Car Rental

Our client, a car rental company operating in multiple countries, wanted to attract more young people who use rental cars as their primary mode of transportation during their vacations. They needed a digital solution that would make it easy for customers to find and rent cars online.

My Role
As the lead UX designer, I coordinated a team of five designers, two researchers, and a distributed development team. I worked closely with stakeholders to understand their goals and expectations, and I oversaw the entire design process from start to finish.

Our target users were young people who frequently travel and rent cars as their primary mode of transportation. We conducted user research and created user personas to better understand their needs and pain points.

Process and Iterations
We started the design process with a competitor analysis to identify best practices and opportunities for improvement. We then conducted user research to gain insights into our target users’ behaviors, preferences, and pain points.
After gathering our research findings, we held a series of design workshops to generate ideas and sketch out our initial concepts. We then created low-fidelity wireframes and prototypes, which we tested with users and refined based on their feedback.

Once we had a solid foundation for our design, we began working on the high-fidelity interface design. We created a minimalist design with easy-to-recognize icons, which we tested in 54 different cities to ensure that it was easy to use across different cultures.

Design Solution
Our final design solution was a mobile app and website that made it easy for customers to search for rental cars, choose their preferred pickup and drop-off locations, and book their rental online. We created a loading page, menu, and login page with animations to improve the user experience and make the app feel more engaging.

Before customers make a payment, they have access to additional information and terms and conditions, which we made available in a straightforward and intuitive way. We made sure that the displays were consistent across different cultures, as the rental service operates in most major cities around the world.

After launching the updated website and app, the car rental company experienced a 56% increase in rentals in the first month. The app was downloaded in five new countries, indicating that our design solution was effective in reaching a wider audience.

The most challenging aspect of this project was coordinating a diverse team located in different time zones. However, the input from this diverse team was crucial to creating a versatile product that could be easily used in many different countries. Overall, our design solution was successful in meeting the client’s goals and improving the user experience for their customers.

See here the breakdown:

We started with a competitor analyzes

Meeting with stakeholder, part of the design team that could travel to Spain and the engineers we mapped out the major points that come out from research and owner expectations.

Some sketches for the owners to have a first look before the low fidelity is built and tested.

Examples of animated Loading page, menu and login page.
Before payment, additional information and terms and conditions are available, but the overall process is straightforward. It has a minimalist design with easy-to-recognize icons..
The Rental Service is operating in most major cities all over the world so the displays common items to different cultures.

The Designers and Program Manager were collaborating from 5 different cities: 3 in North America, 1 in South America, and 2 in Asia.
The final designer was tested in 54 different cities.
The updated website and app were very successful and the Company recorded an increased in rental of 56% in the first month. The App was downloaded in 5 new Countries.

Looking back I think the most challenging thing was to coordinate such a diverse team located in very different time zones. Although the input from such a diverse team was crucial to create a versatile product that could be easily used in so many different Countries.

But was it successful?
Let’s ask the users: