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Redesigning Car Buying Experience
Maybank’s MAE app, with over 10 million active users — lets customers browse and purchase vehicles, apply for a loan, and receive instant approval.
Prototype Link
Problem Statement
The car buying journey in Malaysia remains fragmented, time-consuming, and overwhelming—particularly for first-time buyers. Consumers often need to switch between multiple platforms to browse vehicles, compare prices, apply for financing, and check loan approvals. Despite the increasing shift to digital banking and e-commerce, car loan applications still involve complex paperwork, inconsistent eligibility information, and limited transparency on rates or approval timelines.
Moreover, buyers often face anxiety due to unclear monthly repayment estimates, hidden costs (like insurance, road tax, and down payment), and a lack of real-time application status updates. For many users, especially the younger generation who expect fast, mobile-first solutions, the current car buying and financing process does not meet modern expectations for convenience, speed, or clarity.
Objectives & Goals
User Goals :
- Simplify the car buying and financing journey
- Improve transparency around loan eligibility and repayments
- Reduce user confusion and drop-offs during the application process
- Help users make informed financial decisions with confidence
Business Goals :
- Increase car loan application volume and approval rate
- Improve customer experience within the MAE app to boost engagement
- Reduce manual processing and support enquiries through clearer self-service
- Strengthen Maybank’s position as the preferred digital-first auto financing provider in Malaysia
Design Process
Surveys & Interviews
We conducted user interviews and surveys to better understand the motivations, behaviours, and pain points of customers involved in the car-buying process. The goal was to identify distinct user types and uncover unmet needs that could inform design decisions.
To gain a comprehensive understanding of the car buying journey, we conducted both surveys and in-depth user interviews targeting two distinct user segments:
- Users who have purchased a car, and
- Users who have not yet purchased a car.
Surveys
We designed two separate surveys tailored to each user group to ensure relevance and clarity of insights.
- For users who had already purchased a car, we focused on understanding their overall experience—what went well, what pain points they encountered, and how the digital loan process could be improved.
- For users who had not yet purchased a car, we explored their expectations, existing knowledge about the car-buying and loan application process, and potential concerns or barriers they anticipated when financing through a bank.
This dual approach allowed us to compare real experiences against expectations and identify key gaps and opportunities for improvement in the user journey.
User Interviews
Following the surveys, we conducted one-on-one interviews with participants from both segments to dive deeper into their motivations, behaviors, and emotions.
- With car owners, we explored specific friction points in their end-to-end journey and identified unmet needs.
- With first-time buyers, we focused on understanding their thought process, decision-making criteria, and any confusion or anxieties around applying for a car loan.
These interviews provided rich, qualitative insights that informed key design decisions and helped ensure the solution addressed real user needs across both groups
User Survey Details
60
Questions
Given
1686
Participants
Age Range
Gen Z (18 - 24 yrs)
Gen Y (25 - 39 yrs)
Gen X (39 - 54 yrs)
User Interview Details
3 Days
14th, 15th, 18th
April 2022
12
Consumer
Interviewed
Age Range
Gen Z (18 - 24 yrs) - 5 Participants
Gen Y (25 - 39 yrs) - 4 Participants
Gen X (39 - 54 yrs) - 3 Participants
Affinity Mapping & Feedback
To synthesize insights from over 1,600 survey responses and 12 user interviews, we conducted affinity mapping to identify recurring user pain points in the car buying and financing journey. Customers find the process time-consuming, particularly due to complex steps and excessive paperwork. First-time buyers often feel overwhelmed by unclear information and documentation requirements. Additionally, delays or a lack of timely updates on interest rates and loan status contribute to user frustration and confusion, highlighting the need for a more transparent and streamlined experience.
Time Consuming
- The car purchasing process from dealer to financing application were viewed to be time consuming.
- Ultimately, customer simply seek for a process that are efficient and less troublesome in order to shorten the time needed to complete a car purchase.
Overwhelming Information & Application Process
- First-time buyers feel overwhelmed with the information they receive.
- Confused by the amount of document to be sign and understand.
Timely Updates
- Eventually, customer look for up-to-date notifications for all aspects ranging from latest/lowest interest rate, promotion rates to loan application statuses.
- Any delay in these process will cause inconvenience and confusion to the customers.
Competitive Analysis
Malaysia has several car marketplaces (Mudah, Carlist, Carsome, etc.), each offering different features like listings, inspections, and reviews. However, none offer a fully trusted, end-to-end car buying and financing experience.
While there are multiple comprehensive car marketplaces in Malaysia, none are fully trusted. This presents an opportunity for Maybank to be a trusted partner in this space.
