2024
Car Rental
Car Rental Website Case Study
Overview
Business
This case study showcases a UX/UI design work on enhancing the user experience for car rental websites, particularly targeting smaller regional companies that often struggle with outdated or subpar online booking systems.
Car rental websites which allow users to book vehicles online span across a wide range of companies from large global brands to smaller regional services.
While the number of these websites is vast many particularly smaller regional ones suffer from low-quality user experiences. These issues often hinder users from completing bookings smoothly, and websites fall short of meeting market expectations.
Overview
The Client
The target clients are car rental companies with either outdated online booking systems or no digital presence at all. The goal is to bridge the user experience gaps in these businesses' digital platforms, ensuring they can compete effectively in the market.
The client is car rental companies that either already offer online booking through their websites but have outdated, non competitive user experiences or companies that have yet to develop an online presence.
My goal is to address the user experience gaps in these businesses' digital platforms, ensuring they compete effectively in the market.
Overview
Our role
Our team’s responsibility was to create a high-quality, intuitive prototype to help businesses upgrade their online car rental booking experience. This prototype serves as a template for companies struggling with low-quality websites, enabling them to enhance their user experience and, ultimately, improve their business performance.
Challanges
Key Issues
0
0
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
0
0
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
0
0
FOMO
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
0
0
FOMO
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
0
0
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
0
0
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
Challanges
Research
To identify key user experience issues I utilized the triangulation research method conducting usability testing an online survey and competitive benchmarking. This approach helped me gather both qualitative and quantitative data.
Usability Testing: I observed users' interactions taking detailed notes to identify pain points frustrations, and areas of confusion. I also noted aspects users appreciated, including positive experiences that fostered trust and engagement. The insights from these sessions allowed me to understand the practical and behavioral factors that impacted the user journey.
Online Survey: The survey provided broader quantitative data, shedding light on users' preferences, expectations, and frustrations from a larger sample size. This helped me pinpoint recurring pain points and discover patterns in user behavior.
Competitive Benchmarking: By analyzing leading car rental companies like Avis, Europcar, Sixt, and Hertz, I identified best practices in user experience, design, and functionality. This benchmarking process helped me understand industry standards and informed the design of my solution. Key areas of analysis included: Homepage design, Search functionality, Product selection, and User input forms.
I applied Nielsen and Molich’s heuristic evaluation to guide my review.
Challanges
Goals
0
0
Simplicity:
Ensure the design was easy to understand for all users without requiring additional help.
0
0
Simplicity:
Ensure the design was easy to understand for all users without requiring additional help.
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
0
0
Trust:
Build a sense of safety and control during the booking process, allowing users to feel empowered and confident in their purchase.
0
0
Trust:
Build a sense of safety and control during the booking process, allowing users to feel empowered and confident in their purchase.
FOMO:
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
FOMO:
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
0
0
Clarity:
Reduce distractions and streamline the design to guide users through the booking journey with minimal friction.
0
0
Clarity:
Reduce distractions and streamline the design to guide users through the booking journey with minimal friction.
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
Solution
Simplicity
No1 - confusing terminology
To address the identified problems, I employed an affinity diagramming technique, which allowed me to categorize insights from the various research methods. This process helped me identify recurring themes and determine which methods provided the most valuable data.
Focusing closely on the pain points users experienced throughout their journey, I examined specific areas that caused difficulty—whether it was language, icons, layout, or terminology. This deep dive into user struggles led me to develop a solution that prioritized clarity and simplicity in the design, ensuring a smoother user experience.
Simplify language and clarify terms.
Redesign the interface to minimize clutter and emphasize essential actions.
Enhance transparency to reduce user uncertainty and build trust.
Solution
Trust
How I solved Key Issue No2 - Fear of missing out
I created a user flow diagram to map out the customer’s ideal "happy path" to a successful purchase. This helped me visualize the primary paths users would take through the car rental booking website, clearly defining the steps required to complete a booking. It also helped identify potential roadblocks or unnecessary complexity in the flow. This diagram gave me insight into areas where users might get lost and where I needed to add extra guidance or leads to help them navigate more easily.
