Revolutionizing the AVIS App Experience
UX DESIGN | UX RESEARCH | MOBILE DESIGN
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Design Methods
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Brand Discovery
Personas
User Stories
User Journey Mapping
Wireframes
User Testing Scenarios
Prototypes
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Tools
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Figma, Figjam, Miro, Trello
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Duration
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12 weeks
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Role
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Primary Designer
Project Overview
For my 12-week mobile design project, I had the opportunity to redesign the Avis car rental app with a primary focus on enhancing customer service aspects. Despite the popularity, many face difficulty with navigation and customer support, demanding seamless experience. As the sole UX designer on this project, my goal was to create a more intuitive and user-friendly app that would streamline the car rental process and improve customer satisfaction.
The Challenge
Imagine landing in a new city for an important meeting, and within minutes, seamlessly renting a car with all the necessary details at your fingertips. This was the vision and the challenge: to redesign the Avis car rental app to cater specifically to the needs of business travelers.
Current State and Metrics
5,500
Locations
165
Countries
9,147,627
Monthly Visits
Given the Avis app's extensive customer base and its current bounce rate of 4.14%, it's essential to understand the underlying reasons for this high rate. Identifying and addressing these causes is crucial for improving user engagement and overall satisfaction.
Research
To gain a deep understanding of the target users and their needs, I conducted user interviews, surveys, and usability testing. Key insights from this research revealed that customers wanted a more seamless booking process, better visibility into rental costs, and improved post-rental support.
Observing customer feedback
Poor car rental process
Critical features like "Return Car" frequently malfunction, leaving customers stranded, especially after-hours. Poorly designed processes disrupt rental experiences, causing inconvenience and frustration.
Inadequate customer support
Lack of accessible in-app support options or attendants, making it difficult to resolve issues or get assistance when needed.
Difficulty accessing & viewing rental information
Confusing navigation and information architecture hinder users from easily finding and viewing their rental details and schedules.
Competitive Analysis
Persona
Customer Journey
User Story
“As a business traveler, I want a seamless and efficient car rental process, so I can quickly get the car I need and stay on schedule during my trips.”
Opportunities
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Display fully inclusive rental price upfront, wtih all taxes, and fees.
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Clear reservation details.
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Display key specifications for easy vehicle comparison.
Wireframe Analysis and Iteration
Optimizing the Home Screen: Clarity and Value Proposition
The text changes in the search bar card and CTA card were driven by the principles of clear communication and setting the right context for users.
The reworded text prioritizes highlighting the key value proposition upfront, making it more prominent and compelling for users. By streamlining the messaging, the intention was to reduce cognitive load and ensure that the primary benefit is communicated clearly and concisely.
Vehicle Selection: Enhancing Scannability and Accessibility
In this wireframe, I used horizontal scrolling for vehicle brands, but user research findings suggests that vertical layouts are more intuitive on mobile, especially for accessibility. Hence, the final design uses a vertical card layout with a clear top-down hierarchy for improved scannability.
Account Creation: Improving Accessibility and CTA Hierarchy
To improve accessibility and maintain a clear hierarchy of calls-to-action (CTAs), I replaced the 'Start Here' button with a clickable link text 'Already have an Avis Wizard number?'. This approach aligns with accessibility best practices by providing a more descriptive and actionable link, while also ensuring that the primary CTA for new users remains the focal point of the form.
KJ Analysis
To ensure that the redesign of the Avis car rental app effectively addresses the needs of business travelers, I facilitated a KJ analysis with a team of two other subject matter experts. The goal was to identify which features need to be prioritized and implemented for a better user experience and to determine the areas requiring immediate attention.
Insights
Based on the KJ analysis summary, the key priorities identified related to navigation and user interface were:
Navigation
User Interface
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Provide clear navigation guidance to seamlessly guide users through the rental process workflow.
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Ensure the navigation is intuitive and easy to use, aligning with user expectations.
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Improve touch interaction by increasing the size of interactive elements like filter icons.
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Implement advanced filtering capabilities like price sliders for better control over search refinement.
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Optimize the information layout to prominently showcase essential details like rental location, vehicle specifications, insurance coverage, and child seat availability.
Final Comps
ORIGINAL
Home Screen
Quick access to rental, membership information and booking
RE-DESIGN
Placed search, call-to-action in thumb-zones to improve usability and accessibility for one-handed mobile use cases.
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Customers can have access to 24x7 chat support at the top right corner.
ORIGINAL
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RE-DESIGN
Add Rental Details Screen
Easy date and time selection, along with location update.
Select a Vehicle Screen
ORIGINAL
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RE-DESIGN
Displaying personalized recommendations based on user preferences and rental history to enhance the car selection process.
Adding filters and sorting options to allow users to easily browse and select from a wider range of available cars at all major rental locations.
Challenges and Lessons Learned
Seamless Digital Experience Across Touchpoints
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The competitive analysis likely highlighted the importance of providing a seamless, omnichannel experience across digital touchpoints like the website, mobile app, and other channels.
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Ensure a consistent look, feel, and functionality across platforms to meet user expectations for a cohesive brand experience.
Intuitive and User-Friendly Interface
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Usability testing revealed the need for an intuitive, user-friendly interface that makes it easy and quick for customers to navigate, search, book, and manage their rentals.
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Prioritize a clean, uncluttered design with clear information hierarchy and intuitive flows based on user feedback.