For this project I was tasked with redesigning the Chrysler Capital digital experience. To fully understand the product and what it offered to the public that made it different than other vehicle lenders, I conducted a full UX review that included stakeholder and sales team interviews, site performance analytics and a solid heuristic evaluation. What was revealed to me was a product that was doing a great job at structuring their offerings, but missing their mark when it came to marketing to their audience.
I proposed a simplified design that targeted their largest demographic of young professionals while also appealing to mid to senior level folks, as well. The site received an information architecture overhaul that eliminated redundancy and SEO-bruising content and completely reimagined design elements which gave this brand a fresh take on auto financing.