Additionally, I developed a customer journey map that visualized the user experience from the first interaction to goal completion. This map offered insights into users’ behaviors, mental models, goals, positives, and pain points at each stage of the journey. By understanding where users encountered difficulties or frustrations, I was able to design intuitive solutions that addressed these moments.
Before finalizing the booking and entering card details, I introduced a summary page that gave users the option to make last-minute changes at any step of the booking process, even if they weren't on the current page. This feature allowed users to review their selections and feel more in control of their booking, ensuring they were confident in their choices before finalizing.
I also added a step indicator feature that showed users their current position in the booking process. Each page displayed icons for the next and previous steps, providing users with a clear understanding of where they were in the journey at all times.
Solution
Clarity
How I solved Key Issue No3 - overcrowded design
Usability testing and behavioral notes provided valuable insights into which moments and elements of the process caused users to lose focus. Sometimes, excessive information or a cluttered design distracted users from completing their bookings. These insights allowed me to streamline the design and ensure a more focused, user-friendly experience.
During the sketching phase, I maintained a strong focus on the main goal for each page.
I also added a step indicator feature that showed users their current position in the booking process. Each page displayed icons for the next and previous steps, providing users with a clear understanding of where they were in the journey at all times.
Final Result / High fidelity prototype
Final result
To present the final result, I used Figma to design a high-fidelity prototype. This prototype included detailed UI elements, realistic interactions, and branding to closely simulate the final user experience. I also added annotations for the development team to ensure the design intent was clearly communicated and easily understood.
Final Result / Takeaway
Validation
More Personalised User Experience
One of the areas for improvement is adding more personalisation throughout the process. Users have varied preferences when selecting a car, payment methods, or even additional options. By integrating more personalised suggestions based on past behaviour or location, the process could be further streamlined. Adding custom recommendations or personalised pricing could make the experience feel more tailored and engaging.
A/B Testing for Further Validation
While I used a variety of research methods, including usability tests, surveys, and benchmarking, I believe further validation through A/B testing could have helped refine some of the design choices. For example, testing different designs of the booking summary page, or varying the placement of the step indicator, could provide a better understanding of what works best for users.
Feedback Early in the Process
One of the challenges I faced was ensuring the design met both user needs and business goals. In hindsight, involving real users earlier in the design process—not just at the testing stage—could have provided more valuable insights. Iterating on low-fidelity prototypes with real user feedback would have allowed me to address usability issues before committing to high-fidelity design.
Ux & Ui design portfolio
Tools and Software Used
Throughout this UX design case study I leveraged a variety of programs to support the design research and collaboration phases.
These tools enabled a streamlined and effective UX design process from initial research and ideation to prototype testing and developer handoff.
Used for flow diagrams, affinity diagrams, prototypes.
Note-taking, prototypes, wireframes, and customer journey maps.
Used for sketching and note-taking.
Used for creating and publishing online surveys.
Used for usability testing and recording.
Used for competitive benchmarking and documentation.
2024
Car Rental
Car Rental Website Case Study
Overview
Business
This case study showcases a UX/UI design work on enhancing the user experience for car rental websites, particularly targeting smaller regional companies that often struggle with outdated or subpar online booking systems.
Overview
The Client
The target clients are car rental companies with either outdated online booking systems or no digital presence at all. The goal is to bridge the user experience gaps in these businesses' digital platforms, ensuring they can compete effectively in the market.
Overview
Our role
Our team’s responsibility was to create a high-quality, intuitive prototype to help businesses upgrade their online car rental booking experience. This prototype serves as a template for companies struggling with low-quality websites, enabling them to enhance their user experience and, ultimately, improve their business performance.
Challanges
Key Issues
0
0
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
0
0
FOMO
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
0
0
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
Challanges
Research
To identify key user experience issues I utilized the triangulation research method conducting usability testing an online survey and competitive benchmarking. This approach helped me gather both qualitative and quantitative data.
