Hertz

Problem Statement

User Research Insights

Based on user interviews and observations, we identified several parts of the old interface that caused confusion and frustration.

Users often felt lost while navigating the flow — unable to filter cars properly, unclear about pricing, and overwhelmed by long unstructured forms. The experience lacked transparency and guidance, especially on mobile, which made it difficult for users to proceed with confidence.

Problem Statement

Top Users Pain Points

Through legacy flow analysis and user feedback, we identified key pain points in the previous experience:

Problem Statement

Business Challenges

Based on collaboration with the product team and stakeholders, we uncovered the following business needs:

Kitchen & Delivery Tools

Low-Fidelity Brainstorming

I started with low-fidelity wireframes that established the structure for a new booking experience while staying consistent with Hertz overall brand direction.

The goal was to explore how we could simplify the long-term booking flow while making pricing and rental customization more transparent.

I experimented with different layout structures — including multi-step navigation, sticky pricing summaries, and contextual accessory add-ons. Special attention was given to how users move through the flow, what information they need at each step, and how we could reduce friction, especially on mobile.

Early Prototype Validation

Rapid Prototyping

To test the overall logic and usability early on, I linked the low-fidelity wireframes into a functional prototype that simulated the entire booking flow.

This allowed us to run informal testing sessions with internal stakeholders, engineers, and a few target users. Getting early feedback at this stage helped us identify usability issues, align on technical feasibility, and make confident design decisions before moving into high-fidelity.

The New Experience

Final Result

To ensure each design decision was meaningful, we adopted an iterative approach — testing with real users, tracking key KPIs, and running lightweight A/B experiments . By separating changes in each step, we could clearly see what worked and move toward the product vision with confidence.

As a result, the redesigned platform offers a simpler, more transparent, and fully digital rental experience. With clear pricing, step-by-step booking, mobile optimization, and backend alignment, the new flow supports both user needs and business goals.

Maintaining Visual Consistency

Following the Design System

I designed the new booking flow in line with Hertz Iceland’s brand identity, expanding it into a consistent and scalable design system.

This approach ensured visual harmony across the platform, improved responsiveness across devices, and created a solid foundation for future growth.

Early Prototype Validation

Optimizing the Mobile Experience

To ensure a seamless experience across all devices, I designed the booking flow with a mobile-first mindset.

Every step — from car selection to final confirmation — was optimized for small screens, with simplified navigation, touch-friendly components, and real-time pricing visibility. Special attention was given to reducing cognitive load, minimizing typing, and keeping users informed throughout the process, making long-term rental quick and intuitive even on mobile.

Early Prototype Validation

Expected Outcomes & Value

By simplifying the booking process and aligning it with business needs, we created a strong, future-ready foundation for long-term rental success at Hertz Iceland.