Overview
Background
The Avis Car Rental app and web platforms are designed to help users in booking and managing car rentals, with the aim of making users' travel more convenient.
Problem
However, as one of the top rental companies, Avis is missing customizable pricing options, clear pick-up/drop-off instructions, and safety check information for a better rental experience.
The Goal
Our project aims to improve the car rental journey, ensuring users can effortlessly reserve their preferred cars and experience a hassle-free pick-up and drop-off process with clear instructions.
Target User:
1. People who need a car for long-distance travel
2. People who need to rent a car while their vehicle is being repaired
Potential Impact
Why our redesign will be profitable?
Improved Experience
Improved Experience
Streamlines booking, pickup, and return, boosting user experience and attracting both repeat and new customers.
Streamlines booking, pickup, and return, boosting user experience and attracting both repeat and new customers.
Increased Efficiency
Increased Efficiency
A smoother process encourages customers to use the app more often, leading to higher rental frequency and increased revenue.
A smoother process encourages customers to use the app more often, leading to higher rental frequency and increased revenue.
Competitive Advantage
Competitive Advantage
Improvements boost user satisfaction, making Avis stand out and potentially gaining more market share from rivals.
Improvements boost user satisfaction, making Avis stand out and potentially gaining more market share from rivals.
Solution
Solution
Before
After
Reserve Car Rentals
Intuitive layout with filters and sorting for a better browsing experience. Intuitive design with "Upcoming Rentals” for easier reservation management from the landing page.
Before
After
Reserve Car Rentals
Intuitive layout with filters and sorting for a better browsing experience. Intuitive design with "Upcoming Rentals” for easier reservation management from the landing page.
Before
After
Reserve Car Rentals
Intuitive layout with filters and sorting for a better browsing experience. Intuitive design with "Upcoming Rentals” for easier reservation management from the landing page.
Before
After
Reserve Car Rentals
Intuitive layout with filters and sorting for a better browsing experience. Intuitive design with "Upcoming Rentals” for easier reservation management from the landing page.
Before
After
Fast Pick-up
Clear car pickup methods and an efficient car collection experience. Offering detailed car pickup location.
Before
After
Fast Pick-up
Clear car pickup methods and an efficient car collection experience. Offering detailed car pickup location.
Before
After
Fast Pick-up
Clear car pickup methods and an efficient car collection experience. Offering detailed car pickup location.
Before
After
Fast Pick-up
Clear car pickup methods and an efficient car collection experience. Offering detailed car pickup location.
New Feature 📸
We’ve introduced new features to ensure users have a seamless, evidence-backed experience throughout their journey, requiring photo documentation when picking up and returning a vehicle.
Is this feature necessary?
Through our discussion, we believe this feature is essential. Not only does it provide a convenient way for businesses to check the condition of vehicles, but it also makes returning the vehicle more convenient for users. Additionally, it ensures protection for both parties, preventing potential disputes in the future.
New Feature 📸
We’ve introduced new features to ensure users have a seamless, evidence-backed experience throughout their journey, requiring photo documentation when picking up and returning a vehicle.
Is this feature necessary?
Through our discussion, we believe this feature is essential. Not only does it provide a convenient way for businesses to check the condition of vehicles, but it also makes returning the vehicle more convenient for users. Additionally, it ensures protection for both parties, preventing potential disputes in the future.
New Feature 📸
We’ve introduced new features to ensure users have a seamless, evidence-backed experience throughout their journey, requiring photo documentation when picking up and returning a vehicle.
Is this feature necessary?
Through our discussion, we believe this feature is essential. Not only does it provide a convenient way for businesses to check the condition of vehicles, but it also makes returning the vehicle more convenient for users. Additionally, it ensures protection for both parties, preventing potential disputes in the future.
New Feature 📸
We’ve introduced new features to ensure users have a seamless, evidence-backed experience throughout their journey, requiring photo documentation when picking up and returning a vehicle.
Is this feature necessary?
Through our discussion, we believe this feature is essential. Not only does it provide a convenient way for businesses to check the condition of vehicles, but it also makes returning the vehicle more convenient for users. Additionally, it ensures protection for both parties, preventing potential disputes in the future.
So,
Why did we choose AVIS?
So,
Why did we choose AVIS?
Research
Source : Mordor Intelligence
Take the current car rental market as a perspective
Take the current car rental market as a perspective
Market
Market
The car rental market was valued at USD 119.28 billion in 2021 and is forecasted to grow to USD 223.07 billion by 2027.
The car rental market was valued at USD 119.28 billion in 2021 and is forecasted to grow to USD 223.07 billion by 2027.
Growth rate
Growth rate
Expected compound annual growth rate (CAGR) of over 11% from 2022 to 2027.
Expected compound annual growth rate (CAGR) of over 11% from 2022 to 2027.
Dominant position
Dominant position
North America is anticipated to lead the global market in revenue, maintaining its dominance through the forecast period.
North America is anticipated to lead the global market in revenue, maintaining its dominance through the forecast period.
What I learned
What I learned
From the chart, we can boldly infer that the growth rate of the car rental market in North America is considerable, which shows that the demand for car rental services in the region, including the United States, must also continue to grow.
From the chart, we can boldly infer that the growth rate of the car rental market in North America is considerable, which shows that the demand for car rental services in the region, including the United States, must also continue to grow.
What is the position of AVIS in the car rental market?
What is the position of AVIS in the car rental market?
Source : statista
Source : Nerdwallet
💡Finally, it may be concluded
💡Finally, it may be concluded
💡Finally, it may be concluded
User Amount
User Amount
Avis ranks fourth with 63% of users. It has a strong presence in the market but has room to grow compared to leader Enterprise (84%).
Avis ranks fourth with 63% of users. It has a strong presence in the market but has room to grow compared to leader Enterprise (84%).
