Hertz Booking Engine Upgrade — 347% More Time on Site, 38% Lower Bounce Rate
ROLE
TEAM
TIMELINE
SURFACE
Sketch, Jira, Hotjar
AT A GLANCE
PROBLEM
Confusing Form Structure
Limited Visibility of Offers and Services
Slow Booking Completion
SOLUTION
IMPACT
RESEARCH
Key findings & Pain points
Key usability insights and systemic issues uncovered through research, guiding strategic design improvements.
Fragmented Booking Flow
Users were required to jump between pages and re-enter information multiple times, creating unnecessary friction in the booking process.
Lack of Mobile Optimization
The existing website did not adapt well to mobile devices, leading to poor usability and high abandonment on smaller screens.
Underutilized Business Verticals
Services like van rental and chauffeur were difficult to discover, resulting in missed opportunities for conversion and differentiation.
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Service Design & IA Strategy
We analyzed the unique needs of each business vertical including car rental, car leasing, van rental, and chauffeur services. Each offering had distinct users, expectations, and operational constraints. By defining separate user flows and IA models, we ensured that content and navigation were fully aligned with user intent. This led to the creation of dedicated microsites that delivered focused, conversion-oriented experiences.
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User Types & Booking Contexts
We identified unique user behaviors tied to each business stream — from daily rental users to long-term leasing clients. Rental users prioritized quick comparisons and seamless mobile experiences, while leasing customers demanded detailed information, flexible configurations, and service reliability. These patterns shaped key journey priorities and segmentation logic.
Content Personalization Strategy
Each microsite was tailored with dedicated content hierarchies and UI modules, reflecting the business model and decision-making path of its target user. The rental flow emphasized offers, vehicle availability, and booking speed, while the leasing flow prioritized configurability, credibility, and service terms. This modular approach ensured relevance without compromising brand cohesion.
EXPLORATION
Wireframing & Layout Testing
Following the completion of the IA and service design, I focused on rapidly producing mid-fidelity wireframes to validate assumptions and map booking flows across different user types. This phase prioritized fast iteration cycles and early feedback, helping reduce misalignment before visual design began.
Wireframing & Information Architecture
Wireframing & Information Architecture
KEY DECISIONS
1. Modular Wireframe System
Dedicated Portals per Service
Each vertical received a standalone experience tailored to its service model and customer expectations.
Mobile-First Structure
I restructured page layouts and navigation to prioritize mobile users, ensuring performance, readability, and touch-friendly interactions.
Conversion-Driven Layouts
Offers, CTA buttons, and trust-building elements (reviews, guarantees, location clarity) were placed with precision to support immediate decision-making.
FINAL DESIGN
Final mockups
RESULTS
Outcomes & Metrics
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+347% Increase in Time Spent per Visit
Users engaged longer with the platform, indicating improved usability and a more immersive experience.
-38% Drop in Mobile Bounce Rates
Mobile experience optimization led to fewer drop-offs, making the platform more effective on smaller screens.
+56% increase in pages per mobile session
Improved layout, clearer car availability, and simplified booking steps increased booking reliability and reduced cancellations.
