JOYRIDE:
Client Car Business Audit and Redesign
Project Overview:
Joyride Car Rental, Lease, and Sales approached our UX team to improve the user experience and attract new customers. The goal was to provide a streamlined booking experience for new users and allow them to quickly find and select the car they need, understand costs, and save time.
Problem Statement:
New users struggled with the existing booking website due to confusing navigation, unclear UX writing, confusing messaging, poor visibility, and a lack of information needed to make a selection.
User Testing & Affinity Mapping:
A focus group of recent graduates and young professionals was selected for user testing. Results showed 84% of users rented cars for vacation transport with rental times averaging 2-7 days. They wanted good insurance rates, customer service, safety, scheduling flexibility, a large selection of cars, and the ability to quickly and easily find the right car.
Click to expand affinity maps below
Focus Group:
A crucial challenge for this project was to target the right audience and identify their needs. A focus group of recent graduates and young professionals which represent Joyride's target audience was selected for initial UX audit testing of the Joyride website, user interviews, and for final prototype testing.
User interviews revealed the following data:
50 % of tested users take public transit to work
50 % own a car
16 % lease a car
40 % rent for business
50 % rent for emergencies
40 % rent for non-vacation leisure activities
84% rent for vacation ground transport.
Rental times average between 2-7 days.
Users want good insurance rates, customer service, safety, scheduling flexibility, a large selection of cars, and the ability to quickly ad easily find the right car.
Users will rent elsewhere due to poor customer service, lack of price comparison, and poor selection or availability of the type of car that would meet their needs.
Personas:
From research and user interviews, customer personas emerged highlighting the importance of seeing prices upfront and finding the right car quickly and efficiently.
Market Research:
The team conducted market research to understand the current market and how car rentals, borrowing, subscriptions, leasing, and sales are defined and transacted.
Prototyping:
The ideation phase prioritized crucial features to help users select and book a car. A new landing page, drop-down and calendar menus, advanced features menu, swipeable car type menu, and combined status bar and quick edit feature were added to the prototype. Sketches and wireframes were created before moving into high fidelity prototypes.
High-Fidelity Prototype:
The final prototype was created to bring designs to life and make it interactive. The prototype was tested with the focus group and received positive results.
Results:
The redesign improved the user flow and provided a simpler and more straightforward booking process. Users could quickly find the car they needed and understand costs, attracting new customers and increasing bookings.
Conclusion:
The Joyride Car Rental, Lease, and Sales redesign project was a successful collaboration. By utilizing user-centered design principles, the team identified and solved users' pain points and provided a simple solution. The high-fidelity prototype was well-received and improved Joyride's website and attracted new customers.