Gaps Identified
- Lack of financial trust — Most platforms don’t offer direct, bank-backed financing.
- Fragmented journeys — Users must jump between apps to browse, apply for loans, and track status.
- Low buyer confidence — Private listings and unclear costs create uncertainty, especially for first-time buyers.h allowed us to compare real experiences against expectations and identify key gaps and opportunities for improvement in the user journey.
Opportunity for Maybank
Maybank can become the trusted partner in this space by:
- Offering a seamless, all-in-one journey (browse → apply → track) within the MAE app
- Leveraging its brand to deliver transparent, instant loan experiences
- Bridging the gap between marketplace browsing and secure financing
Needs
MAE app needed a comprehensive and user-centric car-buying feature to address these pain points.
Key objectives included:
- Simplifying the process of browsing and comparing cars with detailed and interactive visuals.
- Transparency: Clear breakdown of costs involved (e.g. interest rate, down payment, monthly installments, road tax, insurance).
- Faster Processing: A quicker loan approval process without repeated documentation.
- Digital Integration: A seamless digital journey from car selection to loan approval without needing to visit the branch.
- Loan Management Visibility: A simple way to view and manage their loan status, repayment schedule, and remaining balance through the banking app.
- Offering clear and actionable steps for key milestones such as booking test drives, applying for loans, and securing ownership.
User Persona
From this research, we developed key personas that reflect real customer challenges—such as lack of guidance, uncertainty about loan eligibility, and difficulty navigating digital and dealership experiences. These personas served as a foundation for building more empathetic and user-focused solutions
As Is Journeys
Mapping the current experience helped us visualise what users go through—from researching vehicles to securing financing. Our findings revealed that users often rely on multiple disconnected sources, face unclear application steps, and lack timely updates throughout the process. This fragmented experience highlighted opportunities to streamline the journey, reduce cognitive load, and design a more intuitive, end-to-end car buying experience within the bank’s digital ecosystem.
Wireframes
To translate research insights into actionable design, I created wireframes to explore the layout, structure, and flow of the car buying and financing journey within the MAE app. Wireframes allowed me to visualise and test the overall user experience early in the process—focusing on functionality, navigation, and content hierarchy without being distracted by visual details. This step helped align stakeholders, validate key user flows, and quickly iterate before moving into high-fidelity UI design.
Final Design & Prototyping
After creating wireframes and validating the user flow with both the team and stakeholders, I proceeded to develop the final high-fidelity design. The redesigned experience is built around a car marketplace fully integrated within the MAE app. Users can seamlessly browse verified new and used cars, view detailed pricing, specifications, and compare options—all in one place.
Based on insights from user research and usability testing, the design also includes key features to address major pain points: users can easily book a test drive, check loan eligibility through a quick pre-approval flow, and receive real-time updates on their loan application status. This end-to-end journey was designed to reduce friction, build trust, and empower users—especially first-time buyers—with the confidence and convenience to complete their car buying journey entirely within a trusted digital banking environment.
Usability Testing
To validate the effectiveness and usability of the redesigned journey, I conducted usability testing with a group of target users, including both first-time and experienced car buyers. The goal was to observe how users interacted with the prototype, identify pain points, and assess whether the new flow reduced confusion, improved clarity around financing, and simplified decision-making. Key feedback led to refinements in form layout, button placement, and clearer loan summary screens—ensuring the experience felt intuitive, trustworthy, and easy to complete within the MAE app.
The results were promising—participants achieved an 85% success rate across all tested scopes, indicating strong usability. Users responded positively to the simplified flow and clear loan breakdown, noting that the redesigned experience felt more structured, trustworthy, and easy to navigate. Many participants expressed that they would consider using the solution in a real scenario, as it would greatly help them make more confident decisions during the car buying process.
Final Design
After creating wireframes and validating the user flow with both the team and stakeholders, I proceeded to develop the final high-fidelity design. The redesigned experience is built around a car marketplace fully integrated within the MAE app. Users can seamlessly browse verified new and used cars, view detailed pricing, specifications, and compare options—all in one place.
Based on insights from user research and usability testing, the design also includes key features to address major pain points: users can easily book a test drive, check loan eligibility through a quick pre-approval flow, and receive real-time updates on their loan application status. This end-to-end journey was designed to reduce friction, build trust, and empower users—especially first-time buyers—with the confidence and convenience to complete their car buying journey entirely within a trusted digital banking environment.
Car Section Homepage
Users are first introduced to the homepage of the ‘Car’ feature within the MAE app—a central hub that provides a seamless starting point for their car buying journey. The homepage features a mini menu with quick access to key functions such as Browse Cars, Compare Cars, Loan Calculator, and more.
