Auto ownership experience visual system design
Visual Systems: user experience design for a multichannel app experience that would integrate car maintenance records, driving data, helpful maintenance tips, and a marketplace for buying, selling, and financing certified vehicles that would shape the future of USAA’s auto experience.
Challenge
USAA, a trusted financial services company with a long-standing commitment to serving military families, sought to compete with online vehicle marketplaces and maintenance apps by creating a modern, seamless, user-friendly experience that could operate across multiple platforms: mobile, tablet, and desktop.
Execution
Generative user research
Through interviews, observational studies, and interactive prototypes, we collected a wealth of qualitative data. The goal was to understand the user’s journey with their vehicles—from purchase to maintenance to resale. This research was not just about gathering data; it was about understanding the emotional and practical patterns that stood out among USAA customers.
Synthesis into User-Centric Key Themes
With qualitative data in hand, the real work began: synthesizing the data into user-centric themes. We delivered the themes we uncovered during a weeklong workshop with over 60 key stakeholders across the banking, insurance, and digital experience teams to define the features that would transform how USAA offered value to its loyal customers.
Conceptual designs
Our team developed a rich visual system that seamlessly blended, automotive profiles, maintenance support and records, third-party purchasing, insurance, and a rich intuitive automotive marketplace. Leveraging brand guidelines, the brand identity was woven throughout, ensuring designs resonated with USAA’s core values.
Delivery
We delivered a robust visual system for mobile, tablet, and desktop experiences with innovative interactive features, giving USAA’s digital product teams a clear vision for rollout. The result? A transformational user-centric, multichannel experience that aligned perfectly with USAA’s mission and the needs of its members.
Results & impact
By grounding the design in user research and aligning it with USAA’s brand values, we created a cohesive, user-centric experience, serving as the blueprint for USAA’s subsequent rollout of these features that met the needs of military families across multiple touchpoints.
Contribution
Research: Turn user research, key stakeholder interviews, and themes into visually compelling, user-centric designs that resonate with USAA’s brand values.
User interface: Created consistent, intuitive interfaces for mobile, tablet, and desktop, ensuring a seamless user experience across all devices.
Collaboration: Work closely with UX teams, developers, and stake holder to align design concepts with technical capabilities and brand guidelines.
Prototype: Develop prototypes to test and refine design concepts, gathering feedback to drive continuous improvement.