|Context
The Car Rental Company is a responsive web platform that enables customers to browse available vehicles, compare rental options, and complete reservations through a streamlined online booking experience. Designed for individuals renting vehicles for business, leisure, or personal transportation, the platform serves users who value a fast, transparent, and trustworthy booking process across desktop devices. Operating within the digital mobility and car rental industry, it competes with both traditional rental companies and online booking platforms, where pricing transparency, trust, and ease of use are key differentiators. Research into competitor websites and usability testing revealed consistent friction throughout the booking journey, with users struggling to locate essential information, understand the true cost of a rental, and feel confident that their booking had been successfully completed. These insights formed the foundation of the redesign, which focused on improving transparency, clarity, and user confidence throughout the experience.
|The Problem
Information Transparency
Users struggled to quickly understand the rental process, vehicle details, and booking policies. Important information was either difficult to find or scattered across multiple pages, creating uncertainty before making a reservation.
Price Clarity
Pricing lacked transparency, making it difficult for users to understand the total rental cost. Additional fees, insurance options, and taxes were not clearly presented upfront, reducing confidence during the booking process.
Payment Confirmation
users were uncertain whether their payment method is accepted. The lack of immediate confirmation and clear next steps created anxiety and reduced trust in the overall experience.
|The Solution
Improve clarity of information
Present essential vehicle details, rental policies, and booking information in a clear, accessible, and easy-to-understand format, enabling users to make informed decisions with confidence.
Improve retention
Build long-term user confidence through a seamless booking experience, making customers more likely to return for future rentals.
Reduce friction
Simplify the booking journey by eliminating unnecessary complexity, enabling users to complete their reservation with greater ease and confidence.
|The Usability testing Research
The strategic foundation of this project relied on a rigorous analysis of user behaviors, utilizing pre-recorded primary research data, active UX investigative methods and holding interviews:
User Testing Interview Evaluation: Analyzed two deep-dive, pre-recorded user testing interviews provided by the institute. I systematically observed users navigating the live reservation paths of SIXT and Green Motion, tracking subtle behavioral hesitations, verbalized frustrations, and points of UI abandonment.
Usability Testing Generation: Designed and executed custom usability testing interview scripts. This involved creating realistic user scenarios (e.g., booking a weekend family trip with specific add-on insurance needs) to observe exactly how everyday users interact with interactive booking widgets, layout filters, and complex terms of service.
|The Affinity Diagram Study
To synthesize a large volume of qualitative feedback, I designed an AI-assisted workflow that rapidly identified recurring usability themes. Rather than relying on automated outputs, I manually reviewed every participant response against the original interview transcripts, validating each insight before it informed the design process. This approach accelerated analysis while ensuring every design decision remained grounded in verified user evidence.
|The Customer Journey Map Study
Through creating a persona named Mark based on the needs a requirement to satisfy the participants tested in the usability test to have a focus, goal and dislikes for mark. as Mark goes through the Journey of booking a vehicle, I discover pain points, positive points and missed opportunities such as presenting offers and a more comprehensible layout to secure customer and not have them abandon the website.
|The User Flow Design
With the primary usability issues identified, mapped the booking journey to understand where each friction point occurred within the experience. This blueprint guided the design process by exposing opportunities to improve information visibility, simplify decision-making, and provide clearer feedback at critical moments in the booking flow.
|The Design & Wire frame
This represents the initial website design concept. As the project progressed, several interface elements were refined and redesigned, resulting in the final solution presented in the prototype. These changes were informed by iterative design evaluation. The final design reflects a balance between user needs, technical feasibility, and implementation constraints.
|The Prototype
The goal was to design a comprehensive, website-focused solution specifically to meet the unique ecosystem.
|How This Improved Me
Developed a more structured UX process
Rather than jumping straight into interface design, I learned to frame the problem, define user needs, establish business goals, and justify design decisions.
Became more user-centered
Throughout the project, shifted focus from simply creating attractive screens to solving real user problems.
improved information architecture
One of the strongest skills practiced was organizing complex information into a structure that is easier to understand. worked on improving clarity, simplifying navigation, and making the booking process more intuitive so users could find what they needed with less effort.
Became more resilient as a designer
This project wasn’t a straight path. I received critical feedback, revised work, rewrote sections multiple times, and solved technical issues along the way. Each revision made the final result stronger and gave experience with the iterative nature of design projects.