Existing Problem Statement:

• Current search functionality on the car rental website does not efficiently
filter results based on user preferences, such as car type, rental duration, and
location.
• The Cost of renting a car due to hidden fees and unclear pricing information.
• Lacks user friendly booking management system to view, modify or cancel
their reservations.
• Difficult to manage rentals where pickup and drop-off locations are different
resulting in confusion.
• It lacks customer support options like live chat, FAQ section, and efficient
ticketing mechanism.
• It doesn’t show the vehicle availability.
• The website does not offer localized content or language support for users in
diverse regions to understand and navigate.
Competitor Analysis Report:
Objective-To redesign the GearOn car Rental’s booking system
to enhance usability, functionality and overall user experience

Scope- GearOn focus on US market with concentration on

major cities.

Market size-The US car rental market was valued at $24 billion

in 2023,with a projected growth rate of 5% annually.

Growth Trends- Increasing demand for flexible transportation

solutions and User-friendly website with good conversion rate.
• Competitor Identification:
• Direct Competitors:
• Zoomify
• Rentify

• Indirect Competitors:
• Gogocar (carpooling service)
• Meta (peer-to-peer car sharing)
• Zoomify:
• Company overview: founded in 1979, strong European presence with a diverse
fleet.
• Product/service: Wide range of vehicles, including luxury and van rentals
• Pricing: Competitive rates with seasonal promotions and flexible pricing.
• Website features: Multi-language support, easy booking, and integrated customer
reviews.
• Strengths and Weaknesses: Extensive network across Europe; challenges with
customer service during peak seasons.
• Rentify:
• Overview: Established in 1992, known for Modern fleet and premium service
• Product/service: Emphasis on high-end vehicles and flexible rental terms.
• Pricing: Premium pricing with frequent upgrades and add-on services.
• Website Features: User-friendly interface, advanced booking options and mobile app
features.
• Strengths and weaknesses: High-quality fleet and service; relatively higher pricing.

SWOT Analysis:
Strengths: GearOn’s wide range of rental cars, high bounce rate.
Weakness: low conversion rate, outdated and non-intuitive design,
lead generation.
Opportunities: expand the website user- friendly approach to reach
wide range of customers.
Threats: Intense competition from established brands and emerging
car-sharing services.
• Customer preferences: Emphasis on convenience, transparency in pricing, user-
friendly and a diverse vehicle selection and easy to use with attractive discounts
and safety assurance.

• Pain points: Difficulty in customer conversion and lacks user-friendly booking

management.

• Marketing: Competitors leverage a mix of digital advertising, partnerships with

travel agencies and social media campaigns also do promotions for holiday
seasons and providing premium offerings.

• Technology: Competitors use advanced features like real-time vehicle tracking

and AI-Driven pricing models, also investing in electric vehicles.
• Summary:
• GearOn faces strong competition but has opportunities to
differentiate through enhanced customer service.
• Invest in brand visibility, expand the fleet with good
conversion rate and streamline the booking process to
improve customer satisfaction.
Survey Questions and their Rationals :
1. Age group?
Rationale: To understand the which group of age people use the website often.
2. How often do you use our website?
Rationale: This helps to analyze the customers usage of the website.
3. Did you find the information you were looking for easily?
Rationale: To check if customers can quickly locate critical information such as vehicle
availability, pricing or rental terms, which impacts overall satisfaction.
4. How easy was it to book a car on our website?
Rationale: The process of booking should be simple and intuitive. If customer struggle
with it , they might abandon the booking, leading to lost sales.
5. Did you need to contact customer support during your booking or rental?
Rationale: This question gauges whether your website or service has unresolved pain
points that lead to customer support inquiries.
6. Did you encounter any broken links or error messages while booking?
Rationale: Ensures that technical issues are identified and resolved to improve user experience.
7. Did you use the search function? If yes, how helpful were the search results?
Rationale: Checks if the search feature is effective in helping users find what they are looking for
quickly.
8. Did the website load quickly on your mobile device?
Rationale: Page speed on mobile can greatly impact user satisfaction and the likelihood of
completing a booking.
9. Did you find any features missing or difficult to use on the website (e.g., filters, map views, or
comparison tools)?
Rationale: Identifies whether additional features are needed or if current features need refinement
to improve usability.
10. How would you rate your overall experience using our website?
Rationale: Provides a general gauge of user satisfaction, useful for tracking overall website
performance.
11. Any suggestions to improve our service?
Rationale: To know about the customers preference of use to improve the website
to have more conversion.
• User Interview Questions and their Rationale:
1. What was your primary reason for using our car rental service?
Rationale: Understanding the user's intent helps identify target demographics and tailor
marketing strategies.