Usability Testing: I observed users' interactions taking detailed notes to identify pain points frustrations, and areas of confusion. I also noted aspects users appreciated, including positive experiences that fostered trust and engagement. The insights from these sessions allowed me to understand the practical and behavioral factors that impacted the user journey.
Online Survey: The survey provided broader quantitative data, shedding light on users' preferences, expectations, and frustrations from a larger sample size. This helped me pinpoint recurring pain points and discover patterns in user behavior.
Competitive Benchmarking: By analyzing leading car rental companies like Avis, Europcar, Sixt, and Hertz, I identified best practices in user experience, design, and functionality. This benchmarking process helped me understand industry standards and informed the design of my solution. Key areas of analysis included: Homepage design, Search functionality, Product selection, and User input forms.
I applied Nielsen and Molich’s heuristic evaluation to guide my review.
Challanges
Goals
0
0
Simplicity:
Ensure the design was easy to understand for all users without requiring additional help.
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
0
0
Trust:
Build a sense of safety and control during the booking process, allowing users to feel empowered and confident in their purchase.
FOMO:
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
0
0
Clarity:
Reduce distractions and streamline the design to guide users through the booking journey with minimal friction.
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
Solution
Simplicity
No1 - confusing terminology
To address the identified problems, I employed an affinity diagramming technique, which allowed me to categorize insights from the various research methods. This process helped me identify recurring themes and determine which methods provided the most valuable data.
Focusing closely on the pain points users experienced throughout their journey, I examined specific areas that caused difficulty—whether it was language, icons, layout, or terminology. This deep dive into user struggles led me to develop a solution that prioritized clarity and simplicity in the design, ensuring a smoother user experience.
Simplify language and clarify terms.
Redesign the interface to minimize clutter and emphasize essential actions.
Enhance transparency to reduce user uncertainty and build trust.
Solution
Trust
How I solved Key Issue No2 - Fear of missing out
I created a user flow diagram to map out the customer’s ideal "happy path" to a successful purchase. This helped me visualize the primary paths users would take through the car rental booking website, clearly defining the steps required to complete a booking. It also helped identify potential roadblocks or unnecessary complexity in the flow. This diagram gave me insight into areas where users might get lost and where I needed to add extra guidance or leads to help them navigate more easily.
Additionally, I developed a customer journey map that visualized the user experience from the first interaction to goal completion. This map offered insights into users’ behaviors, mental models, goals, positives, and pain points at each stage of the journey. By understanding where users encountered difficulties or frustrations, I was able to design intuitive solutions that addressed these moments.
Before finalizing the booking and entering card details, I introduced a summary page that gave users the option to make last-minute changes at any step of the booking process, even if they weren't on the current page. This feature allowed users to review their selections and feel more in control of their booking, ensuring they were confident in their choices before finalizing.
I also added a step indicator feature that showed users their current position in the booking process. Each page displayed icons for the next and previous steps, providing users with a clear understanding of where they were in the journey at all times.
Solution
Clarity
How I solved Key Issue No3 - overcrowded design
Usability testing and behavioral notes provided valuable insights into which moments and elements of the process caused users to lose focus. Sometimes, excessive information or a cluttered design distracted users from completing their bookings. These insights allowed me to streamline the design and ensure a more focused, user-friendly experience.
During the sketching phase, I maintained a strong focus on the main goal for each page.
I also added a step indicator feature that showed users their current position in the booking process. Each page displayed icons for the next and previous steps, providing users with a clear understanding of where they were in the journey at all times.
Final Result / High fidelity prototype
Final result
To present the final result, I used Figma to design a high-fidelity prototype. This prototype included detailed UI elements, realistic interactions, and branding to closely simulate the final user experience. I also added annotations for the development team to ensure the design intent was clearly communicated and easily understood.
