Easi
Designing an educational and engaging user experience that gets people excited about the benefits of novated leasing.
UX Planning Content design
Agency: Juicebox
Strategists: Leigh-Ann Gemson, Rhett Ardon
Designer: Nathan Cowley-Cooper
The brief
Easi is one of the fastest-growing salary packaging providers in Australia.
But competition is fierce, with more providers offering innovative products and lower prices.
Easi wanted to increase novated lease sign-ups, but recognised they needed to improve their customer experience to achieve this goal.
The onboarding process was confusing and frustrating, which led to user drop-offs and negatively impacted sales.
Easi knew it was time to invest in a new digital platform with a seamless and engaging user experience that got people excited about novated leasing an.
Deliverable
Create an end-to-end digital experience that educates, converts, and retains customers while reducing administration for Easi through automation.
The user groups
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Easi
Minimise human intervention, enabling faster customer conversion and improved operational efficiency through automated workflows.
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Customers
Communicate novated leasing benefits and tax savings information while generating excitement around car selection.
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Clients
Position Easi as a leading provider that helps companies attract top talent and strengthen their position as an employer of choice.
Our personas
Customer (Nisha)
Nisha is a nurse at a local hospital. She heard about the benefits of novated leasing from her colleagues and is interested in the prospect, but needs to know more about the tax implications and impact on take-home pay before making a decision.
Client (Ingrid)
Ingrid is the director of operations at a non-profit organisation, tasked with procuring a salary packaging service provider to enhance employee benefits. Ingrid wants her provider to deliver increased employee satisfaction and engagement once implemented.
The journeys
The Juicebox strategy, UX and design teams worked together to map out customer journeys through the following phases:
Awareness, understanding, consideration, decision, selection, all the way through to receiving the car and renewing the lease.
For each stage in the journey, we defined:
What customers were thinking and feeling
The touchpoints they would encounter
UX content required
The necessary technology
How we could measure success
Key opportunities and considerations
The content
I developed four content pillars to drive top-level content for the digital experience.
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Education
Easi needed more than a basic FAQ section to address customer concerns. The website had to clearly communicate how novated leasing worked, how it simplified car management, and how novated leasing helped customers save.
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Savings
Selling the savings beyond showy banners and clever headlines was an imperative. We developed a strategy that enables users to calculate their savings based on the car they desire, making the financial benefits more tangible.
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Lifestyle
Novated leasing is about more than driving a new car. Leasing makes car management easier for time-poor professionals who are sick of the drudgery of car maintenance. Creating a vision of a stress-free lifestyle would make novated leasing more compelling.
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New Cars
Our research revealed that a segment of eligible customers wanted to know what cars they could drive for less through a novated lease. For these users, Easi needed a dedicated page to tantalise their core desire of driving their dream car.
The sitemap
With user research and UX needs defined, I designed a sitemap that prioritises the four pillars above – educating eligible customers on novated leasing, promoting the benefits (saving and better lifestyle), and promoting the new cars available.
Choose your adventure
Users are funnelled through three main user journeys from the home page, depending on their desires – driving a new car, saving money or enjoying an easier life. Or they can learn more about novated leasing before making a decision.
Gamify leasing
We were inspired by how neobanks like Upbank gamify finances to reduce money stress. Rather than relying on abstract numerical statements like "You can save X amount," we designed an interactive sliding scale that reveals weekly costs and potential savings based on the car's price.
Calculate savings
A simple “Get a quote” wouldn't suffice for eligible customers. Easi needed a hook that targeted their core desire – savings. The main CTA “Calculate Savings” enticed users to select their dream car, then discover potential savings through leasing it.
Ready to drive
By this stage, the eligible customer understands the benefits of novated leasing and is excited about driving their new car. They’re then ready to click “Get pre-approval” or request a discounted quote.
The outcome
32% increase in quotes and enquiries
With multiple ways to calculate and personalise savings, Easi realised a significant increase in sales enquiries.
25% reduction in support tickets through AI
An AI-driven Chatbot assisted new and existing customers in getting answers faster and more effectively, reducing support dependency.