2. Can you describe your experience with the booking process?

Rationale: This question assesses user experience and identifies potential pain points in the
booking process.

3. Did you encounter any issues during your rental period? If so, how were they
resolved?
Rationale: This question helps evaluate the reliability of the service and how they handle
customer issues.
 4. What would you like to see improved in the service you used?
Rationale: This question identifies areas for enhancement and captures user expectations.

5. Would you recommend this car rental service to others? Why or why not?
Rationale: Understanding willingness to recommend can indicate overall satisfaction and
loyalty.

6. How did the rental service handle any additional services, such as insurance or GPS
rentals?
Rationale: This question assesses how well the service presents additional offerings and
whether customers feel informed and supported.

7. Did you feel that the pricing was transparent throughout the rental process?
Rationale: Transparency in pricing is crucial for customer trust and satisfaction.
 8.Did you use the mobile app or website for managing your reservation? If so, how was
that experience?
Rationale: This question explores the effectiveness of digital tools and their role in enhancing
the user experience.

9. Have you used any other car rental services in the past? How does this experience
compare?
Rationale: Comparing experiences can provide insights into customer loyalty and
preferences.

10. What suggestions would you offer for enhancing the car rental experience?
Rationale: This question allows users to provide constructive feedback and suggestions for
improvement.
Here’s the link for the Survey Questions :

https://forms.gle/iitRDxmywfxvZJgu8

And their responses are added in these

Slides.
Did you find any features missing or difficult to use on the
website (e.g., filters, map views, or comparison tools)?

Received the Responses as Filters and price Comparison

should be included and the website is not clear says, Need
more better Tracking Options
And types of cars and some details are missing.
Any suggestions to improve our service?
For the suggestions:
Most of the Customers mentioned to Improve the UI and
Could have a better and More filters regarding the ranges of cars are required. Price and
quality comparison is required along with customer reviews and easy booking process also
suggest to add navigation.
User Interview:

1. What was your primary reason for using our car rental service?

"I chose this car rental service primarily because of its competitive pricing compared to others in the area. I also
appreciated the convenience of being able to book online and pick up the car right at the airport. Additionally, I had
heard good things about their customer service, which reassured me since I wanted a hassle-free experience.“
2. Can you describe your experience with the booking process?
"The booking process was quite straightforward. I visited the website, and the interface was user-friendly. I could
easily filter cars by type and price range. One thing I appreciated was the clear breakdown of costs, including
insurance options. However, I encountered a minor issue when trying to change my pickup time; it wasn’t as
intuitive, and I had to contact customer service for assistance.“
3. Did you encounter any issues during your rental period? If so, how were they resolved?
"During my rental, I experienced a flat tire. I called the customer service number provided, and they were very
responsive. They arranged for roadside assistance to come within 30 minutes. The team was professional and
helped me replace the tire quickly. I was impressed by how smoothly everything was handled, which minimized
my stress."
4. What would you like to see improved in the service you used?
"One area for improvement could be the variety of vehicles available at peak times. When I booked, many options
were unavailable, and I ended up settling for a larger vehicle than I needed. It would also be helpful if they offered
more flexible rental options, like hourly rentals for shorter trips. This could cater to a wider range of customers."
5.Would you recommend this car rental service to others? Why or why not?
"Absolutely, I would recommend this service. The pricing was fair, the customer service was excellent, and the
entire experience was smooth from start to finish. I think they could work on their vehicle availability, but overall, I
felt like I received good value for my money. My experience exceeded my expectations, which is why I’d share it
with friends and family.“
6. How did the rental service handle any additional services, such as insurance or GPS rentals?
"The rental service was quite clear about their additional offerings. They provided detailed explanations of the
insurance options, which helped me make an informed choice. I opted for the basic coverage, as I already had
insurance through my credit card. I also rented a GPS, which was very helpful since I wasn’t familiar with the area.
The extra charge for the GPS was reasonable, and it was easy to set up in the car.“
7. Did you feel that the pricing was transparent throughout the rental process?
"Yes, I felt the pricing was very transparent. When I booked online, all costs were clearly outlined, including taxes
and fees. There were no hidden charges at the end, which I’ve encountered with other services in the past. The only
unexpected cost was the fuel policy, but the agent explained it clearly when I picked up the car."
 8.Did you use the mobile app or website for managing your reservation? If so, how was that experience?
"I used the mobile app to manage my reservation, and it was quite user-friendly. I could easily make changes to
my booking, which was convenient. The app also sent me reminders about pickup and return times. One minor
downside was that I found the app occasionally slow to load, especially when checking available cars. Still,
overall, it was a useful tool.”
9. Have you used any other car rental services in the past? How does this experience compare?
"I have used a couple of other rental services in the past, and I would say this experience was superior. Previously,
I encountered issues with long wait times for both pickup and return. Here, everything was much more efficient,
and the staff seemed more organized. The car quality was also better compared to my last rental. Overall, I felt
more valued and less stressed this time.“
10. What suggestions would you offer for enhancing the car rental experience?
"I think introducing a loyalty program could be a great enhancement. Regular customers would appreciate earning
points for discounts or upgrades. Additionally, it would be beneficial to have more detailed guides or tutorials
available for first-time renters. Perhaps short video clips on how to operate various car features would be helpful,
especially for those unfamiliar with newer models."
Presenting the Analysis:
1. Usability Issues:
• Current State: Users have reported difficulties with the booking process, particularly with the calendar and
payment sections.
• Impact: These issues can lead to frustration, potential abandonment of the booking process, and negative user
experiences.
• Improvement Recommendations:
• Conduct usability testing to identify specific pain points.
• Simplify the payment process and ensure interactive elements function smoothly.

