Usability Testing

Conducted remotely and in person. Participants struggled with some inconsistence in the prototype.

Price information should be highlighted.

POV & HMW

Defined user's perspective and framed the problem as actionable questions to drive innovative solutions.

STORYBOARD

Visually mapped the user journey to highlight key interactions and emotions of the user.

Project Overview

This project includes researching and designing a end-to-end car rental app that will facilitate the process of renting a car as well as stimulate business growth.

Rent the Ant- Car Rental App

View Prototype

Tools

Figma

ChatGPT

Google Meet

Miro

Role

UX Researcher

UX Designer

UI Designer

Branding

Background

"K Car Rent," located in Tirana, Albania, is a thriving car rental business. It experiences a surge in demand and an expanding clientele, particularly during the summer months with the peak tourism season.


Problem

While the business grows and the demand for cars rises, the owner faces the problem of managing the demand and meeting the clients’ needs in a timely manner. He needs a platform/ app that could facilitate the business as well as support the business' goals and growth.

Research

competitive analysis

The first part of the research was Competitive Analysis. I chose four direct and indirect competitors to understand their strengths, weaknesses and their opportunities for growth.


From this competitive analysis I realized that majority of them do not offer economic and commercial vehicle options, do not offer subscription services, real time vehicle tracking

or speed limit information

Therefore the next step would be sending out Surveys, to gather quantitative data and understand the audience's preferences and behaviors, facilitating informed design decisions.

Client Interview Takeway

The majority of the current fleet is made of economic cars. The client wants to use the symbol of the ant for branding.



Competitive Analysis

Most competitors do not offer economic vehicle options, and none focus on it as a business niche.








Surveys

49.5% of the survey takers prefer to rent economy cars and 28.6 % prefer to rent mid-range cars.

User Interviews

83% of the interviewees stated that they would mostly look for economy-mid range cars. They also mentioned

multilingual support, various payment methods, straightforward design, personalized service and loyalty programs, as important factors.

Before starting with the research methodologies I conducted an interview with the client to better understand their needs and goals:

Client interview Takeaways

Business Goals

User Research: Conduct in-depth research to understand the user’s needs and how we can differentiate from the competitors.

Develop strategies for scaling the car rental service, including building a customer loyalty program to drive repeat bookings and growth.

Online Presence: Enhance UX/UI design for the app.

User Engagement: Design the information architecture from the ground up to ensure content accessibility and enhance user interaction.








Project Goals

Gain a comprehensive understanding of the car rental industry, both broadly and specifically in relation to my client’s business.

Analyze customer feedback to identify their needs and expectations from car rental services.

Identify and assess client pain points within the car rental experience.

Evaluate competitors' strengths and weaknesses in the market.

Determine the key differentiators of my client’s business compared to its competitors.

Establish a strong brand identity through logo design, brand voice, and visual elements to effectively represent the business and connect with the target audience.


USER INTERVIEWS

After the survey questions I tailored the interview questions based on the client interview insights. For this part of the research I interviewed 6 people who had previously used car renting services. The User Interview Script included these 26 questions:

How do you see the mobile app improving your customer's experience compared to your current service?

Key Improvements Suggested

Subscription services

Real-time tracking

Speed limit information

Flexible pick-up/drop-off locations

Contactless options

One-way rentals

Side-by-side car comparison

Overall Approach:

Meet user expectations

Offer competitive advantages

Foster loyalty through seamless, transparent, and user-friendly experiences

Essential Features

Transparent pricing

Easy booking processes

24/7 customer support

Integration with navigation tools

Detailed vehicle information

User Priorities

Low mileage and transparent information (e.g., Sixt)

Ease of use and affordability (e.g., Enterprise)

Cost-effective bundled services (e.g., Expedia)

Desire for better discounts (e.g., Hertz)

User Preferences

Economic vehicle options

Multilingual support

Various payment methods

Discounts, loyalty programs

Recommendations for nearby attractions

Design & Experience

Straightforward design

Personalized service

Clear communication on local driving regulations and cultural preferences

Research Takeaways

AFFINITY MAP

After I conducted the research I affinity mapped my findings that helped me draw some patterns and insights to better understand user’s needs and preferences.


At the end of the synthesis, I was able to answer questions like who the user is, what features they prioritize, how they prefer to book rentals, what improvements they desire, and how to make the service both affordable and convenient for them.

The insights from the affinity mapping process allowed me to bring the business's clients to life through these two User Personas. Each persona is carefully crafted to reflect the real needs, goals, and challenges of the people the business serves, helping to guide decisions with a deeper understanding of the target audience.

POV & HMW

Then I designed HMW questions to identify actionable steps and drive creative solutions based

on the POV statements.

For the remote test conducting I shared the file with the testers and I followed their activity on the Figma file while listening to their feedback.