To keep users informed, the screen highlights newly launched and upcoming vehicles, helping them stay updated with the latest car models in the market. Most car listings display the On-The-Road (OTR) price, which includes road tax and insurance—removing the need for users to calculate these costs manually and offering full transparency on actual financial commitments.
Additionally, users can search for specific cars and view the status of any cars they’ve recently booked or purchased, all from one convenient interface. This homepage was designed to reduce effort, improve clarity, and give users a complete overview of their car buying journey within a trusted banking app environment.
Browse Cars
When users enter the ‘Browse Cars’ section, they are taken to a curated car listing page where they can explore a wide range of available vehicles. Users can search for specific car models or browse freely through the listings based on their interests.
To help users narrow down their choices, the screen includes smart filters that allow them to sort by brand, car type, specifications, and price range. This feature was designed to make the browsing experience more efficient and tailored, helping users easily find cars that match their preferences and budget.
Car Detail Page
When users select a car from the listing, they are taken to the Car Details Page, where they can explore comprehensive information about the vehicle. This includes specifications such as engine size, transmission type, fuel efficiency, and more—along with images, videos, and a brief summary to help users better understand the car.
The page is designed to support the research phase, giving users the confidence to make informed decisions. Key actions are also available here, such as comparing specs and prices with other cars, checking loan eligibility, booking a test drive, or even proceeding with the purchase, all from within the app.
Booking Test Drive
Users can easily book a test drive directly through the app by selecting their preferred dealership, choosing a convenient time slot, and even selecting a specific sales advisor if available. Once submitted, Maybank will coordinate the test drive booking with the chosen dealership on behalf of the user. This feature streamlines the process, removes the need for manual follow-ups, and provides a more convenient and connected experience for users exploring car options.
Post–Test Drive Follow-up & Instant Loan Application
After the test drive, users receive a notification prompting them to rate their experience, helping us improve service quality across dealerships. At the same time, they are given a convenient option to apply for a loan for the car they just test drove.
Since users are existing Maybank customers, most of their information is already available in the system. This allows them to submit only a few additional fields, making the process quick and hassle-free. Once submitted, they receive an instant pre-approval decision, and Maybank proceeds to coordinate directly with the dealership to complete the car purchase process—making the transition from test drive to ownership smoother than ever.
Financing Approval & Digital Agreement
Once the loan application is approved, users will receive the final financing offer directly in the app. They still have the freedom to accept or decline the offer based on the approved amount and terms. If they choose to proceed, they can digitally sign the financing agreement within the MAE app—eliminating the need to meet with a banker or car dealer in person. This improves convenience, saves time, and removes a major friction point in the traditional car financing process
Car Collection Tracking
Once the loan is approved and finalised, users can track the status of their car collection directly within the MAE app. Dealerships can update the status in real time—whether the car is being prepared, ready for collection, or scheduled for delivery.
This feature addresses a key user pain point: previously, car buyers had to manually contact dealers for updates, often facing delays or unclear communication. With in-app tracking, users stay informed and in control, making the final stage of the car buying journey more transparent and stress-free.
About Me
Back to homepage
Redesigning Car Buying Experience
Maybank’s MAE app, with over 10 million active users — lets customers browse and purchase vehicles, apply for a loan, and receive instant approval.
Prototype Link
Problem Statement
The car buying journey in Malaysia remains fragmented, time-consuming, and overwhelming—particularly for first-time buyers. Consumers often need to switch between multiple platforms to browse vehicles, compare prices, apply for financing, and check loan approvals. Despite the increasing shift to digital banking and e-commerce, car loan applications still involve complex paperwork, inconsistent eligibility information, and limited transparency on rates or approval timelines.
Moreover, buyers often face anxiety due to unclear monthly repayment estimates, hidden costs (like insurance, road tax, and down payment), and a lack of real-time application status updates. For many users, especially the younger generation who expect fast, mobile-first solutions, the current car buying and financing process does not meet modern expectations for convenience, speed, or clarity.
Objectives & Goals
User Goals :
- Simplify the car buying and financing journey
- Improve transparency around loan eligibility and repayments
- Reduce user confusion and drop-offs during the application process
- Help users make informed financial decisions with confidence
Business Goals :
- Increase car loan application volume and approval rate
- Improve customer experience within the MAE app to boost engagement
- Reduce manual processing and support enquiries through clearer self-service
- Strengthen Maybank’s position as the preferred digital-first auto financing provider in Malaysia
Design Process
Surveys & Interviews
We conducted user interviews and surveys to better understand the motivations, behaviours, and pain points of customers involved in the car-buying process. The goal was to identify distinct user types and uncover unmet needs that could inform design decisions.
