Enhancing the car rental website's service
As part of my UX Design Diploma, I undertook a speculative project to redesign the booking process for a rental car website. The goal was to enhance the user experience by streamlining the process, improving the interface screens, and minimising information overload to create a more intuitive and efficient booking flow.
Read time: 5 mins
The Challenge
The main issue was that users faced confusion during the booking process, leading to a high drop-off rate on the final payment page. The add-ons section, in particular, was a major pain point, with users unable to easily understand or navigate additional options, creating frustration. Additionally, the booking process was perceived as long and overwhelming.
Research Choices
User Research
I carried out usability testing to gain valuable insights into users' real-world behaviors and how they influence their interactions with the product. This included 3-4 in-depth user tests, alongside a survey completed by 20 participants, providing a robust data set to guide informed design decisions
Benchmarking Review
The purpose of this benchmarking exercise was to gain a comprehensive understanding of what each car rental service offers, allowing me to identify industry standards and pinpoint which providers deliver the best user experience and service quality.
Feel free to click though
Reviewing the competition
When looking at the websites or apps of our competitors we are trying to figure out what they do well, and to learn from what they are doing wrong.
-
The information provided during the Add/Extras process was minimal, and there were several unnecessary steps added before the hiring process
-
While competitors provided clear pricing descriptions, the pricing details during the add-on section were confusing.
-
Date selection was intuitive across all websites, but there was a lack of explanation for various errors, which could lead to complications.
Experience review
I conducted user interviews and surveys to uncover pain points in the booking process. Key issues included challenges in comparing car options and unclear navigation, making the experience less intuitive.
The visual design of the enterprise was clear and intuitive, making it easy to navigate.
The search functionality on both sites was straightforward and user-friendly.
However, the add-on section remains a challenge, as users were unable to complete the task of adding a driver.
Pain points
“While reviewing the add-on page, the user chose to book their friend as an additional driver. “ its not that transparent. Could just say extra driver instead of optional extras””
“user was still on the add-on page and was describing loss damage waiver
User knew what the answer was but couldn’t explain it in great detail.
“ I know what it is, but I can tell you off hand.”
“User was asked about the lost damage waver
Did not know what it meant.
“God! I have no idea what that means!”
Let’s investigate
We reviewed all the research gathered and created an affinity diagram to organize key insights. This visual representation helped uncover patterns in user behavior and highlight areas for improvement, ensuring the insights were actionable and informed the design process effectively.
Key findings from the user journey map revealed a consistently negative perception of the add-ons section. While initially not a primary focus, research highlighted its significance, leading to a strategic shift in priorities:
Insight-Driven Focus – Originally not a key area, but qualitative and quantitative research surfaced its importance.
Data-Backed Decision-Making – Multiple research methods identified the add-ons section as a critical pain point.
User-Centered Prioritization – Findings guided us to address real user needs, ensuring design efforts aligned with user expectations and business goals.
make add-ons clear
“The main Goal was make this page easy to understand and clear to the user. So they know all of the options.”
The Goal
Feel in control
“Make users feel in control and have more fun with this part of the process!
”
Enjoy the process
“Make the process enjoyable for the user and less stressful.”
PROTOTYPE
I developed a prototype for users of the desktop app, starting with detailed flow diagrams and sketches to map out the solution. Now, I’m bringing those ideas to life in a design tool, creating high-fidelity screens and seamlessly linking them together for an interactive experience.
FIRST ATTEMPT:
Too Many Steps: The process feels a bit cumbersome.
Clunky Add-On Section: Could be streamlined for a smoother experience.
Calendar Issues: Dates don’t update when navigating months, making it confusing.
Suggested Improvement: Refining the calendar interaction for better usability.
SECOND ATTEMPT:
Seamless & Intuitive UX: The booking process is now clearer and easier to use.
Streamlined Steps: Reduced unnecessary steps while maintaining clarity.
Improved Add-On Section: Allows for effortless customization without feeling clunky.
Enhanced Calendar Functionality: Dates now update dynamically for a smoother selection process.
Well-Designed CTAs: Guide users effectively through the booking journey.
Auto-Fill Feature: Enhances efficiency for a hassle-free experience.
Would you be ready to book your next Car ride?
Unlock a seamless booking experience with our new flow! By presenting clear options and guiding users step by step, we’ve eliminated friction and made booking effortless. The redesigned add-ons section is now simpler and more intuitive, while a new progress tracker keeps users informed and confident throughout the process. The result? Greater transparency, more user control, and a smoother journey from start to finish!
Reflection & Lessons Learned
This project reinforced the importance of user testing at every stage of the design process. Iterating based on real user feedback was crucial in refining the flow and creating a design that meets user needs. I also learned that collaborating with developers early in the process is key to ensuring design feasibility and smoother implementation