A DESIGN SOLUTION FOR SHORT - TERM CAR RENTALS.
Social rider sharing on Hertz.
Hertz is a very popular car rental services. Hertz has been seeing a steady decline in their 1-2 day aka short term rentals due to the emergence of share-based care rental services like Zipcar etc. Our goal is to build a ride sharing platform on top of the existing Hertz Infrastructure.
OVERVIEW
OBJECTIVE
Hertz was looking for a short - term car rental market. A goal was to create a low-fidelity prototype as a team. By creating a digital platform that provides a more engaging way to connect drivers and riders.
SOLUTION
Our research conduct that most of the people were unaware of the locations of the hertz, rather than creating a different app we thought to build a peer to peer carsharing service, that both drivers and riders can trust and rely on. We implemented a mobile app prototype that presents our idea. In our design and prototype implementation, we emphasize on establishing trust and safety which is the most important features that users cared about, based on our user research. We tried to implement the mobile application that enables renter to locate and rent from nearby hertz locations, an individual can select their ride going to the same location.
Role
I collaborate with 2 UX Designers, My role was to conduct research, create personas and ideate design solutions. Afterward, I worked independently to build higher fidelity wireframes, create a working prototype and explore the visual design.
Duration: 2 weeks.
Creating an MVP through user and market research, rapid prototyping, usability testing, and visual design
Tools & Methods
Concept Design, User Research, Surveys, Competitive/Comparative Analysis, Empathy Map, Users Personas, Wireframes, Prototyping, Usability Walkthrough.
Tools - Sketch, Invision, Paper + Pen, GoogleForms.
PROCESS
We searched and analyzed other companies to understand the features being used, also we want to understand why people uses this service?
Therefore, for our better knowledge, we conducted secondary user research, of a share-based economy, of the existing competitive car services like Enterprise, Uber, Zipcar, Getaround.
Compared with the peer to peer services such as Airbnb, Hinge, couch surfing, we tried to identified the strategies and features from this services and tried to use trust and safety from them into our application.
Trust and Safety matters
Taking one step ahead from our comparative/competitive research we built Google form for a survey in which we get 50 responses, we decided to take it further and also conduct 6 in-person interviews. Involving perception and experience with the share-based economy.
Defining a user need
Persona Development
Personas guide us in our design process, combined insights and behaviors learned through interviews.
Janet, our main persona needs a cheap and flexible means of transportation. She doesn't mind traveling with a stranger as long she is able to drive with her friend.
Design and Conceptualization
As a team, we collaborated on a white board to get speaking for our ideas. It is important to discuss our thought and process and define our ideas. We then transferred our thoughts on paper.
Interactive Prototype
After modifying wireframes we created a prototype in Invision through an eye of our persona, Janet.
Janet wants to join a ride with her friend. They are planning on leaving SF on Friday and driving down to LA to attend a music festival. Watch the prototype to see how she join a ride.
Describe your image.
Describe your image.
Describe your image.
Usability Walkthrough
Using sketch we created high-fidelity wireframes to conduct usability walkthrough, this wireframe helps us having their initial reaction through their observation and questions.
Usability walkthrough was quite helpful in refining out approach in quick iterations. This exercise helped us to iterate flow, to create clear CTA's and help users ability to make changes while navigation through pages.
User Comments & Feedback
"Easing users into the concept of shearable rental cars."
"Translate safety within the landing page."
"Allow users to see filters while scrolling through potential ride option."
"Make main CTA's more clear."