ABOUT IGUD

Powering Financial Services

The seventh largest bank in Israel, provides full banking services to private and business customers. The bank was established in 1951, operates through 36 branches and employs over 1,200 employees.

the story

Enhancing Efficiency and Legal Validity

Bank Igud turned to Easysend where I worked as a UX Designer, they already had a digital process for taking a car loan, but with no digital signature nor inserting of data on the form. To be legally valid, a signature must be placed on the original format of the form. That's why the bank reached to EasySend, whose product allows to perform these operations.

THE PRODUCT

Digital Contracts Made Easy

Web based process for filling-in information and signing digitally a contract for a car loan

THE PROBLEM

Bureaucracy and Missed Information

The traditional car loan application process posed significant challenges for both car buyers and banks. Lengthy paperwork, small print, and the risk of missing important information created frustration and inefficiency.

MARKET RESEARCH

Car Loan Industry Landscape

I explored articles and other sources on the web, in order to have a deeper understanding of car loans processes, banking terms and loans industry in general. During the exploration I encountered a lawsuit case, a YouTube channel about cars industry in general and few videos about buying from a car agency.

Also, I went through few steps of a car loan application of one of the bank competitors. Unfortunately, Most applications could not be opened without the involvement a CSR.

Direct & in-direct competitors

USER RESEARCH

Understanding Motivations and Deal Breakers

target Audience

People who have or had a need to buy a car, and can’t or prefer not to pay in one payment.

Leading questions

What led to the realization that they must buy a car ?
Were they forced to take a loan or did they choose ?
Which deal breaker will make them stop a process of taking the loan ?

5

Interviewees

30-40

Minutes per interview

28-39

Interviewees age range

ANALYSIS

Insights

A deal breaker of taking a loan is a high interest rate and a repayment charge that can't be afforded

Once they have decided to take the loan, they expect to get approval as fast as possible

Flexibility in loan terms is necessary, for example for extending or shortening the end date

THE CHALLENGE

Present a 30-page agreement that requires 7 signatures in a simple & intuitive way

IDEATION

Choosing the Optimal Concept

From research I understood that for car buyers it’s important to get a loan approval in the fastest way. On the other hand, Igud requested that their customers will read the terms and understand what they are signing on. I had to think of a solution that would combine both.

Concept 1 (the chosen concept)

View each form separately, sign separately

Concept 2

View all forms at once, sign each separately

Concept 3

View and sign each form separately, only highlights from the form will be presented

THE SOLUTION

A Seamless Digital Process flow

A digital process which retrieves data from the bank application, receives information and signatures directly from relevant users, and finally produces the contract with all the digital data.

FINAL DESIGN

CSR Interface

A separated interface for the CSR, enables control over the validity of the JSON information before sending a link for the user to sign the deal (e.g. the interest % isn’t updated).

Eligibility for service

The customer interface starts with questions that will let car buyers know if they’re not eligible for service of taking a car loan, so their concern of whether they’ll get a car loan or not would be validated as soon as possible.

View & sign forms Separately

All the 30 pages of the contract are split into sections of forms. Car buyer views a form of 2 pages (or 7 pages max) and proceeds to next page in order to sign the form digitally.

Contrast for orientation

Blue text creates best contrast and help car buyers and CSRs to scan the inserted digital data faster.

Buttons Microcopy

Instead of using generic navigation copy (back, next etc) In most buttons I used terms that will imply what's coming next, or remind what was in previous page, so any user would know in most cases what to expect when clicking a button.

IMPACT

The customer signed a contract with Easysend

This was the customer’s first project with EasySand, as part of a pilot. Few weeks after the digital process went live - the customer closed a contract with EasySand for more future cases.

TAKEAWAY

The fact that there was no similar project like this before in our company, should have been a concern. It seemed to me at first as a project we could handle, but it wasn't from the technical side. In retrospect I could have raised a red flag to the project manager. We learned as a team that it’s a must to have a solution architect joining risky projects similar to this in future, and it became a project criteria in the company since then. So eventually, something good came out of it.

IGUD