Project Overview
Project Overview
Rent the Ant- Car Rental App
Rent the Ant- Car Rental App
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.
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.
Tools
Figma
ChatGPT
Google Meet
Miro
Role
UX Researcher
UX Designer
UI Designer
Branding
Background
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.
"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
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.
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
Research
Research
Client Interview Takeway
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.
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
Competitive Analysis
Most competitors do not offer economic vehicle options, and none focus on it as a business niche.
Most competitors do not offer economic vehicle options, and none focus on it as a business niche.
Surveys
Surveys
49.5% of the survey takers prefer to rent economy cars and 28.6 % prefer to rent mid-range cars.
49.5% of the survey takers prefer to rent economy cars and 28.6 % prefer to rent mid-range cars.
User Interviews
User Interviews
83% of interviewees preferred economy to mid-range cars and valued multilingual support, multiple payment options, simple design, personalized service, and loyalty programs.
83% of interviewees preferred economy to mid-range cars and valued multilingual support, multiple payment options, simple design, personalized service, and loyalty programs.
Before starting with the research methodologies I conducted an interview with the client to better understand their needs and goals:
Before starting with the research methodologies I conducted an interview with the client to better understand their needs and goals
How do you see the mobile app improving your customer's experience compared to your current service?
How do you see the mobile app improving your customer's experience compared to your current service?
Client interview Takeaways
Client interview Takeaways
Business Goals
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.
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.
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
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.
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.
competitive analysis
competitive analysis
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.
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.
SURVEY
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:
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:
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
Language Preference:
The majority of users prefer English as the primary language, with 40.7% choosing Albanian as a secondary option.
Car Rental Preferences:
Car Type: Most users (49.5%) prefer renting Economy cars, followed by Mid-Range cars (28.6%).
Booking Timeline:
48.4% of users book a car more than a week in advance, with 31.9% booking a week before and 27.5% booking 1-3 days before.
Daily Rental Rate:
Nearly half of users (49.5%) typically rent cars priced between $30-$50/day, while 35.2% opt for cars under $30/day.
Features Importance:
Integrated GPS and navigation features are highly important to most users.
Price comparison, ease of booking, and vehicle options are the top priorities when choosing a car rental app.
Payment Methods:
74.4% of users prefer paying by Credit Card, with Debit Card being the second most popular option (28.6%).
Login Preferences:
The majority (54.4%) prefer using Email and Password for registration and login, followed by mobile OTP and no preference.
Review Behavior:
64.8% of users are likely to review the app after using it, with 23.1% being very likely.
Local Information Needs:
Users value information on local driving regulations, tolls, street closures, and nearby recommendations such as restaurants and gas stations.
Data Sharing:
47.8% of users are comfortable sharing moderate information (name, contact, and driving license), while 37.8% prefer sharing minimal information.
Desired Improvements:
Users suggest features like deals for frequent renters, flexible pick-up/drop-off options, upfront insurance costs, car seats for kids, and accurate pricing for rentals.
USER INTERVIEWS
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:
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
Can you tell me a bit about yourself and your typical travel habits?
Can you tell me a bit about yourself and your typical travel habits?
AFFINITY MAP
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.
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.
Research Takeaways
Research Takeaways
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
Essential Features
Transparent pricing
Easy booking processes
24/7 customer support
Integration with navigation tools
Detailed vehicle information
User Preferences
Economic vehicle options
Multilingual support
Various payment methods
Discounts, loyalty programs
Recommendations for nearby attractions
Overall Approach:
Meet user expectations
Offer competitive advantages
Foster loyalty through seamless, transparent, and user-friendly experiences
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)
Design & Experience
Straightforward design
Personalized service
Clear communication on local driving regulations and cultural preferences
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.
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.
Overall Approach:
Meet user expectations
Offer competitive advantages
Foster loyalty through seamless, transparent, and user-friendly experiences
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
User Preferences
Economic vehicle options
Multilingual support
Various payment methods
Discounts, loyalty programs
Recommendations for nearby attractions
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)
Design & Experience
Straightforward design
Personalized service
Clear communication on local driving regulations and cultural preferences
USER personas
USER personas
USER JOURNEY
USER JOURNEY
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
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
Ideation
Ideation
Ideation
POV & HMW
POV & HMW
Defined user's perspective and framed the problem as actionable questions to drive innovative solutions.
Defined user's perspective and framed the problem as actionable questions to drive innovative solutions.
STORYBOARD
STORYBOARD
Visually mapped the user journey to highlight key interactions and emotions of the user.
Visually mapped the user journey to highlight key interactions and emotions of the user.
POV & HMW
POV & HMW
As part of the ideation process I created these POV statements to help me explore solutions.
As part of the ideation process I created these POV statements to help me explore solutions.
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
How might we help car rental users feel safe and secure when booking and sharing their personal information through the app?
How might we help users have their specific needs and requests met when booking a car so they can have a better trip experience with fulfilled needs?
How might we help users benefit from the frequent use of the same car renting service?
How might we help users receive support at any time before, during and after the booking because renting a car is a commitment with needs that may arise at any time.
How might we help the user be able to book and receive support despite the possible language barrier?
How might we help the user book and pay with no payment option limitation?
How might we help the user book and pay with no payment option limitation?