Test results

Tasks

Two of the five participants were confused about the naming “Protection Plan” followed by the metaphor of the Ant used in the insurance plan naming.


Two of the participants noticed a disconnection between the location input and the “ Car Station” result screen. Even though the user has already inputted a location, the next screen shows multiple stations, unsorted by distance.


 

There is an error in the prototype that shows an address different than the one put by the user. 

There is another error in the prototype that states the price starts at $35 when the car list shows cars under that price.

 

The user should not be able to continue to the next screen without choosing one insurance plan or choosing “no extra protection”. The button should be inactive until one option is selected so the user can take conscious actions in the booking process.

Based on the feedback

I changed the name from “Protection Plan” to “Insurance Plan”

I sorted out the Car Stations by distance, from the closest to the address input to the furthest.

I highlighted the car prices as an important information for the user.

I matched the car prices in the flow to avoid confusion.

I made the “Continue” button inactive by default until one option is selected.

USER personas

Sitemap

TASK FLOWS

For this project, the client entrusted me with the branding, providing only one symbol during the interview—the ant. The moodboard I created then guided the design of the UI kit for the project.

I brainstormed ideas for the brand voice and tone, as well as taglines that would effectively represent the business.

During this stage of the project, I brainstormed logo ideas. I explored the ant symbol, researched its behavior, habitat, and symbolism, and considered the business niche. After several iterations, I arrived at this logo concept:

Next, I used photography from Pinterest for the initial design to convey the brand's concept and the desired feeling. Later, the client will provide their own photography and images similar to those I selected to maintain the same feeling and message.

logo

UI KIT

tagline

moodboard

Images/photography

Storyboard

With the opportunities that surface from this user journey mapping we can envision an improved experience for our users.

Now they are able to:


Use their loyalty programs and discounts as frequent users

See information about local driving regulations

See clear insurance plans

Use GPS for car pick up locations

Use side by side car comparing feature


Navigate through a user friendly booking system

Find different car options

Feel safe about their personal info

Receive booking confirmation email

Receive in-app multi-language support

Home

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About

Contact

SURVEY

This survey was taken by 91 participants, both inside and outside of Albania (the country where the app will be launched), who have used a car rental service before and are looking to use one in the future. The survey results are as follows:

As part of the ideation process I created these POV statements to help me explore solutions.

iterations

Test Objectives

amipicariux@gmail.com

Let’s connect

SITEMAP

Outlined the app’s structure and navigation, illustrating how users will access and move through different sections and features

TASK FLOWS

Mapped out the task flows for users navigating the car rental app, detailing each interaction and decision point to better understand their behaviors and preferences.

Moodboard

Based on the ant symbol provided by the client, I created a mood board to inspire the subsequent branding of the business.

LOGO

Using the ant symbol provided by the client, I developed several logo concepts to reflect the brand's identity and vision

UI Kit

Drawing inspiration from the ant symbol and mood board, I designed a UI kit to establish a cohesive visual style and user interface for the app.

takeway learnings

Can you tell me a bit about yourself and your typical travel habits?

Endless Opportunities for Innovation


There is always room for product development and new ideas. As user needs continue to evolve or emerge, there's a constant opportunity to create solutions that address unmet demands and improve the user experience.

Truly understanding the user is crucial in developing a successful project. By deeply grasping their needs and challenges, we can shape a product that is not only functional but also genuinely valuable and user-centered.

The Power of Understanding Users

Balancing Business and User Needs

Creating a successful product involves finding the sweet spot where business goals and user needs intersect. Like a Venn diagram in UX design, the overlap between these two areas is where impactful and effective solutions are born.

Task 2:“Use ‘Rent the Ant’ to book a car while using the ‘Compare’ feature in the app.



Measure user satisfaction with the app’s convenience and fairness, particularly regarding the economy car fleet, loyalty program, and comparing tool for car features.

Identify usability issues related to the app’s accuracy, reliability, and user-friendliness, including navigation and personalized service.

Evaluate the usability and effectiveness of the added features, such as the car comparison tool, loyalty program, and multiple payment methods.

Gather feedback on the visual design and layout, ensuring alignment with user preferences and overall user experience.

Explore areas for feature improvement based on user feedback to enhance the economy car fleet, loyalty program, and app functionality.

Ideation

Roadmap

Branding

Wireframes

Usability Testing

Final Product

Task 1: “Use ‘Rent the Ant’ to book a car while enrolling in the loyalty program.





Low Fifelity

Based on the ideation process and my two task flows, I started sketching and designing in low/mid fidelity. 

High Fidelity

Next, I designed High Fidelity Wireframe using the UI kit of “Rent the Ant” and incorporating them into the new feature.

Prototype

Prototyping involved building an interactive, dynamic version of the interface that allowed users to interact with and experience the design's functionality.

USER JOURNEY

Brand voice and tone