Design tools

Figma, Miro Usability Hub Google docs

Date

February

Role

UX Designer

Duration


4 months


Projects

/

car-hire

Enhancing the car rental website's service

The project aimed to simplify the car rental booking process by resolving issues like information overload and a confusing interface. I conducted user research, designed a streamlined booking flow, and tested the solution for usability.

Design tools

Figma, Miro Usability Hub Google docs

Date

February

Role

UX Designer

Duration

4 months


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

I conducted in-depth usability tests with 3 users, guiding them through key booking tasks to uncover goals, behaviours, and pain points. The analysis revealed that the add-ons section was a major source of frustration, with 75% of users finding it confusing or unnecessary. Additionally, the overall booking flow presented opportunities to streamline navigation and improve usability across platforms.


Pain points

User quotes: fred

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"

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 quote: Jack

user was Still on the add on page and was describing loss damage waver

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 Still on the add on page and was describing loss damage waver

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 quote: Tina

User was asked about the lost damage waver

Did not know what it meant.

“God! I have no idea what that means!”

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 of our findings will guide our analysis and inform design decisions in the later stages of the UX process.

Based on the user journey map, it was evident that there was a consistently negative perception of the add-ons section. Initially, I hadn’t planned to focus on this area, but insights from various research methods highlighted it as a key issue worth addressing

Based on the user journey map, it was evident that there was a consistently negative perception of the add-ons section. Initially, I hadn’t planned to focus on this area, but insights from various research methods highlighted it as a key issue worth addressing

Based on the user journey map, it was evident that there was a consistently negative perception of the add-ons section. Initially, I hadn’t planned to focus on this area, but insights from various research methods highlighted it as a key issue worth addressing

The Goal

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.!

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.

The flow & Sketching the user journey

Building on the customer journey map from the previous project, I designed a high-level booking flow that aligned with the 'ideal' or 'happy' path for users. Guided by user feedback, I sketched initial wireframes to reduce cognitive load by breaking the booking process into clear, manageable steps. This approach allowed me to identify critical pain points, refine the flow with purpose, and create an intuitive, user-centred experience that met user needs and expectations.

Building on the customer journey map from the previous project, I designed a high-level booking flow that aligned with the 'ideal' or 'happy' path for users. Guided by user feedback, I sketched initial wireframes to reduce cognitive load by breaking the booking process into clear, manageable steps. This approach allowed me to identify critical pain points, refine the flow with purpose, and create an intuitive, user-centred experience that met user needs and expectations.

1 minute video of the first protoype

Feedback

Feedback

Your car rental prototype has a clear and linear flow, which is great for testing the high-level interactions, layout, and overall user experience. The call-to-action buttons are well-designed and effectively guide users through the booking process. I also appreciate the inclusion of the auto-fill feature—it’s a nice touch that enhances usability. over all there were to many steps for the user and the add on section was quite clunky. Additionally, the calendar functionality needs attention. While you can navigate between months, the dates don’t update according to the selected month, which can be confusing. Improving this interaction will make the calendar more intuitive.

Your car rental prototype has a clear and linear flow, which is great for testing the high-level interactions, layout, and overall user experience. The call-to-action buttons are well-designed and effectively guide users through the booking process. I also appreciate the inclusion of the auto-fill feature—it’s a nice touch that enhances usability. over all there were to many steps for the user and the add on section was quite clunky. Additionally, the calendar functionality needs attention. While you can navigate between months, the dates don’t update according to the selected month, which can be confusing. Improving this interaction will make the calendar more intuitive.

Add on section second attempt

Conclusion

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

Design tools

Figma, Miro Usability Hub Google docs

Date

February

Role

UX Designer

Duration


4 months