Case study07 · Al Rajhi Bank

Car Leasing Processa fully digital car loan, from showroom to phone

From origination to fulfilment, the goal was to envision and design a new, simplified and fully digital car loan application process, centred on the customer and mapped to the bank's core capabilities.

RoleService & interaction designer

TeamA service design lead, 2 interaction designers and 2 business designers

Duration6 weeks

ScopeService design, mobile application and dealer experience

6 weeksfrom research to a clickable prototype

End to endorigination to fulfilment, front stage and back office

Steppedapplication with only the information that's really needed

After-salesa new service platform for vehicle, payment and offers

Context

The project tackled a complete revamp of Al Rajhi Bank's car loan application process, prioritising a user-centred, streamlined experience on mobile.

Working closely with the bank, we had to identify the right process, people and technology to reach that ideal state. The new process had to put the customer first while mapping precisely onto the bank's core banking capabilities, so the solution would be both user-friendly and feasible. As service & interaction designer, I was responsible for research, workshops, concept and interaction design.

To-be customer journey for digital car leasing — The to-be customer journey for digital car leasing.

The problem

01Excessive, redundant inputCustomers had to visit a showroom in person to fill in an application form that asked for more than it needed.

02No after-sales supportWithout support after the purchase, customers lost trust and loyalty.

The goalA simplified, fully digital car loan journey that customers can complete on their phone, and a relationship that continues after the purchase.

Key decisions

Start where the process really happens

I began with benchmark studies of industry best practices, then we visited showrooms and interviewed stakeholders to understand the needs and challenges of everyone involved in the car loan process.

Benchmark studyStakeholder interviewsShowroom visits

Shift stakeholders towards the user

We facilitated a workshop with key stakeholders that did two jobs: it gathered further insight and, more importantly, shifted their perspective towards the user. Together we created personas and mapped a journey for each.

Workshop facilitationPersona creationJourney mapping

Stakeholder workshop — Workshop with key stakeholders.

Journey evolution from sticky notes to maps — From workshop output to persona journeys.

Design the service, not just the screens

With the business designers, I translated the research into a service blueprint while designing the wireframes, giving a holistic view of the new process across customer touchpoints and back-end operations.

Service blueprintWireframes

Let stakeholders experience it

Our interaction designer crafted the screen visuals and built a prototype, so stakeholders could walk through the user flows and experience the proposed solution first-hand.

Visual designPrototyping

The solution

ProblemExcessive and redundant inputCustomers had to visit showrooms to complete an application form that asked for more information than necessary.

SolutionSimplified applicationWorking with stakeholders, I prioritised only the necessary information and split the form into clear steps, cutting completion time and making the process more transparent.

Paper form versus simplified digital form — From a long paper form to a short, stepped digital application.

ProblemLack of after-sales supportThe absence of after-sales support cost the bank customer loyalty and trust.

SolutionPost-purchase serviceA new service platform gives customers their vehicle purchase details, payment information and offers filtered to their vehicle.

Customer app for after-sales — Customer app: vehicle, payments and relevant offers.

Dealer app on a tablet — Dealer app: commit and sign instantly.

Outcome

A customer-centred, fully digital car loan process, from application to after-sales, mapped to the bank's core banking capabilities and brought to life in a prototype stakeholders could step through themselves.

Car showroom — Where the old process lived: the showroom.

Takeaways

Go where the process happens

Showroom visits revealed friction that no document or interview would have shown.

Workshops change perspectives

Mapping journeys together moved stakeholders from a process view to a customer view.

Blueprints keep ambition feasible

Tying every touchpoint to back-end operations kept a fully digital vision realistic for the bank.

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Updated last, 2026.