To gain a comprehensive understanding of the car buying journey, we conducted both surveys and in-depth user interviews targeting two distinct user segments:
- Users who have purchased a car, and
- Users who have not yet purchased a car.
Surveys
We designed two separate surveys tailored to each user group to ensure relevance and clarity of insights.
- For users who had already purchased a car, we focused on understanding their overall experience—what went well, what pain points they encountered, and how the digital loan process could be improved.
- For users who had not yet purchased a car, we explored their expectations, existing knowledge about the car-buying and loan application process, and potential concerns or barriers they anticipated when financing through a bank.
This dual approach allowed us to compare real experiences against expectations and identify key gaps and opportunities for improvement in the user journey.
User Interviews
Following the surveys, we conducted one-on-one interviews with participants from both segments to dive deeper into their motivations, behaviors, and emotions.
- With car owners, we explored specific friction points in their end-to-end journey and identified unmet needs.
- With first-time buyers, we focused on understanding their thought process, decision-making criteria, and any confusion or anxieties around applying for a car loan.
These interviews provided rich, qualitative insights that informed key design decisions and helped ensure the solution addressed real user needs across both groups
User Survey Details
60
Questions
Given
1686
Participants
Age Range
Gen Z (18 - 24 yrs)
Gen Y (25 - 39 yrs)
Gen X (39 - 54 yrs)
User Interview Details
3 Days
14th, 15th, 18th
April 2022
12
Consumer
Interviewed
Age Range
Gen Z (18 - 24 yrs) - 5 Participants
Gen Y (25 - 39 yrs) - 4 Participants
Gen X (39 - 54 yrs) - 3 Participants
Affinity Mapping & Feedback
To synthesize insights from over 1,600 survey responses and 12 user interviews, we conducted affinity mapping to identify recurring user pain points in the car buying and financing journey. Customers find the process time-consuming, particularly due to complex steps and excessive paperwork. First-time buyers often feel overwhelmed by unclear information and documentation requirements. Additionally, delays or a lack of timely updates on interest rates and loan status contribute to user frustration and confusion, highlighting the need for a more transparent and streamlined experience.
Time Consuming
- The car purchasing process from dealer to financing application were viewed to be time consuming.
- Ultimately, customer simply seek for a process that are efficient and less troublesome in order to shorten the time needed to complete a car purchase.
Overwhelming Information & Application Process
- First-time buyers feel overwhelmed with the information they receive.
- Confused by the amount of document to be sign and understand.
Timely Updates
- Eventually, customer look for up-to-date notifications for all aspects ranging from latest/lowest interest rate, promotion rates to loan application statuses.
- Any delay in these process will cause inconvenience and confusion to the customers.
Competitive Analysis
Malaysia has several car marketplaces (Mudah, Carlist, Carsome, etc.), each offering different features like listings, inspections, and reviews. However, none offer a fully trusted, end-to-end car buying and financing experience.
While there are multiple comprehensive car marketplaces in Malaysia, none are fully trusted. This presents an opportunity for Maybank to be a trusted partner in this space.
Gaps Identified
- Lack of financial trust — Most platforms don’t offer direct, bank-backed financing.
- Fragmented journeys — Users must jump between apps to browse, apply for loans, and track status.
- Low buyer confidence — Private listings and unclear costs create uncertainty, especially for first-time buyers.h allowed us to compare real experiences against expectations and identify key gaps and opportunities for improvement in the user journey.
Opportunity for Maybank
Maybank can become the trusted partner in this space by:
- Offering a seamless, all-in-one journey (browse → apply → track) within the MAE app
- Leveraging its brand to deliver transparent, instant loan experiences
- Bridging the gap between marketplace browsing and secure financing
Needs
MAE app needed a comprehensive and user-centric car-buying feature to address these pain points.
Key objectives included:
- Simplifying the process of browsing and comparing cars with detailed and interactive visuals.
- Transparency: Clear breakdown of costs involved (e.g. interest rate, down payment, monthly installments, road tax, insurance).
- Faster Processing: A quicker loan approval process without repeated documentation.
- Digital Integration: A seamless digital journey from car selection to loan approval without needing to visit the branch.
- Loan Management Visibility: A simple way to view and manage their loan status, repayment schedule, and remaining balance through the banking app.
- Offering clear and actionable steps for key milestones such as booking test drives, applying for loans, and securing ownership.