Final Result / Takeaway
Validation
More Personalised User Experience
One of the areas for improvement is adding more personalisation throughout the process. Users have varied preferences when selecting a car, payment methods, or even additional options. By integrating more personalised suggestions based on past behaviour or location, the process could be further streamlined. Adding custom recommendations or personalised pricing could make the experience feel more tailored and engaging.
A/B Testing for Further Validation
While I used a variety of research methods, including usability tests, surveys, and benchmarking, I believe further validation through A/B testing could have helped refine some of the design choices. For example, testing different designs of the booking summary page, or varying the placement of the step indicator, could provide a better understanding of what works best for users.
Feedback Early in the Process
One of the challenges I faced was ensuring the design met both user needs and business goals. In hindsight, involving real users earlier in the design process—not just at the testing stage—could have provided more valuable insights. Iterating on low-fidelity prototypes with real user feedback would have allowed me to address usability issues before committing to high-fidelity design.
Ux & Ui design portfolio
Tools and Software Used
Throughout this UX design case study I leveraged a variety of programs to support the design research and collaboration phases.
These tools enabled a streamlined and effective UX design process from initial research and ideation to prototype testing and developer handoff.
Used for flow diagrams, affinity diagrams, prototypes.
Note-taking, prototypes, wireframes, and customer journey maps.
Used for sketching and note-taking.
Used for creating and publishing online surveys.
Used for usability testing and recording.
Used for competitive benchmarking and documentation.
2024
Car Rental
Car Rental Website Case Study
Overview
Business
This case study showcases a UX/UI design work on enhancing the user experience for car rental websites, particularly targeting smaller regional companies that often struggle with outdated or subpar online booking systems.
Overview
The Client
The target clients are car rental companies with either outdated online booking systems or no digital presence at all. The goal is to bridge the user experience gaps in these businesses' digital platforms, ensuring they can compete effectively in the market.
Overview
Our role
Our team’s responsibility was to create a high-quality, intuitive prototype to help businesses upgrade their online car rental booking experience. This prototype serves as a template for companies struggling with low-quality websites, enabling them to enhance their user experience and, ultimately, improve their business performance.
Challanges
Key Issues
0
0
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
0
0
FOMO
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
0
0
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
Challanges
Research
To identify key user experience issues I utilized the triangulation research method conducting usability testing an online survey and competitive benchmarking. This approach helped me gather both qualitative and quantitative data.
Usability Testing: I observed users' interactions taking detailed notes to identify pain points frustrations, and areas of confusion. I also noted aspects users appreciated, including positive experiences that fostered trust and engagement. The insights from these sessions allowed me to understand the practical and behavioral factors that impacted the user journey.
Online Survey: The survey provided broader quantitative data, shedding light on users' preferences, expectations, and frustrations from a larger sample size. This helped me pinpoint recurring pain points and discover patterns in user behavior.
Competitive Benchmarking: By analyzing leading car rental companies like Avis, Europcar, Sixt, and Hertz, I identified best practices in user experience, design, and functionality. This benchmarking process helped me understand industry standards and informed the design of my solution. Key areas of analysis included: Homepage design, Search functionality, Product selection, and User input forms.
I applied Nielsen and Molich’s heuristic evaluation to guide my review.
Challanges
Goals
0
0
Simplicity:
Ensure the design was easy to understand for all users without requiring additional help.
Confusing Terminology:
Users encountered unfamiliar terms with unclear definitions, leading to confusion about what was included in their booking.
0
0
Trust:
Build a sense of safety and control during the booking process, allowing users to feel empowered and confident in their purchase.
FOMO:
Users felt hesitant to complete bookings, questioning whether they were getting the best deal, which made them feel insecure during the decision-making process.
0
0
Clarity:
Reduce distractions and streamline the design to guide users through the booking journey with minimal friction.
Overcrowded Design:
The cluttered interface distracted users, making it difficult for them to focus on completing their booking.
