Designing an all-in-one automotive lease platform
Year
2024
My role
UX Design - Branding - Product Strategy
Market & Context
Before launching the full featured platform we had already validated the core concept with an initial MVP, acting as a financial lease intermediary for the Dutch automotive sector. We successfully connected car dealerships with partner banks, streamlining document submission and increasing approval chances by selecting the most suitable lender. This initial success, growing ARR significantly even before the full platform launch, highlighted a clear market need.
Recognizing this gap, the ambition extended far beyond being just an intermediary. The vision was to build a comprehensive, all-in-one SaaS platform designed to serve the entire automotive lease ecosystem
Process & Solution
Creating an all-in-one platform that could serve every stakeholder in the automotive lease ecosystem required a systematic approach. We focused on understanding user needs, streamlining workflows, and creating intuitive interfaces.
Our process involved six key steps that allowed us to develop a comprehensive solution addressing the specific challenges we identified.
Intro & Methodology
Getting to know what each user group really needs was key to creating a platform that simplified the tricky car leasing process.
In our fast-paced startup world, we didn't have a lot of time or resources for formal research, so we leaned on our Product Owner's market know-how and the valuable insights we picked up from chatting regularly with our Admin team and car dealers. This laid-back research style gave us a solid, if a bit messy, grasp of the real challenges and needs out there, helping us to direct our design efforts where they mattered most.
Understanding the User
We mainly focused on the Car Dealer. We found out they work under a lot of time pressure and often deal with customers right on the showroom floor. Their main needs were Speed (getting quick quotes), Intuitiveness (being easy to use for different tech skills), and Flexibility (being able to change commissions quickly).
Feedback pointed out some pain points like having to enter data manually. ("Typing on an iPad is annoying") and the wish for smooth data integration into their current CRM/DMS systems ("...only if my data is automatically synced...").
This user group directly drove the development of the optimized onboarding flow and the flexible commission calculator.
Other Key Users
While dealers played a big role, the platform's success also hinged on the Entrepreneur (End User), who really appreciated a quick, hassle-free process with less paperwork and straightforward communication.
Plus, the Brelli Admin team needed things to run smoothly, accurately, and wanted a good overview to handle backend operations and keep important dealer relationships alive through regular phone chats. Grasping these connected needs was key to creating balanced workflows and effective communication tools in the platform.
Tying it all together
Design Principles
Guided by the principles of minimizing user input, ensuring clarity across devices, and providing dealers with necessary flexibility, the final design solutions took shape.
The following section presents the polished user interfaces for critical workflows like white label inventory, application detail, and dashboard overview, alongside elements of the developed brand identity that ties the experience together.
Dealer inventory embed (hi fidelity wireframe)
Brand Identity Bento
Logo Deconstructed
Landing Page Design
Dashboard
Application Inbox Detail View
Email Client