The raising
of the epic journey
Once the discovery is done, we found the digital lending platform fits between a business opportunity, prospect customer’s pain points, and thin-slicing that cut through almost all of the core business operations.
Krungsri Auto, the third-largest auto lease capital company in Thailand, embarked on the digital transformation with an expectation of building an ecosystem & platform, modernizing tech legacy, and applying Agile way of working.
Then, PromptStart becomes the beginning point in many aspects of the organization.
Dreamer’s failure in auto lending journey
Imagine that you spend years of financial savings to get closer to your dream car, then take around 30 to 90 days on average to drive away from the showroom. Unfortunately, most people jump into the lending process then fall into pitfalls such as the approval process, financial credit, unaffordable loans, and many cases that turn their determination to rejection.
Overwhelmed by many complex documents which they thought were correct, but not. Causing me to go back and forth many times to correct it.
The process was so long from unknowing of financial assessment, loan approval until booking my car.
Heartbroken once I found that I don’t have enough financial capability that forces me to give up on my dream automobile.
Lacking digital lending and booking automobile knowledge even passed it a couple of times, but it’s too long to remember or up to date.
Blending the gap between customer’s expectation and business limitation
Achieving the paradigm shift was a huge business challenge at the organizational level.
The critical research question relies on the show stopper and how customer decision-making process & criteria to answer go/no-go decision. By understanding customers’ expectations, we challenged related business units to respond and meet those gaps such as the loan amount, lead-time to financial, customer supporting model, etc. Hence, we focused on the following study field with 3 main approaches.
- Understanding customer expectation
- An experience from a customer's point of view.
- Do limitations of regulation & policy and dependency affect user satisfaction?
- Understanding task completion effort vs value perceiving
- Customer’s decision-making process
- Defining prospect personas and customer segmentation
The power of story by using storyboard, allows users to understand and imagine product vision in the context of use with the result.
User interview and usability testing with prototype after we tie all the mandatory flow together for risk, resistance, and expectation checking.
Data analysis of existing data to inform which helps us to break down customer segmentation and see the range of expected loans and power of purchasing.
