Avis Rental App and Web Platform
Streamline Car Rental: Effortless Booking, Pickup, and Drop-off
Duration
12 weeks
Our team
UX Lead/ UX Researcher | Coco Fan
UX Researcher | Nicole Su
UI/UX Designer | Edward Tsai
OVERVIEW
Background:
Designed to ease the travel grind, the Avis Car Rental app and website aim to be go-tos for snagging and managing car rentals. But, let's face it – not everyone's been thrilled. With a nod to our digitally savvy travelers, we're rolling up our sleeves for a redesign. It's all about keeping Avis not just in the race but leading the pack in making travel breezy and hassle-free.
Problem:
Yet, despite Avis's reputation as a leading rental company, it's falling short in areas customers care about: customizable pricing options, straightforward pick-up and drop-off guidance, and transparent safety checks are missing from the equation. These gaps are crucial for elevating the rental experience.
The Goal:
Our goal is to revamp the car rental journey, making sure booking the perfect ride is a breeze and picking up or dropping off your car is smoother than ever, with instructions that couldn't be clearer.
Target Users:
People who need a car for long-distance travel
People who need to rent a car while their vehicle is being repaired
POTENTIAL IMPACT
Why our redesign will be profitable?
1.Improved Experience
Streamlining booking, pickup, and return enhances user satisfaction, attracting new and returning customers alike.
2.Increased Efficiency
Smoother processes encourage more frequent use, boosting rental frequency and revenue.
3.Competitive Advantage
Strategic improvements elevate satisfaction, setting Avis apart and capturing more market share.
SOLUTIONS OVERVIEW
Before
Lack of Selection Options
Originally, the design lacked a filtering feature, preventing users from selecting car models that fit their budget and preferences.
No Clear Purpose: Prioritizing Payment Over Searching
In the original design, payment options were prominently featured, overshadowing the primary goal of providing a delightful search experience for the ideal vehicle.
After
Filters & Sorting to Find a Perfect Ride
Now featuring filters and sorting, our intuitive layout ensures user effortlessly find the dream ride, turning the once cumbersome search into a breeze.
Refocusing on Discovery
While keeping car pricing information accessible, we direct users' attention towards selecting their preferred vehicle model, presenting the options to 'Pay Now' or 'Pay Later' only at the final payment stage.
Before
Cluttered Fast Pickup Information
The original design cluttered the user interface with various call-to-action options besides pickup information, leading to a lack of focus on essential details and resulting in decision fatigue for users.
Essential Details Lack Specificity
Users still face confusion during car pickup in large parking lots due to the provided locations lacking specificity.
After
Thoughtful Pickup Instructions
Effortless collection with crystal-clear instructions and pinpoint pickup locations get on the road faster and fuss-free.
New Feature
Secure Your Journey: Evidence-Enhanced Photo Upload Feature
We've introduced a new photo upload feature to guarantee a seamless, evidence-supported experience throughout the user's journey, requiring photo documentation for both car pickup and return.
By now, you might be curious:
Why I chose AVIS?
How did I identify the issues and craft the solutions?
Let's dive in for a closer look
Raise a Question
Before designing, I wanted to understand the overall state of the US car rental market？
Market Growth: The car rental market is experiencing robust growth, projected to rise from USD 119.28 billion in 2021 to USD 223.07 billion by 2027.
Growth Rate: The market is expected to grow at a compound annual growth rate (CAGR) of more than 11%.
Regional Dominance: North America is expected to maintain its lead in the market in terms of revenue.
What I learned
From this graph, we can infer that the demand for car rentals in the United States is expected to increase, as North America is projected to continue dominating the global market in revenue terms. This suggests a growing need for car rental services in the region, including the United States
Raise a Question
So, in a market where demand for car rentals is on the rise, what has been the trend in recent years regarding the number of users and pricing for car rental companies in the United States?
Key Insights from the charts
Market Position: Avis has a 63% rental frequency, placing it fourth. It's strong in the market but has room to grow compared to the leader, Enterprise, at 84%.
Pricing: Avis charges an average of $570 per week, which is mid to high-range. This price point means customers expect a quality experience, but current experience doesn't meet users' expectation.
Room for Improvement: Since Avis is not the market leader, improving its UX could help capture more market share.
