1. Context

Our reservation management page was initially very basic, serving more as a static showcase than an interactive tool. It lacked critical information, causing difficulties for users and generating significant costs for the company.

Identified Problems:

• Users struggled to locate their vehicle or understand the steps required to start or complete their reservation.

• Missing essential information (parking location, departure time, digital key usage).

• High operational costs for the company due to SMS notifications needed to convey this information.

• Ineffective and static tracking, unable to adapt to the reservation’s progress.

🙌 Initially, our goal was to centralize information and maintain its history. However, we quickly identified an opportunity to provide a more dynamic and comprehensive support system for users.

Methodology:

📊 1. Data Collection: In-depth discussions with Customer Service teams to identify recurring issues.

🧐 2. Feedback Analysis: Examination of user feedback and data from analytics tools like Amplitude.

2. Objectives

User Objectives:

• 📉 Reduce the volume of user contacts with customer service

• ⭐️ Enhance the user experience, retention, and Net Promoter Score (NPS).

Business Objectives:

• 🗑️ Eliminate SMS usage to reduce costs.

• 💸 Create opportunities for monetization, such as offering booking upgrades.

3. Idea Generation

Based on the analysis of feedback and data, we proposed several features to address the identified issues:

• A dynamic interface allowing users to track their reservation status in real time.

• Clear, step-by-step instructions for departure and return processes.

• Suggested actions to complete or enhance the booking.

4. Discovery & Benchmark

We used Mobbin to analyze user flows from leading platforms like Airbnb, which excels in check-in and check-out management. Their clear, context-sensitive instructions, concise information, and seamless user experience inspired features to enhance guidance and interaction on our platform.

Wireframe Design:

Based on the insights collected, I created the initial user journey wireframes. These included features like a "status" thumbnail to guide users step-by-step while surfacing key actions they needed to take.

5. High-Fidelity Prototypes

After the wireframes were approved by stakeholders, I developed high-fidelity prototypes using our design system. Additionally, I created a detailed questionnaire to test the flow and usability of the new designs with users.

6. User Testing

👀 Methodology:

• Selection of two user panels: first-time users and returning customers.

• Conducting guided sessions to observe their interactions and gather feedback.

• Synthesizing insights and iterating on the prototypes based on the findings.

👩🏻‍💻 Deliverables:

• Finalized designs validated and handed off to the development team.

• Comprehensive documentation covering all use cases.

• Visual QA to ensure the developed screens matched the design specifications.

7. Iteration and Results

The project was part of a continuous improvement process, with regular testing and feature updates.

📊 Key Results:

• 35% reduction in customer service inquiries per reservation, improving communication efficiency.

• 118% increase in the NPS for vehicle pickup, significantly enhancing customer satisfaction and loyalty.

• Complete elimination of SMS usage, paired with a 22% overall NPS improvement.

• ⁃ 15% increase in ancillary revenue post-booking, driving overall business growth.