Gowago / Case study
Making budgets tangible
Helping people estimate an affordable leasing budget, then find cars that fit.
- My role
- Product designer
- Timeline
- Mar–Nov 2023
- Team
- 1x Product Manager, 1x Product designer, 1x Sales Team Lead, 1x Software Engineer
A car in mind.
A budget in doubt.
Sales-team observation revealed two recurring questions: how much customers could spend each month, and whether they could afford a particular car. Some hesitated to apply for fear of rejection. We explored how to give them clearer guidance before applying.
We designed a survey, analysed the responses, and used the findings to shape the budget and eligibility journeys.
Ask where uncertainty
starts.
These observations prompted a Hotjar survey in March 2023. On search and product pages, we asked about car preferences and confidence in budgeting or getting a lease. Over three weeks, we collected 470+ responses in English, German, and French.
A car already in mind.
Around half already had a specific car in mind, even when they were unsure whether they could afford it.
Two different questions.
Customers asked about both monthly affordability and leasing requirements. Knowing their budget did not always mean knowing whether they qualified.
Hesitation before applying.
Some feared rejection and worried that a declined application might affect their chances of getting a lease later.
The research explored customer needs; we did not test the finished feature with users before launch.
A few answers.
A clearer direction.
The findings led us to start on product pages, where customers could check a car they were already considering. The calculator also supported those still exploring their budget.
Three steps cover personal circumstances, income and taxes, and everyday expenses. The estimated monthly budget leads straight to matching cars, with sales support when the result is too low.
Eligibility followed as a simple first version. We kept the tools separate but linked them in both directions. Making that connection smoother remains the next opportunity.
Personal Information
What is your marital status?
Do you have children?
What is the canton of your residence?
Salary
What is your monthly net income?
Do you receive a 13th salary payment?
Taxes (Optional)
Are you taxed at the source?
Expenses
What are your monthly housing costs?
What are your monthly health costs?
Do you have any other monthly incidental costs?
Modest reach.
Promising engagement.
Launched in late November 2023, the calculator initially attracted interest from product pages. Search and homepage entry points followed. December 2024 data showed the following usage and progression into the order process.