Raise Questions
So, where does the current experience miss the mark for users?
How do AVIS's rivals charm their way into customers' hearts with their strengths?
COMPETITOR ANALYSIS
While specific features may vary, here are some common positive features that users often appreciate in the Hertz, Sixt, and Budget car rental apps:
Convenient Reservations:
Hertz's app typically allows users to easily make reservations, providing a streamlined process for booking.
Location Finder:
Users can easily locate Hertz rental locations and get directions to the nearest one, enhancing convenience.
Vehicle Selection:
The app may offer a range of options for selecting desired vehicles, allowing users to choose based on their preferences.
Reservation Management:
Users can conveniently book and manage their rentals through the Sixt app, including the ability to modify reservations.
Quick Pickup:
Sixt Express Card holders can use the app for expedited rental car pickup, providing a faster and more efficient process.
Mobile Check-In:
The app may feature a mobile check-in option, allowing users to streamline the check-in process when arriving at the rental location.
Rewards Tracking:
The app may allow users to track their Fastbreak rewards and points acquired through rentals, enhancing customer loyalty.
User-Friendly Interface:
Budget's app typically features a user-friendly interface, making it easy for customers to navigate and use the app.
Reservation Integration:
Users can access and manage reservations seamlessly, ensuring a smooth experience when planning and organizing rentals.
SURVEY & INTERVIEW
In order to gain a deeper understanding of users who have used Avis, we had 16 participants fill out a survey and conducted detailed interviews with 4 participants.
What do you think is the worst part of the experience when using Avis Car Rental?
62.5% of user
Chose pick-up and drop-off
Felt it was difficult to find vehicles that fit their budget
50% of user
Thought the customer service and post-sale service were poor
Thought the user interface of the car booking process was unclear
Interview Highlighted
"I think the Avis app's UI is unclear and out-of-date, which makes it somewhat inconvenient to use"
"I used the QuickPass feature for a quick pick-up, but I was not sure about the specific location to pick up the car especially in airport parking lot."
"I want to choose a car that fits my budget, but there is no way to adjust the price."
"Customer service usually can't solve my problems, even though they have online services."
USER JOURNEY MAP
Key Insights from research
Through conducting above analysis and research, we have gained valuable insights for user needs.
More filter options
Users need price filters to select rental vehicles that best fit their budget.
Proof of vehicle condition
Users need opportunities to upload photos to verify the condition of the vehicle at pick-up and drop-off.
Clear pick-up and drop-off instruction
Users need clear instructions, guiding them to the rental vehicle parking spot and keys.
A Better customer service
Users need the customer services to solve their problem during the trip.
Many users mentioned that they had issues with the customer service; however, we realized that we are not able to design the quality of service within the product redesign.
So, we've chosen to bypass enhancing customer service in our redesign, recognizing that its quality falls outside the product design spectrum.
Instead, we're focusing on what we do best: providing customizable pricing options and detailed safety instructions. This strategic shift not only builds trust but also enriches the rental experience for all our customers, whether they're here for the first time, returning, or with us for the long haul.
Drawing on our insights, we embarked on the design phase.
STEP1: USER FLOWS
Flow 1 Reserve a Rental Car
Flow 2 Fast Pick-up
Flow 3 Fast Drop-off
STEP2: WIREFRAMES & USABILITY TEST
STEP3: STYLE GUIDE
FINAL SCREEN 2
TAKEAWAYS
Problem Screening and Decision-Making
During a redesign, we need to consider what is within the product's scope and what is not. For example, we can improve the way customers can contact support, but we can't change the quality of service they provide.
Practicality and Error Feedback Design
Usability Design: Beyond UI aesthetics, we should prioritize practicality, especially with the use of gray in fonts. It's important to ensure the gray is not too light, considering user experience.
Error Statement: Users need error state alerts for clicks or mistakes to guide them smoothly through processes.
Communication & Corporation
In collaboration, when undecided, we can create multiple plans and then discuss as a group to decide on the best solution.
Next Step
Many users have reported poor service from Avis's customer support, with only phone and email contacts available in the app. We plan to develop online services, allowing users to communicate with customer service via chatbox in real time for more efficiency. If customer service can offer improved solutions, Avis could stand out in the rental market.
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