2. Limited Filtering Options:

• Current State: Users expressed a desire for more filters to customize their vehicle searches (e.g., fuel type,
features like GPS).
• Impact: Lack of filtering options can make it challenging for users to find suitable vehicles quickly, leading to a
less efficient booking experience.
• Improvement Recommendations:
• Expand filtering capabilities on the search results page.
• Regularly update and enhance filtering based on user feedback.
3. Customer Support Accessibility:
• Current State: While customer support is generally satisfactory, users may not always have easy access when
issues arise.
• Impact: Delayed support can negatively affect user confidence and satisfaction, particularly for first-time
renters.
• Improvement Recommendations:
• Extend support hours or add more support channels (e.g., phone, email, live chat).
• Implement a comprehensive FAQ section to address common queries.

4. Review and Rating System:

• Current State: Users place high importance on reviews and ratings but may find the current system inadequate
or underutilized.
• Impact: Lack of visible, credible reviews can deter potential customers who rely on social proof in their
decision-making process.
• Improvement Recommendations:
• Encourage users to leave detailed reviews post-rental.
• Highlight user-generated content prominently on the website and consider integrating video testimonials.
5. Pricing Transparency:
• Current State: Some users perceive pricing to be unclear, particularly regarding additional fees or policies.
• Impact: Ambiguity in pricing can lead to distrust and a reluctance to complete bookings.
• Improvement Recommendations:
• Clearly outline all costs associated with rentals, including potential additional fees.
• Create a straightforward pricing comparison tool to enhance transparency.

6. Mobile Experience:
• Current State: The mobile version of the site may not provide the same functionality and ease of use as the
desktop version.
• Impact: A subpar mobile experience can limit accessibility for users who prefer booking on their smartphones.
• Improvement Recommendations:
• Optimize the mobile interface for better usability and speed.
• Ensure all features available on the desktop version are also accessible on mobile.
7. Loyalty Programs and Incentives:
• Current State: There is a lack of loyalty programs or incentives for repeat customers.
• Impact: Without incentives, the site may struggle to retain customers who may opt for competitors offering
rewards.
• Improvement Recommendations:
• Develop a loyalty program to reward repeat users with discounts or perks.
• Promote seasonal promotions or referral bonuses to encourage repeat bookings.

Conclusion:
• The car rental website has several strengths but requires targeted improvements in usability, filtering options,
customer support, and pricing transparency. By addressing these areas, the service can enhance user experience,
build customer loyalty, and increase conversion rates. Implementing these recommendations will position the
website more competitively in the market and better meet user expectations.
Problem Statement:
Usability Issues:
Users are experiencing significant difficulties with the booking process, particularly with the calendar and
payment sections, leading to frustration and potential abandonment of the booking process.
Customer Support Accessibility:
The accessibility of customer support is limited, which can result in delayed assistance for users facing issues,
negatively impacting their confidence and overall satisfaction.
Pricing Transparency:
Users perceive a lack of clarity in the pricing structure, particularly regarding additional fees and policies,
which can lead to distrust and reluctance to complete bookings.
Mobile Experience:
The mobile version of the website does not deliver the same level of functionality and user experience as the
desktop version, limiting accessibility for users who prefer to book via their smartphones.
Limited Filtering Options:
The current filtering options on the vehicle search results page are insufficient, making it challenging for users
to quickly find vehicles that meet their specific needs and preferences.
Conclusion:
These problem statements succinctly capture the key issues identified in the
analysis, providing a clear foundation for further exploration, prioritization, and
actionable solutions to enhance the car rental website's performance and user
satisfaction.

