Luxury Cars
Challenge
To create a luxury car rental service website.
My role
To create a website that estimulates convertion and makes the car renting process easy and delightful, wich involved user research, information architecture and user interface design.
01
Meeting the user
PERSONA
Christopher
ENTERPREUNER
Age: 35
Income: Very high
Technology Proficiency: High
Favorite Brands: Rolex, Riva, Gucci.
USER JOURNEY MAP
| STAGES | 1. SCHEDULING A VACATION OR A BUSINESS TRIP | 2. RENTING THE CAR | 3. GETTING THE CAR |
|---|---|---|---|
| MOOD | Excited. | Worried and having doubts. | Very excited. |
| DOING | Accessing the website from Google, any advertisement or friend indication. | At home or at the office, in a computer or mobile device. | Receiving at the chosen place. |
| THINKING |
I want to have the greatest vacation ever. I will go to the meeting with perfect clothes and an impressive car. I will search for the best deal to rent the car. |
I would like to rent the specific car that I choose. Same model and colour, not a similar car. If I crash the car, would I have to pay a high cost to fix it? Could they deliver the car at the place and time that I want? |
Is the car exact the same that I rented? I dont want to lose time getting the car. |
| OPPORTUNITIES | Make marketing campaigns envolving real stories of great vacation or business trips. |
Rent the specific car that the
user chooses (To make it
happen, the cancelation will
not be posible. Users answered
that this is acceptable,
because they are used to it
when they"re booking hotels).
Include the taxes covering full protection. Offer a customized delivery option (discrete; romantic with chocolates for a dating couple; car brand fan - with souvenirs of the car brand). |
Customize anything that is
possible with a message: Name
of the driver, welcome aboard.
It'd be nice to customize the
start of the car media player,
because its related to
technology.
Use QR codes to read vouchers or anything else to avoid losing time when getting the car. |
STAKEHOLDER KEYS
Car Brands
Car Insurance Companies
02
Principles
Luxury Cars offers the experience of going anywhere with the best cars in the world.
Luxury Car is the partner of the best vacations of users lives and it provides a delightful way to visit cities.
To make users happy, safe and let them feel like they're driving their own car of their dreams.
KPIS
How to measure success?
Increase number of car rentals.
Increase conversion rate.
Reduce drop-out rate in the rental process.
03
Site Map
All car pages will appear in search engine results. Considering this scenario, the user will start the flow at the car page and will fill the form to know if the car is available at the desired location, date and time.
If it's not, the website will show the car selection page saying that the car is not available for now, but with a new list with a similar model in the first place. For example: if you check if a Porsche Carrera is available, and it's not, the website will show other Porsche models first and then will show cars in the same category, in this example, Sport Cars.
04
User Interface
HOME
CAR SELECTION
CAR PAGE
CHECKOUT
IA AND STRATEGY
01. Key navigation path
The key navigation path, (location/date form),
which is also the primary navigation, is the first
element seen in the page, after the brand, and it
has loud colors.
02. Value proposition is highlighted and it's in the fold
"Go everywhere with the best cars in the world".
03. Secondary navigation
"Login", "Sign up" and "My Reservations" were placed
where users are used to see in websites.
04. Secondary content
It was applied with quiet colors and smaller
elements to highlight the form and value
proposition.
05. In car selection page the form becomes secondary navigation
To eliminate distractions and highlight the call to
actions (green button - car choice).
06. A little bit of delight
A silhouette of the city chosen by the user is
presented. The idea is to have illustrations for
well known cities and apply a neutral city
silhouette if the respective illustration isn't
available.
07. Car images
To focus on the product, car images are big and
placed in first field. After all, there aren't any
arguments more powerful then these beautiful
machines.
08. Why was the dark UI chosen?
Besides the color palette reflecting luxury and a
premium mood, it makes possible to apply lights
and shadows to highlight the product.
STYLE GUIDE
05
Final Words
One of the first insights that I had in the start of this project was that those are the most beautiful cars,
just like pieces of art. So, why not make an almost invisible product? The cars talk for themselves. And
it was a great idea, the visual design was highly rated by users.
After this project, I learned a mindset to always keep the experience as simple as possible. The complexity has to run from behind, not being visible to the users. I've readed a lot about this advice and it was a great learning putting it into practice.