Empowering Users with Targeted Information to Accelerate Car Rental Bookings
MY ROLE
IMMEDIATE TEAM
UX Designer
3 UX Designers, 2 Visual Designer
B 2 C
Leading Car Rental Company (based out of the US)
PROJECT DURATION (YEAR)
4 months (2023)
DESIGNED FOR
RESPONSIVE DESIGN
SUMMARY
CONTEXT
The existing car rental website faced significant usability challenges, creating a suboptimal experience for travelers and directly impacting conversion rates.
KEY CHALLENGE
How might we strategically redesign the booking experience to reduce user friction and accelerate conversions?
SOLUTION
We redesigned the booking journey by using progressive disclosure and dynamic coupons to enable faster decision-making and accelerate conversions.
01. DEFINING BUSINESS GOALS
The car rental website's mobile experience was a major point of concern, as it was not responsive and contributed to a significant loss of conversions—especially since 70% of traffic came from mobile users.
As the first step in this project, we set out to understand the business goals and define the pressing problems we needed to solve. The key goals were,
02. IDENTIFYING THE PROBLEM
In collaboration with the product team on analysing the website’s performance against competitors, we found a significant bottleneck:
While the checkout process performed well, the initial precheckout tasks - search cars, coupons & availability ranked poorly in task completion time and ease of use.