User Persona
From this research, we developed key personas that reflect real customer challenges—such as lack of guidance, uncertainty about loan eligibility, and difficulty navigating digital and dealership experiences. These personas served as a foundation for building more empathetic and user-focused solutions
As Is Journeys
Mapping the current experience helped us visualise what users go through—from researching vehicles to securing financing. Our findings revealed that users often rely on multiple disconnected sources, face unclear application steps, and lack timely updates throughout the process. This fragmented experience highlighted opportunities to streamline the journey, reduce cognitive load, and design a more intuitive, end-to-end car buying experience within the bank’s digital ecosystem.
Wireframes
To translate research insights into actionable design, I created wireframes to explore the layout, structure, and flow of the car buying and financing journey within the MAE app. Wireframes allowed me to visualise and test the overall user experience early in the process—focusing on functionality, navigation, and content hierarchy without being distracted by visual details. This step helped align stakeholders, validate key user flows, and quickly iterate before moving into high-fidelity UI design.
Final Design & Prototyping
After creating wireframes and validating the user flow with both the team and stakeholders, I proceeded to develop the final high-fidelity design. The redesigned experience is built around a car marketplace fully integrated within the MAE app. Users can seamlessly browse verified new and used cars, view detailed pricing, specifications, and compare options—all in one place.
Based on insights from user research and usability testing, the design also includes key features to address major pain points: users can easily book a test drive, check loan eligibility through a quick pre-approval flow, and receive real-time updates on their loan application status. This end-to-end journey was designed to reduce friction, build trust, and empower users—especially first-time buyers—with the confidence and convenience to complete their car buying journey entirely within a trusted digital banking environment.
Usability Testing
To validate the effectiveness and usability of the redesigned journey, I conducted usability testing with a group of target users, including both first-time and experienced car buyers. The goal was to observe how users interacted with the prototype, identify pain points, and assess whether the new flow reduced confusion, improved clarity around financing, and simplified decision-making. Key feedback led to refinements in form layout, button placement, and clearer loan summary screens—ensuring the experience felt intuitive, trustworthy, and easy to complete within the MAE app.
The results were promising—participants achieved an 85% success rate across all tested scopes, indicating strong usability. Users responded positively to the simplified flow and clear loan breakdown, noting that the redesigned experience felt more structured, trustworthy, and easy to navigate. Many participants expressed that they would consider using the solution in a real scenario, as it would greatly help them make more confident decisions during the car buying process.
Final Design
After creating wireframes and validating the user flow with both the team and stakeholders, I proceeded to develop the final high-fidelity design. The redesigned experience is built around a car marketplace fully integrated within the MAE app. Users can seamlessly browse verified new and used cars, view detailed pricing, specifications, and compare options—all in one place.
Based on insights from user research and usability testing, the design also includes key features to address major pain points: users can easily book a test drive, check loan eligibility through a quick pre-approval flow, and receive real-time updates on their loan application status. This end-to-end journey was designed to reduce friction, build trust, and empower users—especially first-time buyers—with the confidence and convenience to complete their car buying journey entirely within a trusted digital banking environment.
Car Section Homepage
Users are first introduced to the homepage of the ‘Car’ feature within the MAE app—a central hub that provides a seamless starting point for their car buying journey. The homepage features a mini menu with quick access to key functions such as Browse Cars, Compare Cars, Loan Calculator, and more.
To keep users informed, the screen highlights newly launched and upcoming vehicles, helping them stay updated with the latest car models in the market. Most car listings display the On-The-Road (OTR) price, which includes road tax and insurance—removing the need for users to calculate these costs manually and offering full transparency on actual financial commitments.
Additionally, users can search for specific cars and view the status of any cars they’ve recently booked or purchased, all from one convenient interface. This homepage was designed to reduce effort, improve clarity, and give users a complete overview of their car buying journey within a trusted banking app environment.
Browse Cars
When users enter the ‘Browse Cars’ section, they are taken to a curated car listing page where they can explore a wide range of available vehicles. Users can search for specific car models or browse freely through the listings based on their interests.
To help users narrow down their choices, the screen includes smart filters that allow them to sort by brand, car type, specifications, and price range. This feature was designed to make the browsing experience more efficient and tailored, helping users easily find cars that match their preferences and budget.
Car Detail Page
When users select a car from the listing, they are taken to the Car Details Page, where they can explore comprehensive information about the vehicle. This includes specifications such as engine size, transmission type, fuel efficiency, and more—along with images, videos, and a brief summary to help users better understand the car.
The page is designed to support the research phase, giving users the confidence to make informed decisions. Key actions are also available here, such as comparing specs and prices with other cars, checking loan eligibility, booking a test drive, or even proceeding with the purchase, all from within the app.