Pricing
Pricing
Avis charges an average of $570 per week, which is mid-range. This price point means that customers expect a premium experience, but the current experience does not meet user expectations.
Avis charges an average of $570 per week, which is mid-range. This price point means that customers expect a premium experience, but the current experience does not meet user expectations.
Avis charges an average of $570 per week, which is mid-range. This price point means that customers expect a premium experience, but the current experience does not meet user expectations.
Growth space
Growth space
Growth space
Since Avis is not the market leader, improving user experience can increase users' car rental rates.
Since Avis is not the market leader, improving user experience can increase users' car rental rates.
🔍 Let’s continue to explore the room for improvement in AVIS
Competitor Analysis
Competitor Analysis
Here are the features users can expect from the Hertz, Sixt and Budget car rental apps:
Here are the features users can expect from the Hertz, Sixt and Budget car rental apps:
Survey
Survey
Survey
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.
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?
What do you think is the worst part of the experience when using Avis Car Rental?
62.5%
62.5%
62.5%
62.5%
of users consider
of users consider
Chose pick-up and drop-offIt was difficult to find vehicles that fit their budget
Chose pick-up and drop-offIt was difficult to find vehicles that fit their budget
Chose pick-up and drop-offIt was difficult to find vehicles that fit their budget
Chose pick-up and drop-offIt was difficult to find vehicles that fit their budget
50%
50%
50%
50%
of users thought
of users thought
The user interface of the car booking process was unclear.The customer service and post-sale service were poor.
The user interface of the car booking process was unclear.The customer service and post-sale service were poor.
The user interface of the car booking process was unclear.The customer service and post-sale service were poor.
The user interface of the car booking process was unclear.The customer service and post-sale service were poor.
📍Key Insights from research
📍Key Insights from research
Through conducting above analysis and research, we have gained valuable insights into user needs.
Through conducting above analysis and research, we have gained valuable insights into user needs.
Through conducting above analysis and research, we have gained valuable insights into user needs.
Improved Experience
Improved Experience
Improved Experience
Users need price filters to select rental vehicles that best fit their budget.
Users need price filters to select rental vehicles that best fit their budget.
Users need price filters to select rental vehicles that best fit their budget.
Clear pick-up and drop-off instruction
Clear pick-up and drop-off instruction
Clear pick-up and drop-off instruction
Users need clear instructions, guiding them to the rental vehicle parking spot and keys.
Users need clear instructions, guiding them to the rental vehicle parking spot and keys.
Users need clear instructions, guiding them to the rental vehicle parking spot and keys.
Proof of vehicle condition
Proof of vehicle condition
Proof of vehicle condition
Users need price filters to select rental vehicles that best fit their budget.
Users need price filters to select rental vehicles that best fit their budget.
Users need price filters to select rental vehicles that best fit their budget.
💡
Many users mentioned that they had issues with the customer service; however, we are not able to design the quality of service within the redesign project
Many users mentioned that they had issues with the customer service; however, we are not able to design the quality of service within the redesign project
🎯
Therefore, we chose to bypass enhanced customer service in our redesign, recognizing that its qualities extend beyond product design.
Instead, we focused on what we could do right now: providing customizable pricing options and detailed safety instructions. This strategy not only builds trust but also enriches the rental experience for all of our customers, whether they are first-time visitors, returning guests, or long-term guests with us.
Therefore, we chose to bypass enhanced customer service in our redesign, recognizing that its qualities extend beyond product design.
Instead, we focused on what we could do right now: providing customizable pricing options and detailed safety instructions. This strategy not only builds trust but also enriches the rental experience for all of our customers, whether they are first-time visitors, returning guests, or long-term guests with us.
User Testing (Wireframe)
User Testing (Wireframe)
After creating a set of initial wireframes, we conducted user testings to discover usability issues and revise an updated version for a more intuitive experience
Home Page
Home Page
Before
．Hard to intuitively start making reservations
After
．Enlarged reserving area to emphasize the function
．Added current rental status for a seamless reservation management
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Before
．Hard to intuitively start making reservations
After
．Enlarged reserving area to emphasize the function
．Added current rental status for a seamless reservation management
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Vehicle Browsing
Vehicle Browsing
Before
．Content overloaded with nonessential information
After
．Clarified content and features for clear interface
．Replaced non-primary content with icons for clarity
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Before
．Content overloaded with nonessential information
After
．Clarified content and features for clear interface
．Replaced non-primary content with icons for clarity
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Fast Pick Up (Find Location Page)
Fast Pick Up (Find Location Page)
Before
．The car pickup location is unclear.
After
．Provide clear information.
．Provide detailed parking lot location
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Before
．The car pickup location is unclear.
After
．Provide clear information.
．Provide detailed parking lot location
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Fast Drop Off (Take Photos Page)
Fast Drop Off (Take Photos Page)
Before
．Unclear instructions
．Lack of content hierarchy
After
．Offer clear and user-friendly instructions
．Clear placeholder with icons
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Before
．Unclear instructions
．Lack of content hierarchy
After
．Offer clear and user-friendly instructions
．Clear placeholder with icons
Before
Hard to intuitively start making reservations
After
Enlarged reserving area to emphasize the function
Added current rental status for a seamless reservation management
Final Design 01 (Mobile)
Final Design 01 (Mobile)
Final Design 02 (Web)
Final Design 02 (Web)
Takeaway
Takeaway
Practicality and Error Feedback Design
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.
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.
Problem Screening and Decision-Making
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.
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.
Communication & Corporation
Communication & Corporation
In collaboration, when undecided, we can create multiple plans and then discuss as a group to decide on the best solution.
In collaboration, when undecided, we can create multiple plans and then discuss as a group to decide on the best solution.
Next Step
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.
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.