When customizable payments became available on TrueCar for most new and CPO vehicles, I updated several areas of the new vehicle experience by infusing new “deal building” messaging into the copy. The UX team paired the new copy with updated illustrations that captured the sentiment of the experience. I focused not only on describing the new functionality available to the customer, but also on the benefits the customer would enjoy.
I provided several copy options for each area of the experience, and we tested them to determine which options performed better.