Booking Test Drive
Users can easily book a test drive directly through the app by selecting their preferred dealership, choosing a convenient time slot, and even selecting a specific sales advisor if available. Once submitted, Maybank will coordinate the test drive booking with the chosen dealership on behalf of the user. This feature streamlines the process, removes the need for manual follow-ups, and provides a more convenient and connected experience for users exploring car options.
Post–Test Drive Follow-up & Instant Loan Application
After the test drive, users receive a notification prompting them to rate their experience, helping us improve service quality across dealerships. At the same time, they are given a convenient option to apply for a loan for the car they just test drove.
Since users are existing Maybank customers, most of their information is already available in the system. This allows them to submit only a few additional fields, making the process quick and hassle-free. Once submitted, they receive an instant pre-approval decision, and Maybank proceeds to coordinate directly with the dealership to complete the car purchase process—making the transition from test drive to ownership smoother than ever.
Financing Approval & Digital Agreement
Once the loan application is approved, users will receive the final financing offer directly in the app. They still have the freedom to accept or decline the offer based on the approved amount and terms. If they choose to proceed, they can digitally sign the financing agreement within the MAE app—eliminating the need to meet with a banker or car dealer in person. This improves convenience, saves time, and removes a major friction point in the traditional car financing process
Car Collection Tracking
Once the loan is approved and finalised, users can track the status of their car collection directly within the MAE app. Dealerships can update the status in real time—whether the car is being prepared, ready for collection, or scheduled for delivery.
This feature addresses a key user pain point: previously, car buyers had to manually contact dealers for updates, often facing delays or unclear communication. With in-app tracking, users stay informed and in control, making the final stage of the car buying journey more transparent and stress-free.
About Me
Back To Home Page
Redesigning Car Buying Experience
Maybank’s MAE app, with over 10 million active users — lets customers browse and purchase vehicles, apply for a loan, and receive instant approval.
Prototype Link
Problem Statement
The car buying journey in Malaysia remains fragmented, time-consuming, and overwhelming—particularly for first-time buyers. Consumers often need to switch between multiple platforms to browse vehicles, compare prices, apply for financing, and check loan approvals. Despite the increasing shift to digital banking and e-commerce, car loan applications still involve complex paperwork, inconsistent eligibility information, and limited transparency on rates or approval timelines.
Moreover, buyers often face anxiety due to unclear monthly repayment estimates, hidden costs (like insurance, road tax, and down payment), and a lack of real-time application status updates. For many users, especially the younger generation who expect fast, mobile-first solutions, the current car buying and financing process does not meet modern expectations for convenience, speed, or clarity.
Objectives & Goals
User Goals :
- Simplify the car buying and financing journey
- Improve transparency around loan eligibility and repayments
- Reduce user confusion and drop-offs during the application process
- Help users make informed financial decisions with confidence
Business Goals :
- Increase car loan application volume and approval rate
- Improve customer experience within the MAE app to boost engagement
- Reduce manual processing and support enquiries through clearer self-service
- Strengthen Maybank’s position as the preferred digital-first auto financing provider in Malaysia
Design Process
Surveys & Interviews
We conducted user interviews and surveys to better understand the motivations, behaviours, and pain points of customers involved in the car-buying process. The goal was to identify distinct user types and uncover unmet needs that could inform design decisions.
To gain a comprehensive understanding of the car buying journey, we conducted both surveys and in-depth user interviews targeting two distinct user segments:
- Users who have purchased a car, and
- Users who have not yet purchased a car.
Surveys
We designed two separate surveys tailored to each user group to ensure relevance and clarity of insights.
- For users who had already purchased a car, we focused on understanding their overall experience—what went well, what pain points they encountered, and how the digital loan process could be improved.
- For users who had not yet purchased a car, we explored their expectations, existing knowledge about the car-buying and loan application process, and potential concerns or barriers they anticipated when financing through a bank.
This dual approach allowed us to compare real experiences against expectations and identify key gaps and opportunities for improvement in the user journey.
User Interviews
Following the surveys, we conducted one-on-one interviews with participants from both segments to dive deeper into their motivations, behaviors, and emotions.
- With car owners, we explored specific friction points in their end-to-end journey and identified unmet needs.
- With first-time buyers, we focused on understanding their thought process, decision-making criteria, and any confusion or anxieties around applying for a car loan.
