Stratton Finance
Project Overview:
Stratton Finance is a leading Australian vehicle and asset finance broker that aimed to modernize its digital finance journey to streamline how Australians search, compare, and apply for vehicle and asset finance.
As the UX/UI Designer within Stratton’s product team, I worked on a comprehensive redesign of the online platform. This included revamping the customer-facing website and quote tools, improving the online loan application process, and enhancing the internal Salesforce broker platform with custom interface designs to support broker workflows. The work spanned user research, web and mobile interface design, and close collaboration with developers to deliver a more intuitive, user-centered experience for both customers and internal teams.
Design Challenge & Goals:
Stratton’s legacy tools struggled to keep up with user expectations—especially on mobile—and internal systems lacked cohesive UX. The challenge was to simplify the complex, multi-step finance journey while also improving the efficiency and usability of broker-facing systems within Salesforce.
Goals included:
- Increase lead conversion and form completion rates through improved public-facing UX.
- Improve internal broker experience by redesigning Salesforce interfaces for faster, clearer processing.
- Enhance self-service usability to reduce support calls.
- Ensure consistent branding and user experience across both customer and internal platforms.
- Integrate behavioral insights and accessibility standards into all UI.
- Maintain a scalable design system for rapid iteration across teams.
Process:
User Research & Analysis:
I interviewed customers to understand friction in the current experience and analyzed form abandonment data. For internal tools, our product team shadowed brokers using Salesforce and collected feedback on pain points—such as difficulty locating deal stages, inconsistent UI patterns, and visual clutter. These findings informed persona creation and prioritized workflows for redesign.
Experience Mapping:
Mapped the complete journey from landing on the site to post-application processing. For internal systems, we documented broker workflows from lead intake to final approval and post-sale actions. This dual mapping allowed for alignment between front-end and internal tools to ensure smooth handoff and better visibility across systems.
Wireframing & Prototyping:
- Customer-facing: Redesigned parts of the quote and application platform into a step-by-step journey, cutting user task time by 40%.
- Broker-facing (Salesforce): Created wireframes and clickable prototypes for custom Salesforce Lightning components tailored to how brokers work—simplified dashboards, grouped related fields, and used smart defaults to speed up data entry.
UI Design System:
- Led the development and maintenance of a scalable design system for consistent UI across both customer and broker tools.
- Applied WCAG-compliant color palette and typography across platforms.
- Designed UI elements optimized for mobile, desktop, and Salesforce Lightning interface constraints.
High-Fidelity Design & Iteration:
- Applied the design system across all key touchpoints, including Stratton’s homepage, loan comparison views, and internal broker dashboards.
- Delivered custom-designed Salesforce interfaces that improved clarity, reduced data entry errors, and visually organized multi-step processes.
- Incorporated broker feedback to refine layouts—e.g., creating collapsible deal sections, adding visual cues for application status, and color-coding pipeline stages.
- Updated forms with plain-language content and helpful microcopy, contributing to a measurable increase in completion rates.
Development & Handoff:
- Collaborated with developers in Agile sprints to implement both customer-facing UI and Salesforce Lightning customizations.
- Provided redlines, prototypes, and annotated specs for each component, ensuring pixel-perfect fidelity.
- Participated in QA and conducted user testing on quote and application form changes to test efficiency improvements.
Tools & Technologies:
- Figma (prototyping, design system management)
- Figma (journey mapping)
- Salesforce Lightning Design System (SLDS)
- Hotjar / Google Analytics (customer journey insights)
- Tableau (creating data analytics visualisations)
- Userbrain (Usability Testing)
Results:
- 10% increase in lead conversions through enhanced Salesforce-integrated UX.
- 40% reduction in user task time on the redesigned quote platform.
- 20% decrease in application form drop-offs, especially on mobile.
- Improved broker workflow efficiency with intuitive, custom-designed Salesforce Lightning components.
- Qualitative feedback praised the system as “clear and fast” across both customer and broker sides.