Solution
Simplicity
No1 - confusing terminology
To address the identified problems, I employed an affinity diagramming technique, which allowed me to categorize insights from the various research methods. This process helped me identify recurring themes and determine which methods provided the most valuable data.
Focusing closely on the pain points users experienced throughout their journey, I examined specific areas that caused difficulty—whether it was language, icons, layout, or terminology. This deep dive into user struggles led me to develop a solution that prioritized clarity and simplicity in the design, ensuring a smoother user experience.
Simplify language and clarify terms.
Redesign the interface to minimize clutter and emphasize essential actions.
Enhance transparency to reduce user uncertainty and build trust.
Solution
Trust
How I solved Key Issue No2 - Fear of missing out
I created a user flow diagram to map out the customer’s ideal "happy path" to a successful purchase. This helped me visualize the primary paths users would take through the car rental booking website, clearly defining the steps required to complete a booking. It also helped identify potential roadblocks or unnecessary complexity in the flow. This diagram gave me insight into areas where users might get lost and where I needed to add extra guidance or leads to help them navigate more easily.
Additionally, I developed a customer journey map that visualized the user experience from the first interaction to goal completion. This map offered insights into users’ behaviors, mental models, goals, positives, and pain points at each stage of the journey. By understanding where users encountered difficulties or frustrations, I was able to design intuitive solutions that addressed these moments.
Before finalizing the booking and entering card details, I introduced a summary page that gave users the option to make last-minute changes at any step of the booking process, even if they weren't on the current page. This feature allowed users to review their selections and feel more in control of their booking, ensuring they were confident in their choices before finalizing.
I also added a step indicator feature that showed users their current position in the booking process. Each page displayed icons for the next and previous steps, providing users with a clear understanding of where they were in the journey at all times.
Solution
Clarity
How I solved Key Issue No3 - overcrowded design
Usability testing and behavioral notes provided valuable insights into which moments and elements of the process caused users to lose focus. Sometimes, excessive information or a cluttered design distracted users from completing their bookings. These insights allowed me to streamline the design and ensure a more focused, user-friendly experience.
During the sketching phase, I maintained a strong focus on the main goal for each page.
I also added a step indicator feature that showed users their current position in the booking process. Each page displayed icons for the next and previous steps, providing users with a clear understanding of where they were in the journey at all times.
Final Result / High fidelity prototype
Final result
To present the final result, I used Figma to design a high-fidelity prototype. This prototype included detailed UI elements, realistic interactions, and branding to closely simulate the final user experience. I also added annotations for the development team to ensure the design intent was clearly communicated and easily understood.
Final Result / Takeaway
Validation
More Personalised User Experience
One of the areas for improvement is adding more personalisation throughout the process. Users have varied preferences when selecting a car, payment methods, or even additional options. By integrating more personalised suggestions based on past behaviour or location, the process could be further streamlined. Adding custom recommendations or personalised pricing could make the experience feel more tailored and engaging.
A/B Testing for Further Validation
While I used a variety of research methods, including usability tests, surveys, and benchmarking, I believe further validation through A/B testing could have helped refine some of the design choices. For example, testing different designs of the booking summary page, or varying the placement of the step indicator, could provide a better understanding of what works best for users.
Feedback Early in the Process
One of the challenges I faced was ensuring the design met both user needs and business goals. In hindsight, involving real users earlier in the design process—not just at the testing stage—could have provided more valuable insights. Iterating on low-fidelity prototypes with real user feedback would have allowed me to address usability issues before committing to high-fidelity design.
Ux & Ui design portfolio
Tools and Software Used
Throughout this UX design case study I leveraged a variety of programs to support the design research and collaboration phases.
These tools enabled a streamlined and effective UX design process from initial research and ideation to prototype testing and developer handoff.
Used for flow diagrams, affinity diagrams, prototypes.
Note-taking, prototypes, wireframes, and customer journey maps.
Used for sketching and note-taking.
Used for creating and publishing online surveys.
Used for usability testing and recording.
Used for competitive benchmarking and documentation.