These interviews provided rich, qualitative insights that informed key design decisions and helped ensure the solution addressed real user needs across both groups
User Survey Details
60
Questions
Given
1686
Participants
Age Range
Gen Z (18 - 24 yrs)
Gen Y (25 - 39 yrs)
Gen X (39 - 54 yrs)
User Interview Details
3 Days
14th, 15th, 18th
April 2022
12
Consumer
Interviewed
Age Range
Gen Z (18 - 24 yrs) - 5 Participants
Gen Y (25 - 39 yrs) - 4 Participants
Gen X (39 - 54 yrs) - 3 Participants
Affinity Mapping & Feedback
To synthesize insights from over 1,600 survey responses and 12 user interviews, we conducted affinity mapping to identify recurring user pain points in the car buying and financing journey. Customers find the process time-consuming, particularly due to complex steps and excessive paperwork. First-time buyers often feel overwhelmed by unclear information and documentation requirements. Additionally, delays or a lack of timely updates on interest rates and loan status contribute to user frustration and confusion, highlighting the need for a more transparent and streamlined experience.
Time Consuming
- The car purchasing process from dealer to financing application were viewed to be time consuming.
- Ultimately, customer simply seek for a process that are efficient and less troublesome in order to shorten the time needed to complete a car purchase.
Overwhelming Information & Application Process
- First-time buyers feel overwhelmed with the information they receive.
- Confused by the amount of document to be sign and understand.
Timely Updates
- Eventually, customer look for up-to-date notifications for all aspects ranging from latest/lowest interest rate, promotion rates to loan application statuses.
- Any delay in these process will cause inconvenience and confusion to the customers.
Competitive Analysis
Malaysia has several car marketplaces (Mudah, Carlist, Carsome, etc.), each offering different features like listings, inspections, and reviews. However, none offer a fully trusted, end-to-end car buying and financing experience.
While there are multiple comprehensive car marketplaces in Malaysia, none are fully trusted. This presents an opportunity for Maybank to be a trusted partner in this space.
Gaps Identified
- Lack of financial trust — Most platforms don’t offer direct, bank-backed financing.
- Fragmented journeys — Users must jump between apps to browse, apply for loans, and track status.
- Low buyer confidence — Private listings and unclear costs create uncertainty, especially for first-time buyers.h allowed us to compare real experiences against expectations and identify key gaps and opportunities for improvement in the user journey.
Opportunity for Maybank
Maybank can become the trusted partner in this space by:
- Offering a seamless, all-in-one journey (browse → apply → track) within the MAE app
- Leveraging its brand to deliver transparent, instant loan experiences
- Bridging the gap between marketplace browsing and secure financing
Needs
MAE app needed a comprehensive and user-centric car-buying feature to address these pain points.
Key objectives included:
- Simplifying the process of browsing and comparing cars with detailed and interactive visuals.
- Transparency: Clear breakdown of costs involved (e.g. interest rate, down payment, monthly installments, road tax, insurance).
- Faster Processing: A quicker loan approval process without repeated documentation.
- Digital Integration: A seamless digital journey from car selection to loan approval without needing to visit the branch.
- Loan Management Visibility: A simple way to view and manage their loan status, repayment schedule, and remaining balance through the banking app.
- Offering clear and actionable steps for key milestones such as booking test drives, applying for loans, and securing ownership.
User Persona
From this research, we developed key personas that reflect real customer challenges—such as lack of guidance, uncertainty about loan eligibility, and difficulty navigating digital and dealership experiences. These personas served as a foundation for building more empathetic and user-focused solutions
As Is Journeys
Mapping the current experience helped us visualise what users go through—from researching vehicles to securing financing. Our findings revealed that users often rely on multiple disconnected sources, face unclear application steps, and lack timely updates throughout the process. This fragmented experience highlighted opportunities to streamline the journey, reduce cognitive load, and design a more intuitive, end-to-end car buying experience within the bank’s digital ecosystem.
Wireframes
To translate research insights into actionable design, I created wireframes to explore the layout, structure, and flow of the car buying and financing journey within the MAE app. Wireframes allowed me to visualise and test the overall user experience early in the process—focusing on functionality, navigation, and content hierarchy without being distracted by visual details. This step helped align stakeholders, validate key user flows, and quickly iterate before moving into high-fidelity UI design.
Final Design & Prototyping
After creating wireframes and validating the user flow with both the team and stakeholders, I proceeded to develop the final high-fidelity design. The redesigned experience is built around a car marketplace fully integrated within the MAE app. Users can seamlessly browse verified new and used cars, view detailed pricing, specifications, and compare options—all in one place.
Based on insights from user research and usability testing, the design also includes key features to address major pain points: users can easily book a test drive, check loan eligibility through a quick pre-approval flow, and receive real-time updates on their loan application status. This end-to-end journey was designed to reduce friction, build trust, and empower users—especially first-time buyers—with the confidence and convenience to complete their car buying journey entirely within a trusted digital banking environment.
