Plan Ovalo Ford is the local chapter of Ford Credit in Argentina. It operates as a savings system where a closed group of individuals make monthly contributions towards the purchase of a new Ford vehicle. Participants can easily track their installments and payments through the website or mobile app.
Although many dealers sell plans in their branches, Ford's strategy is to become the primary financing alternative compared to its internal competitors, aiming to capture a larger market share by increasingly selling financing without intermediaries. However, the problem arose when activated users did not complete the process to acquire a plan on their website, which was the only channel they had for direct sales.
We initiated with an empathy workshop to grasp the problems, challenges, and vision of the team regarding this process, tools,
and potential limitations during the sprint.
This helped align us with the scope and strategy.
We conducted interviews to comprehend the mindsets around the car acquisition process and performed user testing on the website to identify usability issues.
As buying a car entails a complex decision-making process, our interviews revealed that individuals needed clear understanding in several key areas.
Defining what a savings plan entails, understanding the distinctions between Plan Ovalo and other financing plans, and discerning the differences between acquiring a savings plan in-branch versus through apps.
Understanding the conditions and guarantees of the plans, calculating installment costs, and establishing the timeline for car delivery.
Selecting the right vehicle to overcome the virtuality barrier.
Choosing a savings plan tailored to their needs.
Acquiring a savings plan.
We simplify the process of choosing a car based on the initial budget or the car that the person wants to obtain through a savings plan in installments. In the vehicle description, we prioritize information according to the priorities expressed by participants in various user tests when selecting a vehicle.
We focus on providing individuals with sufficient information about payments and conditions to subscribe to a savings plan. Then, we divide the different forms with the required information for subscription, validating identity documents directly with the National Registry of Persons.
