart Search, enabling users to browse cars seamlessly based on preferences. Advanced Search enhances the experience by prioritizing financial criteria—aligning with Seva’s financing-first approach. By integrating intuitive filtering and clearer navigation, this concept makes the car selection process faster and more user-friendly.
concept B - Hyper Personalised Experience
This concept enhances engagement through personalized recommendations based on past searches and user behavior. By tailoring insights and storytelling, it helps users discover the most suitable cars and financing solutions while maintaining a clear distinction between browsing and loan applications.
This approach ensures users receive contextual recommendations that align with their needs, making the journey feel more guided and relevant.
concept B - Hyper Personalised Experience
This concept enhances engagement through personalized recommendations based on past searches and user behavior. By tailoring insights and storytelling, it helps users discover the most suitable cars and financing solutions while maintaining a clear distinction between browsing and loan applications.
This approach ensures users receive contextual recommendations that align with their needs, making the journey feel more guided and relevant.
Collaborating with UX Researchers, we conducted concept testing during usability sessions to evaluate two design approaches. My role involved ensuring the prototype functioned smoothly for In-Depth Interviews (IDI) and assisting with note-taking during participant interactions. Both UI/UX Designers & UX Researchers worked together to gain insights and refine solutions.
Collaborating with UX Researchers, we conducted concept testing during usability sessions to evaluate two design approaches. My role involved ensuring the prototype functioned smoothly for In-Depth Interviews (IDI) and assisting with note-taking during participant interactions. Both UI/UX Designers & UX Researchers worked together to gain insights and refine solutions.
Collaborating with UX Researchers, we conducted concept testing during usability sessions to evaluate two design approaches. My role involved ensuring the prototype functioned smoothly for In-Depth Interviews (IDI) and assisting with note-taking during participant interactions. Both UI/UX Designers & UX Researchers worked together to gain insights and refine solutions.
Concept A seamlessly connects car search with financing, reinforcing SEVA’s USP. Users prefer searching first, with recommendations only useful in financial constraints, making upfront search essential.
Concept A seamlessly connects car search with financing, reinforcing SEVA’s USP. Users prefer searching first, with recommendations only useful in financial constraints, making upfront search essential.
Concept A seamlessly connects car search with financing, reinforcing SEVA’s USP. Users prefer searching first, with recommendations only useful in financial constraints, making upfront search essential.
Concept B’s search reliance on recommendations reduced visibility, while separate entry points, whole-page transitions, and unclear CTAs led to user confusion and disengagement.
Concept B’s search reliance on recommendations reduced visibility, while separate entry points, whole-page transitions, and unclear CTAs led to user confusion and disengagement.
Concept B’s search reliance on recommendations reduced visibility, while separate entry points, whole-page transitions, and unclear CTAs led to user confusion and disengagement.
Concept A’s Smart Search was the clear winner, providing a more intuitive and engaging experience that aligns with user behavior while strengthening SEVA’s financial positioning.
Concept A’s Smart Search was the clear winner, providing a more intuitive and engaging experience that aligns with user behavior while strengthening SEVA’s financial positioning.
Result
Result
The improved experience streamlined car discovery and financing, increasing engagement and boosting lead conversion by 1700% while reducing drop-off rates.
Reflections
Reflections
This project reinforced the importance of aligning business goals with user mental models to drive conversions. By simplifying complex information and reducing cognitive load, we built user confidence in financing decisions. Continuous collaboration with stakeholders ensured smooth implementation and adoption. Moving forward, deeper usability testing and research would further refine task flows, address pain points earlier, and enhance the overall user experience.
This project reinforced the importance of aligning business goals with user mental models to drive conversions. By simplifying complex information and reducing cognitive load, we built user confidence in financing decisions. Continuous collaboration with stakeholders ensured smooth implementation and adoption. Moving forward, deeper usability testing and research would further refine task flows, address pain points earlier, and enhance the overall user experience.
This project reinforced the importance of aligning business goals with user mental models to drive conversions. By simplifying complex information and reducing cognitive load, we built user confidence in financing decisions. Continuous collaboration with stakeholders ensured smooth implementation and adoption. Moving forward, deeper usability testing and research would further refine task flows, address pain points earlier, and enhance the overall user experience.