Mental model mapping in discovery

Client: ZOpa

Role: UX Research lead

Outcome: Clickable Prototypes with validated features

 

Intro

The world of car finance is mirky, badly regulated and poorly understood by consumers, yet it is a vast and growing industry. While Zopa want a piece of that pie, there is also an awareness that industry practices might not meet our minimum standards and that a small number of big players intermediate most of the finance.

The brief

The brief was to launch a finance product which offers good value rates and regulatory alignment communicated in a transparent and understandable way, whilst also supporting unmet needs in the space.

 
Discovery workshop in progress, voting on important areas.

Discovery workshop in progress, voting on important areas.

discovery workshops

We ran a discovery workshop with the whole team. From this Discovery session we defined our long-term goal as Becoming the go to online car finance provider for people with a good credit history. From the workshops and following a session with senior stakeholders we identified our three top challenges which we want to tackle this quarter.

Challenge 1: How might we provide an online finance-only experience which works for customers as they look for and buy a car?

Challenge 2: How might we grow our customer base and make people aware they can get a better rate?

Challenge 3: How might we work effectively with an appropriate range of dealers?

 

User research

User research with ten participants. Following the JTBD framework of interviewing we asked participants to tell us about the day they got their car. We dug into the detail to tease our the tasks, philosophies and emotions that participants used to help them get a car.

Each interview begun with the question: Tell me the story of how and why you got your current car. The answer provides a rough framework for the conversation to come, digging into each part of the story in detail, with particular focus on the build up to the transaction of getting the car. 

 
Mental model diagram, a visual representation of user research

Mental model diagram, a visual representation of user research

Using the user research diagram to map out the top perceived challenges.

Using the user research diagram to map out the top perceived challenges.

Identifying tasks, emotions and philosophies

Each research transcript is packed full with information about what people do in support of getting a car. A mental model diagram is a framework conducting and sharing research, which leads from qualitative data into actionable opportunities. The process starts with identifying tasks, which are comments within the transcripts which describe the things that people did. These are then grouped into different mental spaces.

Aligning business needs to user needs

The diagram is then used to identify gaps in the current service and future opportunities. We did this by overlaying our workshop outcomes on the diagram to identify which areas required focus. We then mapped out Zopa’s current offering, Adwords currently bid for and then potential new content and potential new ad words to target. The team then sketched out ideas for the top priority ideas, which were then prototyped and tested in the usability lab.

 
Mapping out the user journey for an auto-focused product

Mapping out the user journey for an auto-focused product