Persona’s:
 Bio : Susan is a busy professional who frequently travels for work and leisure.
She values efficiency and convenience, often balancing a demanding job with
personal interests such as outdoor activities and photography. Susan uses various
apps and websites for travel planning, always looking for ways to streamline her
processes.

Goals: Needs: Pain Points:

• Wants to rent a car • Desires a clean, • Frustrated by websites
quickly without modern design that with too many steps and
Susan unnecessary steps.
• Seeks clear, upfront
makes navigation
straightforward.
unclear instructions.
• Often encounters issues
24 years, Marketing Manager pricing with no hidden • Appreciates with mobile sites that
Austin, Texas. fees. recommendations are difficult to navigate.
• Prefers a wide range of based on previous • Finds it frustrating when
“I just want to book a car without vehicle choices, from rentals or preferences. details about vehicles
jumping through hoops. It should economy to luxury • Wants up-to-date (like features or fuel
be as simple as selecting my dates • Values customer information on policy) are unclear.
and choosing my ride!” service and reliable vehicle availability. • Dislikes waiting long
vehicles for peace of • Needs to easily for assistance or facing
Technology competency:High; mind during travel. modify or cancel unhelpful customer
comfortable with technology and • Needs a user-friendly bookings when plans service.
online services mobile site or app for change. • Annoyed by last-minute
on-the-go reservations. charges that appear during
the booking process.
 Bio: Maria is a passionate travel blogger who explores new destinations
often. She enjoys discovering local cultures and sharing her experiences with
her audience through engaging content. As a digital nomad, she relies on
various travel services, including car rentals, to enhance her adventures.

Goals: Needs: Pain Points:

• Prefers a vibrant,
Maria • Wants an easy
booking process that
modern aesthetic that • Frustrated by cluttered sites
that are hard to navigate or
28years reflects her adventurous
doesn’t consume too overly technical.
Travel Blogger spirit.
much time. • Disappointed when vehicle
• Desires simple
• Looks for unique options are limited or do not
"Traveling is about the navigation with clear
vehicles that can meet her adventure needs.
experience! I need a rental categories for different
handle different • . Finds it frustrating when
vehicle types and
service that understands my terrains for her companies are slow to
travel adventures. options. respond to queries or
adventurous side and helps
• Appreciates • Requires detailed concerns.
me explore without hassle”. information on each
recommendations • Annoyed by vague rental
for local attractions vehicle, including policies regarding fuel,
Technology competency: suitability for her
and hidden gems. mileage, and insurance.
Moderate; familiar with tech • Wants easy ways to needs. • Feels that car rental services
but prefers intuitive designs. share her rental • Seeks flexibility in should offer more than just
experiences on picking up and vehicles, including local tips.
social media. returning vehicles, as
 Empathy Map
Map for Susan who travels for Work and Leisure

I want to book a car Clear pricing is

without jumping Am I getting the Will this vehicle
essential; I hate
best deal? meet my needs for
through hoops. hidden fees
this trip?
Says: Thinks:
I prefer I need reliable How easy is it to I hope the customer
recommendations support when modify or cancel service is responsive
based on my past things go wrong. my booking? if I need help.
rentals.

Compares Reads customer Frustrated by

Anxious about
multiple rental reviews to assess complicated
unexpected costs
services online vehicle quality and booking
or service issues.
before booking. service. processes.
Does: Excited about
Feels:
Uses mobile apps Shares travel Relieved when a
to check for last- experiences on travel
service exceeds his
minute bookings social media and opportunities but
expectations.
while traveling. expects seamless overwhelmed by
services. planning.
 Map for Maria a travel blogger who explores new destinations

I need a rental Booking should How can I make Is this rental service
service that be quick and the most of my offering enough
understands my intuitive. travel vehicle options for
adventurous spirit. experience? my adventures?
Says: Sharing my What do other
Thinks:
I want to discover I hope I can get
local hidden gems experiences on travelers think support if something
during my travels. social media about this vehicle goes wrong during
should be easy. and service? my trip.