Usability Testing
To validate the effectiveness and usability of the redesigned journey, I conducted usability testing with a group of target users, including both first-time and experienced car buyers. The goal was to observe how users interacted with the prototype, identify pain points, and assess whether the new flow reduced confusion, improved clarity around financing, and simplified decision-making. Key feedback led to refinements in form layout, button placement, and clearer loan summary screens—ensuring the experience felt intuitive, trustworthy, and easy to complete within the MAE app.
The results were promising—participants achieved an 85% success rate across all tested scopes, indicating strong usability. Users responded positively to the simplified flow and clear loan breakdown, noting that the redesigned experience felt more structured, trustworthy, and easy to navigate. Many participants expressed that they would consider using the solution in a real scenario, as it would greatly help them make more confident decisions during the car buying process.
Final Design
After creating wireframes and validating the user flow with both the team and stakeholders, I proceeded to develop the final high-fidelity design. The redesigned experience is built around a car marketplace fully integrated within the MAE app. Users can seamlessly browse verified new and used cars, view detailed pricing, specifications, and compare options—all in one place.
Based on insights from user research and usability testing, the design also includes key features to address major pain points: users can easily book a test drive, check loan eligibility through a quick pre-approval flow, and receive real-time updates on their loan application status. This end-to-end journey was designed to reduce friction, build trust, and empower users—especially first-time buyers—with the confidence and convenience to complete their car buying journey entirely within a trusted digital banking environment.
Car Section Homepage
Users are first introduced to the homepage of the ‘Car’ feature within the MAE app—a central hub that provides a seamless starting point for their car buying journey. The homepage features a mini menu with quick access to key functions such as Browse Cars, Compare Cars, Loan Calculator, and more.
To keep users informed, the screen highlights newly launched and upcoming vehicles, helping them stay updated with the latest car models in the market. Most car listings display the On-The-Road (OTR) price, which includes road tax and insurance—removing the need for users to calculate these costs manually and offering full transparency on actual financial commitments.
Additionally, users can search for specific cars and view the status of any cars they’ve recently booked or purchased, all from one convenient interface. This homepage was designed to reduce effort, improve clarity, and give users a complete overview of their car buying journey within a trusted banking app environment.
Browse Cars
When users enter the ‘Browse Cars’ section, they are taken to a curated car listing page where they can explore a wide range of available brands, popular and latest cars. Users can search for specific car models or browse freely through the listings based on their interests.
To help users narrow down their choices, the screen includes smart filters that allow them to sort by brand, car type, specifications, and price range. This feature was designed to make the browsing experience more efficient and tailored, helping users easily find cars that match their preferences and budget.
Car Detail Page
When users select a car from the listing, they are taken to the Car Details Page, where they can explore comprehensive information about the vehicle. This includes specifications such as engine size, transmission type, fuel efficiency, and more—along with images, videos, and a brief summary to help users better understand the car.
The page is designed to support the research phase, giving users the confidence to make informed decisions. Key actions are also available here, such as comparing specs and prices with other cars, checking loan eligibility, booking a test drive, or even proceeding with the purchase, all from within the app.
Booking Test Drive
Users can easily book a test drive directly through the app by selecting their preferred dealership, choosing a convenient time slot, and even selecting a specific sales advisor if available. Once submitted, Maybank will coordinate the test drive booking with the chosen dealership on behalf of the user. This feature streamlines the process, removes the need for manual follow-ups, and provides a more convenient and connected experience for users exploring car options.
Post–Test Drive Follow-up & Instant Loan Application
After the test drive, users receive a notification prompting them to rate their experience, helping us improve service quality across dealerships. At the same time, they are given a convenient option to apply for a loan for the car they just test drove.
Since users are existing Maybank customers, most of their information is already available in the system. This allows them to submit only a few additional fields, making the process quick and hassle-free. Once submitted, they receive an instant pre-approval decision, and Maybank proceeds to coordinate directly with the dealership to complete the car purchase process—making the transition from test drive to ownership smoother than ever.
Financing Approval & Digital Agreement
Once the loan application is approved, users will receive the final financing offer directly in the app. They still have the freedom to accept or decline the offer based on the approved amount and terms. If they choose to proceed, they can digitally sign the financing agreement within the MAE app—eliminating the need to meet with a banker or car dealer in person. This improves convenience, saves time, and removes a major friction point in the traditional car financing process
Car Collection Tracking
Once the loan is approved and finalised, users can track the status of their car collection directly within the MAE app. Dealerships can update the status in real time—whether the car is being prepared, ready for collection, or scheduled for delivery.
This feature addresses a key user pain point: previously, car buyers had to manually contact dealers for updates, often facing delays or unclear communication. With in-app tracking, users stay informed and in control, making the final stage of the car buying journey more transparent and stress-free.
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