hertz in-app rental process design
TRANSCRIPT
Reinventing Renting
A UX case study on the redesign of the Hertz rental process, by Emerald Lagow and Robert Boler
Hertz
• quality service
Hertz
• quality service
• diverse fleetHertz
• quality service
• diverse fleet
• adaptability
Hertz
Problem
• decrease in shorter-term rentals (1-2 days)Problem
• decrease in shorter-term rentals (1-2 days)
• inconvenience and costsProblem
The Brief
The Brief
core questions
Uber, Lyft, Zipcar, Car2Go
Uber, Lyft, Zipcar, Car2Go
convenience
Uber, Lyft, Zipcar, Car2Go
trustconvenience
Uber, Lyft, Zipcar, Car2Go
trustconvenience
Uber, Lyft, Zipcar, Car2Go
trustconvenience
Improving convenience and trust will have immediate benefits for all Hertz customers, and lay the groundwork for future growth.
Research
• comparative/competitive analysis
Research
• comparative/competitive analysis
• online reviews / socialResearch
• comparative/competitive analysis
• online reviews / social
• two user surveysResearch
• comparative/competitive analysis
• online reviews / social
• two user surveys
• identified consistent pain points
Research
Compare
Compare many steps
Compare many steps fewer steps
Compare
Compare
core attributes
Compare
Compare
Compare
shared leasing
Compare
shared leasing
shared membership
Compare
shared leasing
shared membership
ride hailing
Compare
shared leasing
shared membership
ride hailing
trip sharing
Compare
Compare
convenience
Compare
Compare
right direction
Online
Online
trust
Online
Online
rentals, “anxiety”
Online
rentals, “anxiety”
Uber, “easy”
Surveys
Surveys
Surveys
Surveys
1. dislike waiting
Surveys
1. dislike waiting
2. dislike up-selling
Surveys
1. dislike waiting
2. dislike up-selling
3. unclear expectations
Surveys
1. dislike waiting
2. dislike up-selling
3. unclear expectations
• usage: vacation, airports
Surveys
1. dislike waiting
2. dislike up-selling
3. unclear expectations
• usage: vacation, airports
• like control of rental
Users
Users
use case overlap
Users
User types:
Users
• Vacationing Family
User types:
Users
• Vacationing Family
• Business Traveler
User types:
Users
• Vacationing Family
• Business Traveler
• Road-tripper
User types:
Users
• Vacationing Family
• Business Traveler
• Road-tripper
• Ride-sharer
User types:
Users
• Vacationing Family
• Business Traveler
• Road-tripper
• Ride-sharer
Ideation
Ideation
phone-as-kiosk ease & convenience
Ideation
phone-as-kiosk ease & convenience
sharing rentals Zipcar’s social
Ideation
phone-as-kiosk ease & convenience
sharing rentals Zipcar’s social
airport pick-up Uber’s speed
Ideation
phone-as-kiosk ease & convenience
Ideation
phone-as-kiosk ease & convenience
benefits all users
Ideation
phone-as-kiosk ease & convenience
benefits all users
saves costs
Ideation
phone-as-kiosk ease & convenience
benefits all users
saves costs
lays groundwork
Ideation
Why a mobile app?
Ideation
• location services
Why a mobile app?
Ideation
• location services
• unlock car (RFID)
Why a mobile app?
Ideation
• location services
• unlock car (RFID)
• easy access to info and help
Why a mobile app?
Ideation
• location services
• unlock car (RFID)
• easy access to info and help
• brand presence
Why a mobile app?
Ideation
Ideation
Ideation
Ideation
Prototypes
Prototypes
Prototypes
Demo
https://projects.invisionapp.com/d/main#/console/7498358/160534054/preview
Improving convenience and trust will have immediate benefits for all Hertz customers, and lay the groundwork for future growth.
Q&A
Thank You
Emerald Lagow linkedin.com/in/emeraldlagow Robert Boler linkedin.com/in/rcboler