Simplifying car leasing for 6 different user segments of ORIX India
Simplifying car leasing for 6 different user segments of ORIX India
Simplifying car leasing for 6 different user segments of ORIX India
2021
2021
2021
E-commerce
E-commerce
Website
Website
Role
UX Designer
Skills
Discovery, User Research, Design Audits, Prototyping, Stakeholder Management, UI & Development hand-off
Team
Agency
1 Design Lead
1 UX Designer
2 UI Designers
Agency
1 Design Lead
1 UX Designer
2 UI Designers
Client
Regional Head
Leasing Head
Client
Regional Head
Leasing Head
OVERVIEW
OVERVIEW
ORIX India, a leader in business transportation solutions, wanted to expand its leasing services to retail customers but lacked an online platform—relying entirely on offline representatives, which limited customer reach and efficiency.
ORIX India, a leader in business transportation solutions, wanted to expand its leasing services to retail customers but lacked an online platform—relying entirely on offline representatives, which limited customer reach and efficiency.
ORIX India, a leader in business transportation solutions, wanted to expand its leasing services to retail customers but lacked an online platform—relying entirely on offline representatives, which limited customer reach and efficiency.
I worked on a digital platform that simplified the complex offline leasing process into an accessible online experience, with tailored interfaces for different user segments including corporate partners and car dealers to facilitate end-to-end applications.
I worked on a digital platform that simplified the complex offline leasing process into an accessible online experience, with tailored interfaces for different user segments including corporate partners and car dealers to facilitate end-to-end applications.
THE IMPACT
THE IMPACT
34%
34%
Increase in conversion rate
Increase in conversion rate
Increase in conversion rate
56%
56%
Decrease in application time
Decrease in application time
Decrease in application time
28%
28%
Decrease in application review times
Decrease in application review times
Decrease in application review times
Based on the first 4 months of website launch
Based on the first 4 months of website launch
CONSIDERATIONS
CONSIDERATIONS
The platform must be able to adapt to the goals and needs of the different user segments across B2B and B2C.
The platform must be able to adapt to the goals and needs of the different user segments across B2B and B2C.
Showcase the entire product catalog and financing options to help users make decisions efficiently
Showcase the entire product catalog and financing options to help users make decisions efficiently
Effectively guide the user and help them feel in control of a complex lease application process
Effectively guide the user and help them feel in control of a complex lease application process
IDENTIFYING USER SEGMENTS
IDENTIFYING USER SEGMENTS
Consumer
Consumer
Retail users
Individuals and private business owners
Individuals and private business owners
Corporate employees
Employees of companies that have a tie-up with ORIX
Employees of companies that have a tie-up with ORIX
Administrative
Administrative
OEM (Original equipment manufacturers)
Car Manufacturers that have tie-ups with ORIX
Car Manufacturers that have tie-ups with ORIX
Corporate coordinators
Coordinators at companies that have tie ups with ORIX
Coordinators at companies that have tie ups with ORIX
Promoters
Promoters
Showrooms partners
Car brand specific showrooms
Car brand specific showrooms
Each of these user segments had distinct goals and needs on the platform, with minimal overlap.
Each of these user segments had distinct goals and needs on the platform, with minimal overlap.
