Steer
Auto Finance
Product Design for POC
Project info
Overview
While COVID’s peak had passed by 2022, its lasting impact on consumer behavior created continued demand for contactless experiences. To meet this shift and boost vehicle sales, the company explored a digital initiative for remote vehicle appraisals.
Scope
Facilitated a stakeholder workshop to surface assumptions, set priorities, and align on next steps. Designed, prototyped, and tested a proof-of-concept website to gauge user interest in AI-powered, fully contactless vehicle appraisals. Contributed to mixed-method research, including 20 user interviews and a survey of 100 participants.\
UX Process
I facilitated a stakeholder workshop to surface assumptions, set priorities, and align on building a proof-of-concept website for AI-powered, contactless vehicle appraisals. Our guiding question became: “How might we make AI-powered appraisals feel reliable and accurate, encouraging users to trust a fully contactless way to sell their vehicles?”
We conducted 20 user interviews and a survey of 100 participants to uncover motivations, concerns, and trust barriers. Using these insights, I designed the prototype and led usability testing to validate user flows, refine messaging, and ensure the experience instilled confidence in the AI-driven process.
Outcome
The research directly shaped how we approached both the content and structure of the experience. What started as a basic AI-driven idea turned into a clear, trustworthy flow that felt easy and approachable for users.
After testing the homepage, How It Works, and Help Center, 90% of participants said they’d feel confident moving forward with the appraisal. The mix of straightforward messaging, visual step-by-step breakdowns, and short, helpful answers really helped ease hesitation—especially for first-time sellers.
These results gave the team confidence to move ahead with a mobile-first web pilot instead of building a native app. It saved time, cut down on costs, and got us to launch faster. Final designs were handed off to other product designers to keep building out the experience.
In the end, we landed on a solution that made sense for both users and the business—simple, fast, and built around real needs.