Creating a welcome experienced tailored to the auto consumer
Auto Loan Welcome Experience
The existing Ally app offered a generic welcome flow for all users, but it lacked personalization for new auto loan consumers. Our challenge was to design and develop a tailored welcome experience that would both guide new auto loan customers through critical onboarding steps and introduce them to the broader Ally ecosystem.
Challenge
Approach
I collaborated closely with business stakeholders, the app development team, and the internal UX group to define goals and requirements. We identified key onboarding actions—credential setup, enrolling in auto pay, and opting into paperless statements—that needed to be highlighted in the journey. We also integrated messaging to introduce consumers to Ally Bank’s broader financial offerings, ensuring the experience set the foundation for a long-term customer relationship.
To bring the vision to life, I designed a series of screens that created a step-by-step journey with a clear hierarchy of actions and engaging visuals. Our UX team built a working prototype that we used to present the flow to senior leadership. This prototype allowed stakeholders to experience the journey firsthand, helping secure buy-in and alignment across the business. Multiple iterations were made based on feedback from both leadership and internal testing, ensuring the design was both user-friendly and technically feasible.
The resulting experience transformed the generic welcome flow into a tailored onboarding path that met the specific needs of auto loan customers. The design not only streamlined critical account setup actions but also positioned Ally as a trusted partner for their broader financial journey. By presenting a working prototype, we were able to gain leadership approval and move the design into development with confidence and clarity.
Results
