Driving change for the car rental industry

OVERVIEW
As a Senior Strategist, I led UX redesign sprints for Avis and Budget, two of the most recognizable brands in the car rental industry. The project aimed to streamline the digital rental experience, reduce friction in the booking process, and enhance usability across web and mobile platforms.

Through research-driven insights and a strategic approach, I worked closely with stakeholders to define key business goals, uncover user pain points, and create a seamless, intuitive rental journey that balances efficiency with customer satisfaction.

APPROACH
To redesign the Avis and Budget experience, our team took a user-centered, data-driven approach with a focus on usability, conversion optimization, and operational efficiency.

Discovery & Research
• Conducted stakeholder interviews to align business goals and technology constraints
• Analyzed user behavior and friction points using session recordings, heatmaps, and existing analytics
• Performed a competitive audit to benchmark industry best practices and identify areas for differentiation

Strategy & Definition
• Synthesized research findings into a UX Strategy Brief, outlining the vision, goals, and success metrics
• Defined user personas and key journeys to prioritize feature enhancements
• Collaborated with cross-functional teams to translate insights into functional and technical requirements

Design & Validation
• Developed wireframes and interaction flows to improve usability and task efficiency
• Created prototypes for stakeholder alignment and usability testing
• Documented functional specifications to ensure seamless implementation by developers
• By combining user insights, business objectives, and scalable design principles, the redesign aimed to create a more intuitive, seamless, and frictionless car rental experience, driving both customer satisfaction and revenue growth.
• Defined UX research and testing goals to validate design decisions, focusing on usability, task efficiency, and conversion optimization through prototype testing and iterative feedback loops.