How might we help the user make a quick, easy and well informed choice when choosing a car without taking a long time to check each car one by one?
How might we help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations.
How might we help the user save time in trips to picking up and dropping off and look for more convenient choices?
How might we help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car?
Then I designed HMW questions to identify actionable steps and drive creative solutions based on the POV statements.
Then I designed HMW questions to identify actionable steps and drive creative solutions based on the POV statements.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
I would like to explore ways to help car rental app users feel safe and secure when sharing their personal information through the app.
I would like to explore ways to help users have their specific needs met when booking a car for an easier, feasible trip experience with fulfilled needs.
I would like to explore ways to help the users benefit from the frequent use of the same car renting service
I would like to explore ways to help users receive customer support at any time before,during and after the booking process, whenever their needs arise.
I would like to explore ways to help users be able to book and receive support despite the possible language barrier
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users book and pay with no payment option limitations
I would like to explore ways to help users make a choice between car options in a quick and easy way without wasting a lot of time going through the car options one by one
I would like to explore ways to help the foreign (even local) users get informed and navigate after booking the car when they are not familiar with the local driving regulations
I would like to explore ways to help the user save time in trips to picking up and dropping off and look for more convenient choices
I would like to explore ways to help users feel safe and receive help if they feel like they’re getting lost when exploring new areas with the rental car.
Storyboard
Storyboard
Roadmap
Roadmap
Roadmap
SITEMAP
Outlined the app’s structure and navigation, illustrating how users will access and move through different sections and features
Outlined the app’s structure and navigation, illustrating how users will access and move through different sections and features
SITEMAP
TASK FLOWS
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.
Sitemap
Sitemap
TASK FLOWS
TASK FLOWS
Branding
Branding
Branding
Moodboard
Moodboard
Based on the ant symbol provided by the client, I created a mood board to inspire the subsequent branding of the business.
Based on the ant symbol provided by the client, I created a mood board to inspire the subsequent branding of the business.
LOGO
LOGO
Using the ant symbol provided by the client, I developed several logo concepts to reflect the brand's identity and vision
Using the ant symbol provided by the client, I developed several logo concepts to reflect the brand's identity and vision
UI Kit
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.
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.
Brand voice and tone
Brand voice and tone
tagline
tagline
tagline
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:
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:
logo
logo
logo
logo
UI kit
UI kit
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.
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.
Wireframes
Wireframes
Wireframes
Low Fifelity
Low Fifelity
Based on the ideation process and my two task flows, I started sketching and designing in low/mid fidelity.
Based on the ideation process and my two task flows, I started sketching and designing in low/mid fidelity.
High Fidelity
High Fidelity
Next, I designed High Fidelity Wireframe using the UI kit of “Rent the Ant” and incorporating them into the new feature.
Next, I designed High Fidelity Wireframe using the UI kit of “Rent the Ant” and incorporating them into the new feature.
Prototyping involved building an interactive, dynamic version of the interface that allowed users to interact with and experience the design's functionality.
Prototyping involved building an interactive, dynamic version of the interface that allowed users to interact with and experience the design's functionality.
Prototype
Prototype
Usability Testing
Usability Testing
Usability Testing
Usability Testing
Usability Testing
Conducted remotely and in person. Participants struggled with some inconsistence in the prototype.
Price information should be highlighted.
Conducted remotely and in person. Participants struggled with some inconsistence in the prototype.
Price information should be highlighted.
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.
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.
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 Objectives
Test Objectives
Measure user satisfaction with the app’s convenience and fairness, particularly regarding the economy car fleet, loyalty program, and comparing tool for car features.
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.
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.
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.
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.
Explore areas for feature improvement based on user feedback to enhance the economy car fleet, loyalty program, and app functionality.
Tasks
Tasks
Task 1: “Use ‘Rent the Ant’ to book a car while enrolling in the loyalty program.
Task 1: “Use ‘Rent the Ant’ to book a car while enrolling in the loyalty program.
Task 1: “Use ‘Rent the Ant’ to book a car while enrolling in the loyalty program.
Task 2:“Use ‘Rent the Ant’ to book a car while using the ‘Compare’ feature in the app.
Task 2:“Use ‘Rent the Ant’ to book a car while using the ‘Compare’ feature in the app.
Task 2:“Use ‘Rent the Ant’ to book a car while using the ‘Compare’ feature in the app.
Test results
Test results
There is an error in the prototype that shows an address different than the one put by the user.
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.
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.
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.
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 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.
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.
iterations
iterations
Based on the feedback
Based on the feedback
I changed the name from “Protection Plan” to “Insurance Plan”
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 sorted out the Car Stations by distance, from the closest to the address input to the furthest.
With the opportunities that surface from this user journey mapping we can envision an improved experience for our users.
With the opportunities that surface from this user journey mapping we can envision an improved experience for our users.
I highlighted the car prices as an important information for the user.
I highlighted the car prices as an important information for the user.
I matched the car prices in the flow to avoid confusion.
I matched the car prices in the flow to avoid confusion.
I made the “Continue” button inactive by default until one option is selected.
I made the “Continue” button inactive by default until one option is selected.
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.
With the opportunities that surface from this user journey mapping we can envision an improved experience for our users.
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.
Final Product
Final Product
Final Product