Project
Designing a seamless end-to-end car rental experience that helps users easily book and rebook vehicles without confusion or hidden steps.
The goal was to make the process transparent, intuitive, and fast for every traveler.
My Role
I worked as a UX Designer and Researcher, focusing on how people search, book, and rebook cars while traveling.
Through interviews and usability testing, I identified pain points and turned insights into a clear, user-friendly flow.
Timeline
The project was completed within a 6-week design sprint covering research, ideation, prototyping, and testing.
Each phase included continuous feedback and refinements to ensure a smooth booking experience.
Research & Discovery: From Problems to Insights
Understanding why users abandon bookings and how clarity builds trust.
Problem Statement
User interviews revealed that travelers often abandoned the car rental booking process due to unclear steps, inconsistent information, and unexpected fees.
Lack of transparency during key decision moments led to hesitation, confusion, and reduced confidence — especially for users renting abroad.
Goal
The objective was to design a clear, transparent, and reliable booking experience that minimizes friction and supports confident decision-making.
The focus was on simplifying the flow while preserving essential information users need to complete a booking without uncertainty.
Research Audience
Participants included international travelers, families, and frequent business renters.
The group represented a wide range of digital confidence levels, helping identify barriers experienced by both tech-savvy users and occasional renters.
Research Plan & Methods
The research combined user interviews, competitor benchmarking, and heuristic evaluations of leading rental platforms.
Each method focused on identifying trust gaps, emotional friction points, and usability issues that contributed to booking abandonment.
Key Insight
Users didn’t need additional features — they needed clarity, predictability, and reassurance at every step.
Upfront transparency around pricing, policies, and return details became the strongest driver of user confidence and completion rates.
Let’s Create with Clarity.
Open to opportunities where design can simplify complexity, strengthen workflows, and support efficient product experiences.
Available for collaborations and full-time UX/UI opportunities.
Let's connect
Dina Lee
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