Introducing credit and B2B automotive ecommerce

The Challenge

Finraly’s platform already provided credit solutions to SMEs, but we identified a gap in the automotive B2B commerce space. Automotive dealerships were using specialized platforms to purchase vehicles, but these platforms were often outdated, laggy, and localized. Our vision was to create a centralized hub where users could access both financing and automotive commerce in one seamless, user-friendly experience.

As the Lead Product Designer for this initiative, I was commissioned to lead the automotive design department, acting as both an individual contributor and a team leader. My role involved collaborating with cross-functional teams—engineers, project managers, and stakeholders—to drive this project to success.

My thought process

To kick of the proccess my steps were:

• Understanding the Automotive Industry
• Collaborate with UX department and research users
• Define findinds interesect busibess needs with user needs
• Start designing some low fidelity and collaborate with PM/Engineers
• Move to high fidelity and polish the ideas
• Test solutions with real users
• Push into the pipeline the major changes
• Gather metrics

Research

Research

I collaborated with the UX research team to conduct in-depth interviews and surveys with automotive dealers. Key insights included:

• Dealers wanted a centralized platform to search, compare, and purchase vehicles.
• They needed advanced filtering and detailed vehicle specifications to make informed decisions.
• A seamless integration of financing tools was critical to their workflow.

Defining Priorities

Based on research, I prioritized features into core functionality, short-term goals, and long-term vision:

Core Functionality

• Centralized vehicle search
• Advanced filtering
• Detailed specs
• and basic financial analysis.

Short-Term Priorities

• Intuitive grid interface
• comprehensive data display
• Quick filtering

Long-Term Vision

• AI-powered recommendations
• predictive market analysis
• and deeper financing integration.

Competitor analysis

I analyzed competitors to identify gaps and opportunities. Key pain points included clunky interfaces, hidden fees, and lack of real-time inventory updates. These insights informed our design decisions to create a superior user experience.

Design process

Design process User Flows and Wireframes User Flow sample

I created user flows to map out the ideal journey, minimizing unnecessary steps.

Wireframes

Wireframes acted as blueprints, allowing the team to workshop and refine ideas before moving to high-fidelity designs.

High fidelity prototype

Using Figma, I developed high-fidelity prototypes to communicate ideas effectively to non-design stakeholders like engineers and project managers. These prototypes were tested with real users, who provided valuable feedback to refine the design.

I worked closely with engineers to ensure the design was technically feasible and aligned with business goals. Regular feedback loops with users and stakeholders helped us iterate quickly and stay on track. The end focus result was to make the platform/app available to for any screen size utilizing the grid system.

Launch and Impact

Metrics

I created user flows to map out the ideal journey, minimizing unnecessary steps.

The first version of the platform was released for both desktop (72% of users) and smartphones (28% of users). Key achievements included:

• 45% Increase in Deal Closure Rates: Streamlined workflows and integrated financing tools helped users close deals faster.
• 85% Positive CSAT: Users praised the intuitive interface and seamless experience.
• 75% Reduction in Task Time: Dealers could now complete tasks in 30 minutes, down from 2 hours.
• 40% Reduction in Support Tickets

Ongoing Evolution

The platform continues to evolve, with new features and improvements driven by user feedback and behavioral analytics (using tools like Amplitude). Each sprint is tailored to address user pain points and enhance their daily workflow.

To stay ahead of market demands, we’re building a roadmap that leverages cutting-edge technology:

• Q4 2024: AI-Powered Recommendations

Launch machine learning models to suggest vehicles based on dealership inventory trends and regional demand.

• Q2 2025: Real-Time Market Analysis Dashboard

Provide dealers with live pricing trends, competitor insights, and inventory heatmaps to optimize purchasing decisions.

• Q3 2025: Hyper-Personalized User Experiences

Tailor platform interfaces and financing options to individual dealership behaviors and historical data.

• Q3 2025: AI-Driven Negotiation Prompts

Integrate generative AI to automate buyer-seller negotiations, reducing friction and closing deals faster.

Reflection

This project was a testament to the power of user-centered design and cross-functional collaboration. By understanding the needs of automotive dealers and addressing their pain points, we created a platform that not only streamlined their workflow but also drove significant business growth for Finraly. Looking ahead, the future pipeline—with AI, personalization, and real-time analytics—will further cement Finraly as the go-to hub for automotive B2B commerce.