Projects
Client
Avis Budget
Year
2024-2025
Industry
Hospitality
Service
Product Strategy, UX Design
Summary
A full website redesign of both Avis.com and Budget.com aimed to reduce dropoff in the booking flow, increase loyalty awareness and member sign-ups; and unify 50+ global websites into a unified global CMS with a scalable design system.
Approach & Deliverables
• Discovery — Gathered and synthesized key insights from stakeholder interviews, full website audit, user interviews, website analytics
• Product Strategy — Developed concise and actionable North Star vision, goals & KPI's and optimized end-to-end customer journey identifying key opportunities for UX improvement
• Definition — Defined end-to-end experience with feature requirements, PRD's, roadmap, backlog, low-fidelity wireframes
• Design — Delivered fully responsive, scalable design system; flexible page templates for new CMS, design documentation, personalization strategy
Business Problem
Avis and Budget in 2024 faced increasing competition from 3rd party booking sites like Kayak and Expedia, with customers shopping primarily based on price. Business leaders at Avis Budget had a primary goal of increasing direct bookings on their websites.
We set out to create a seamless, personalized booking experience that made booking a breeze; and help elevate clear and compelling loyalty member benefits to drive new member sign ups.
Project Goals & Success Metrics
• Reduce drop offs — Improve customer experience by reducing friction throughout the booking flow. Create a seamless, personalized experience that guides customers to the right car for them. Metrics: Reduced bounce rates during booking flow, increase booking conversion
• Increase new member sign ups — Compel users to sign up for free accounts with with clear benefits introduced at high impact moments during the customer journey. Metrics: Increased new member sign ups
• Modernize design — Update visual design system to better represent Avis and Budget brands to their respective audiences. Metrics: Improved customer sentiment
• Unify global platform — Create a scalable, flexible design system and page templates that scale across regions (US, UK, APAC) to standardize user experience for 50+ regional websites. Create and docuemnt standards new CMS system. Metrics: Improved governance and efficiency for content managers
My Role
As Strategy & UX Lead, I led end-to-end strategy and UX across a 6-month engagement, from discovery through design execution, working closely with engineers, product owners, and business leaders on both the agency and client side.
• Oversaw multiple rounds of user research, including research methodology, interviews and synthesis
• Facilitated multiple workshops with client partners, including Customer Journey mapping, Feature Prioritization
• Worked with cross-functional partners to create sprint plan
• Led 7-week Discovery phase, conducting stakeholder interviews with Avis Budget stakeholders and synthesizing insights
• Collaborated with cross-functional teams, including Avis Budget product teams, business leaders & engineering teams and Instrument designers, researchers and project managers
• Presented to business leaders at Avis Budget, gaining alignment and approval throughout the project