USER SPECIFIC SITEMAPS
USER SPECIFIC SITEMAPS
We created 6 different site maps to cover all the user segments to reduce cognitive overload and give them information and features that were relevant to their goals and tasks
We created 6 different site maps to cover all the user segments to reduce cognitive overload and give them information and features that were relevant to their goals and tasks
Guest user
Guest user
Retail user
Retail user
Corporate employee
Corporate employee
Corporate coordinator
Corporate coordinator
Showroom partner
Showroom partner
OEM (Manufacturer)
OEM (Manufacturer)
OUTLINING A SIMPLE PROCESS
OUTLINING A SIMPLE PROCESS
We simplified the process into 5 major steps that would not overwhelm the user and increase the platform’s conversion rate
We simplified the process into 5 major steps that would not overwhelm the user and increase the platform’s conversion rate
Search car
Choose your car, compare lease rentals & generate a quotation
Upload documents
Upload your documents on the platform
Credit check
Online credit bureau & eligibility check for faster Approval
Document execution
e-Sign your lease agreement & other related documents
Delivery
Pay security deposit, fees and schedule your car for delivery
Optimized search directly from the homepage
Optimized search directly from the homepage
Optimized search directly from the homepage
Increased visibility of the search bar and quick filters to help users easily find the best transportation options for their needs. This also helped increase conversion of new customers
Increased visibility of the search bar and quick filters to help users easily find the best transportation options for their needs. This also helped increase conversion of new customers
Increased visibility of the search bar and quick filters to help users easily find the best transportation options for their needs. This also helped increase conversion of new customers
Matching users with their ideal car and lease plan
Matching users with their ideal car and lease plan
Matching users with their ideal car and lease plan
Highlighting the most important specifications of the car in the listing page itself and filters to browse easily through the catalog. Ability to compare cars to find the most suitable deal
Highlighting the most important specifications of the car in the listing page itself and filters to browse easily through the catalog. Ability to compare cars to find the most suitable deal
Highlighting the most important specifications of the car in the listing page itself and filters to browse easily through the catalog. Ability to compare cars to find the most suitable deal
Simplified application process
Simplified application process
Simplified application process
Improved application experience by grouping similar steps and displaying the progress for users to follow through easily. Offline steps converted to digital to reduce approval time
Improved application experience by grouping similar steps and displaying the progress for users to follow through easily. Offline steps converted to digital to reduce approval time
Improved application experience by grouping similar steps and displaying the progress for users to follow through easily. Offline steps converted to digital to reduce approval time
Overwhelming number of steps, lack of clarity on wait times, use of corporate language, lack of system feedback
Visibility of steps and progress, grouped steps and inputs to reduce cognitive load, constant updates in the summary based on user's inputs
Easy lease management for all types of users
Easy lease management for all types of users
Easy lease management for all types of users
All the user segments can stay updated on their lease, make service requests and receive notifications from ORIX for any actions that need to be taken
All the user segments can stay updated on their lease, make service requests and receive notifications from ORIX for any actions that need to be taken
All the user segments can stay updated on their lease, make service requests and receive notifications from ORIX for any actions that need to be taken
REFLECTIONS
REFLECTIONS
The value of a UX Design System
The value of a UX Design System
The value of a UX Design System
Creating over 500 wireframes revealed the efficiency of using a design system with standardized text styles, greyscales, and components, making it easier to design screens and implement changes consistently.
Creating over 500 wireframes revealed the efficiency of using a design system with standardized text styles, greyscales, and components, making it easier to design screens and implement changes consistently.
Creating over 500 wireframes revealed the efficiency of using a design system with standardized text styles, greyscales, and components, making it easier to design screens and implement changes consistently.
Collaborating for a complete user experience
Collaborating for a complete user experience
Collaborating for a complete user experience
User experience extends beyond journeys and wireframes; it includes visual design, clear copy, and engaging interactions. I worked closely with the UI team to ensure we delivered a cohesive and functional end-to-end experience, using prototypes to demonstrate flows.
User experience extends beyond journeys and wireframes; it includes visual design, clear copy, and engaging interactions. I worked closely with the UI team to ensure we delivered a cohesive and functional end-to-end experience, using prototypes to demonstrate flows.
User experience extends beyond journeys and wireframes; it includes visual design, clear copy, and engaging interactions. I worked closely with the UI team to ensure we delivered a cohesive and functional end-to-end experience, using prototypes to demonstrate flows.
Communicating User-Centered design principles to the client
Communicating User-Centered design principles to the client
Communicating User-Centered design principles to the client
When client ideas conflicted with user experience (e.g., avoiding a step-by-step form), I executed as requested but later advocated for user-friendly changes. With my manager's support, we emphasized user priorities and reached a balanced solution with the client.
When client ideas conflicted with user experience (e.g., avoiding a step-by-step form), I executed as requested but later advocated for user-friendly changes. With my manager's support, we emphasized user priorities and reached a balanced solution with the client.
When client ideas conflicted with user experience (e.g., avoiding a step-by-step form), I executed as requested but later advocated for user-friendly changes. With my manager's support, we emphasized user priorities and reached a balanced solution with the client.
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025