Project Overview
Problem Statement
The company had a goal to grow the commercial business, so we did a little research with existing commercial customers to gauge how we're doing. Research with commercial customers revealed that commercial customers and prospects want flexible finance options - solutions that fit their business and strategy.
How can we help prospects understand our many financing solutions?
My Role
I was the lead researcher on the project, taking on all research tasks including designing the research plan, recruiting participants, facilitating research interviews, synthesizing, analyzing, and preparing the report of findings and insights.
Process
Through the initial research that led us to the discovery that prospects need help understanding our financing options and deciphering which one is right for them, I came up with a 3 step plan to help prospects understand our business financing solutions.
Short term - create a landing page specific to prospects.
Mid term - leverage the new landing page through advertisement.
Long term - investigate ways to adapt our current lending options to meet business' changing needs.
We knew we needed a dedicated place to talk to prospects (something we didn't have) - but we needed to do a little more research to better understand what their information gathering process looked like.
Where did they go? What were they looking for? What do the expect to find on a lender website?
I launched a moderated study with commercial prospects to learn more about their process when researching and evaluating financing options.
Once we knew enough to begin forming our first design hypothesis, we followed an iterative cycle of research, design, test.
1. Initial interviews
2. Workshop with stakeholders to align on key objectives
3. Design
4. Test
5. Iterate
