Work

About

Photography

Work

About

Photography

Work

About

Photography

Commercial Line of Credit Web Application

Overview: The Commercial Line of Credit (CLOC) is a digital solution for fleet financing. CLOC replaces the previous DocuSign form and offers features like applicant screening, autosaving progress, and document uploads for efficient communication.

Click here for the Live CLOC Application


Challenge

Out of 82 DocuSign applications, 39% were denied for requesting less than $250,000, leading applicants to spend sometimes weeks on a process that didn't meet their needs. Additionally, the application collects only partial information, resulting in extended manual processing on the backend and prolonged back-and-forth communication with applicants.

Opportunity: How Might We…. make the CLOC process faster and easier so that we can increase the number of CLOCs we approve?

Results

The redesigned app features a clean, clutter-free interface, making it easier for users to navigate and access essential features.

50%

Reduction in overall application time

40%

Reduction in incomplete applications

60%

Reduction in support inquiries

Process

Research & Analysis: I conducted user interviews and surveys to understand the pain points and user needs. Additionally, interviewed internal Ford Customer Representatives to understand pain points.

Hypothesis:  

1. As of July 2021, current CLOC customers have a combined $1.4 billion in outstanding with Ford Credit. If we process CLOCS faster, we will be able to approve more CLOCS, resulting in more business for FMCC.  

2. Creating our own web form will provide the flexibility to manipulate and better manage data input and integrations.  

A competitive analysis was also conducted to competitor apps and industry trends to gather insights.

  • Capital One is commercial banking that performs as Ford Credit's primary #1 direct competitor. I also studied other commercial banks: US Bank, Bank of America, PNC Bank and JPMorgan Chase.

  • I identified that the overall strength were offering line of credits can be funded as quickly and efficiently (as soon as the same business day) through a quick online application process. Generally, competitor’s strength were the capability of pushing out quick approval rates.

Validations:

  • Customers aren’t aligned with what needs to be uploaded regarding the correct financial statements

  • Customers assumed that irrelevant documents needed to be uploaded to supplement the required ones

  • Customers want more clarity on what certain fields are asking.

Frustrations:

  • I want to know the application approval progress; I don’t know what to anticipate after submitting

  • I have so many documents pertaining to sensitive records, I don’t know where to start

  • I have to answer multiple customer processing phone calls after already submitting a long application


Define

Research & Analysis: I conducted user interviews and surveys to understand the pain points and user needs. Additionally, interviewed internal Ford Customer Representatives to understand pain points.

Hypothesis:  

1. As of July 2021, current CLOC customers have a combined $1.4 billion in outstanding with Ford Credit. If we process CLOCS faster, we will be able to approve more CLOCS, resulting in more business for FMCC.  

2. Creating our own web form will provide the flexibility to manipulate and better manage data input and integrations.  

A competitive analysis was also conducted to competitor apps and industry trends to gather insights.

  • Capital One is commercial banking that performs as Ford Credit's primary #1 direct competitor. I also studied other commercial banks: US Bank, Bank of America, PNC Bank and JPMorgan Chase.

  • I identified that the overall strength were offering line of credits can be funded as quickly and efficiently (as soon as the same business day) through a quick online application process. Generally, competitor’s strength were the capability of pushing out quick approval rates.

Validations:

  • Customers aren’t aligned with what needs to be uploaded regarding the correct financial statements

  • Customers assumed that irrelevant documents needed to be uploaded to supplement the required ones

  • Customers want more clarity on what certain fields are asking.

Frustrations:

  • I want to know the application approval progress; I don’t know what to anticipate after submitting

  • I have so many documents pertaining to sensitive records, I don’t know where to start

  • I have to answer multiple customer processing phone calls after already submitting a long application


Define

Research & Analysis: I conducted user interviews and surveys to understand the pain points and user needs. Additionally, interviewed internal Ford Customer Representatives to understand pain points.

Hypothesis:  

1. As of July 2021, current CLOC customers have a combined $1.4 billion in outstanding with Ford Credit. If we process CLOCS faster, we will be able to approve more CLOCS, resulting in more business for FMCC.  

2. Creating our own web form will provide the flexibility to manipulate and better manage data input and integrations.  

A competitive analysis was also conducted to competitor apps and industry trends to gather insights.

  • Capital One is commercial banking that performs as Ford Credit's primary #1 direct competitor. I also studied other commercial banks: US Bank, Bank of America, PNC Bank and JPMorgan Chase.

  • I identified that the overall strength were offering line of credits can be funded as quickly and efficiently (as soon as the same business day) through a quick online application process. Generally, competitor’s strength were the capability of pushing out quick approval rates.

Validations:

  • Customers aren’t aligned with what needs to be uploaded regarding the correct financial statements

  • Customers assumed that irrelevant documents needed to be uploaded to supplement the required ones

  • Customers want more clarity on what certain fields are asking.

Frustrations:

  • I want to know the application approval progress; I don’t know what to anticipate after submitting

  • I have so many documents pertaining to sensitive records, I don’t know where to start

  • I have to answer multiple customer processing phone calls after already submitting a long application


Define

User Flow:

User Flow:

User Flow:

Wireframing & Prototyping: I designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining based on user feedback. Afterward, I built a high-fidelity, interactive prototype to test the design

Wireframing & Prototyping: I designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining based on user feedback. Afterward, I built a high-fidelity, interactive prototype to test the design

Wireframing & Prototyping: I designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining based on user feedback. Afterward, I built a high-fidelity, interactive prototype to test the design

Reflections

Working on the CLOC project deepened my understanding of the financial challenges small business owners face. Designing a more transparent and efficient application experience allowed me to focus on reducing friction and providing immediate clarity at crucial decision points.