Delivering an engaging, convenient, memorable road trip with friends.
Timeline: 5 weeks
Team: Rohan Chavan - Sejal Khatri - Tony Tran
Tools: Otter, Figma, Adobe Illustrator, Premiere Pro, and InVision
Project Roles: During the research phase:
I moderated expert interviews and semi-structured interviews.
In the design phase, I created wireframes, high-fidelity prototypes, and conducted prototype testing.
I scripted, shot and edited the project video.
How might we improve the airport car rental experience for travelers?
For this project, I engaged in an iterative design process with the goal of creating an experience that could be prototyped, evaluated, and presented. Our mandate was to design an experience within the context of a real or fictitious organization with a mission that centered on delivering an experience
The airport car rental experience starting from the booking process including rental desk interaction, car pickup and drop off is disorganized, opaque and difficult to understand at the first go. This understanding of the rental experience stemmed from our own individual experiences of renting cars. We conducted secondary research and discussed our experiences to hypothesize pain points.
Our final prototype design was driven by the value we could provide within aspects of experience that would make car rental pleasant, comfortable and informative.
User issues cropped up typically because their experience across the car rental touchpoints was inconsistent. The most important touch points in the rental journey were found in booking, car pick-up and a focus on the driving experience.
For booking, Quick and easy process was central to our approach. We chose to eliminate insurance options and provide full coverage on all our cars. Trypr would recommend cars would be based on the destination, time of the year, no. of people and the travel duration. But that was not all, we decided to introduce a goodie bag packed with relevant items based on this information.
Trypr allows you to add you and your friend's music to the trip. During and after the trip, they will also be able to add their photos to a shared album.
Trypr uses your booking details to recommend the car that you should get. This optional service provides a more seamless booking experience .
With Trypr we made it possible to complete an entire booking process with the phone app.
A quick and simple booking process
Full insurance coverage
IN - CAR
For in-car experience, music would be curated based on everyone’s music preferences as they would have access to all their songs in a central location. Cameras around and in the car would capture the view scenic views and candid moments without compromising safety. Built-in games will help engage users in conversations and deepen their relationships.
Curate music suggestions for the group
Capture cherishable moments
Support engaging conversations
After the trip, we designed a post-trip experience that creates a photo album containing the pictures from all who took part in the trip. Photos may be viewed in a grid or in map view for easy review. Research has demonstrated the fact that reflecting on a just ended experience goes a long way to boost the long term memory of that experience especially if seen in a positive light.
Reminisce by viewing shared album from trip
View images in gallery mode or along the map of your drive
OPPORTUNITY AND PROBLEM SPACE
A COMPLEX MARKET
The car rental experience is disorganized, opaque and difficult to understand especially for first-time customers. This understanding of the rental experience stemmed from our own individual experiences of renting cars. We conducted secondary research and discussed our experiences to hypothesize pain points.
Through complex pricing, long waiting times, multiple commute mediums and unfamiliarity of rental location, customers experience stressful situations and some tension in the relationship with their rental company.
These issues we found, led us to ideate and pursue more insight into the car rental industry.
OBSERVATIONS AND INTERVIEWS
OBSERVATIONS AND INTERVIEWS
Mainstream Car Rentals are Just Okay
We interviewed 1 car rental location manager from Enterprise Car Rental (shown in the picture), 5 users (phone interviews) and completed 1 shadowing experience where one of our team members underwent the experience of renting a car at the airport as a first-time user. Our expert interview with the location manager helped us understand the rental process from an employee’s perspective. It also helped us clearly understand what the business goals and priorities are.
Users were selected through a screener posted to Facebook and Reddit. We chose to interview users who had rented from the airports rather than city locations at least once in the last 3 months. To understand the experiential values that aligned with our user goals, we interviewed a few users to identify their rental experiences and pain points. Providing a convenient, efficient, pleasant and informative car rental experience is critical. My personal impression after all these interviews was that the car rental business was doing just fine, making our work a little harder and less obvious; just the challenge we wanted.
The confusing opaque insurance process poses a higher risk for renters on a long distance road trip
I have to google insurance terminologies every time I rent a car. - P2
I want insurance for safety reasons but don’t want to think about it. - P4
The rental desk causes frustration for the group through price complications, wait times, and miscommunication
I want to have peace of mind and not deal with the rental desk. - P1
Comfort and convenience are my priorities on a long road trip. - P5
Interactions with friends make a road trip memorable
Old memories were triggered due to the songs we were playing and that was the best part of the trip. - P1
We didn’t have itinerary for the trip and decided based on what all of us wanted. - P4
The existing in-car rental experience doesn’t facilitate group engagement
Music is a driver for the conversations and we generally pass around the aux cable to play our music. - P3