Compares multiple Actively searches Excited about new Frustrated by

rental options based for unique vehicle travel adventures complicated
on vehicle type and options suited for but anxious about booking processes
price. various terrains. logistics. or lack of options.
Does: Disappointed when
Feels:
Engages with Shares her travel Inspired when
travel blogs and experiences online discovering local services don’t meet
social media for and looks for tips and her adventurous
recommendations. visually appealing recommendations. expectations.
content.
 Scenario Mapping
Maria is planning a weekend road trip with her friends to explore a nearby national park.
As a travel blogger, she wants to capture beautiful moments and discover local attractions.

While sipping coffee She inputs the pick-up

Maria opens a car
at her favorite café, Inspired, she decides location and dates,
rental app on her
Maria browses social to plan a last-minute filtering for SUVs and
smartphone to find a
media and comes road trip for the crossovers that can
vehicle that suits their
across stunning photos weekend. handle off-road
adventure.
of the national park. terrain.
 She spots a spacious Before finalizing her She clicks on it and
Maria quickly scans
SUV that has excellent booking, Maria finds tips for scenic
the available vehicles,
reviews and enough notices an option for viewpoints and hiking
reading descriptions
room for all her local trails, which excites
and reviews.
friends and gear. recommendations. her even more.

Maria adds the vehicle

to her cart and As she prepares for
After confirming her She also uses the local
proceeds to check out. the trip, Maria shares
booking, she receives tips to plan their
She fills in her her excitement on
an email with all the itinerary, ensuring
information, checks social media, tagging
details and a checklist they make the most of
the total price, and is the rental service for
of local attractions. their adventure.
relieved to see no their great options.
hidden fees.
 The following day, After returning,
Maria and her friends Maria writes a blog She shares her
pick up the SUV The car performs well post about her trip, experience on social
without any issues. on the rough terrain, praising the car rental media, encouraging
They enjoy their time enhancing their service for its user- her followers to use
at the park, taking experience. friendly app, excellent the service for their
photos and creating vehicle selection, and adventures.
content for her blog. helpful local tips.

Summary:
This scenario illustrates Maria's journey from inspiration to booking and enjoying
her weekend trip. It highlights her needs for a quick, intuitive booking process, the
importance of local insights, and how a positive experience can lead to word-of-
mouth promotion. This understanding can guide design improvements for the car
rental website to better cater to users like Maria.
 Customer Journey
User
• Name: Susan Scenario: Goals and Expectations:
• Age: 24 Booking a Car for a Business Trip.
Triggers: • Find a reliable car rental service with easy pricing options
• Gender: and vehicle availability
Susan has a business meeting scheduled
Female
in a different city next week and needs to • User friendly website with no hidden fees and access to
• Education: customer reviews
BBA rent a car.
Stages Goals Expectation User Pain Points Digital Features
s Journey Touchpoint
s
1.Research & Find a reliable User-friendly Searches Confusing Search Comparison
Planning car rental website with online for navigation on engines, tools, user
service clear info options and some sites review sites reviews,
reads reviews (google , yelp) detailed
vehicle info.
2.Booking Complete the Simple and Selects Complicated Car rental Quick booking
booking intuitive vehicle, inputs forms website, options, clear
process booking pick-up/drop- requiring mobile app pricing
quickly interface off info excessive info breakdown
3.Pre-travel Confirm Timely Checks Lack of Email Booking
booking and reminders booking updates or confirmation, management
prepare about pickup confirmation reminders mobile app tools,
efficiently and travel tips about the reminder
4.Travel Ensure Reliable Picks up Delays at the Navigation GPS
(shopping) smooth travel transportation vehicle, shops rental location apps, local navigation,
experience with local for essentials business apps local attraction
access recommendati
ons.
5.Post-travel Return vehicle Quick check-in Returns Unclear return Email follow- Simplified
hassle free process vehicle and procedures up, review return
provides platforms process, post-
feedback trip survey.

Summary:
Susan’s journey through each stage of the car rental process, identifying his goals,
expectations, user actions, pain points, digital touchpoints and features that can enhance
the overall experience. The goal is to create a smoother, more enjoyable experience for
users like Susan.
 Story Board
Let’s see what Hmm, they’ve got
options they have quite a selection
for my trip compact, SUV,
luxury

Great! Their Their Price seems

policy is perfect Reasonable. Now
for my trip. Time let’s check their
to book! customer support

Hello, I have a
question about
your mileage
policy….
 And…. Here we go!
Booked Time to pick up Here are your
Thankyou so
my ride for the keys, Ms. Maria.
! much!
trip, Enjoy your trip!

The views are

breathtaking! This rental car was
Perfect! this is I’ve got to definitely the right
going to be an share this. choice. Can’t wait to
amazing trip. see what else this trip
Cheese! has in store!
Overall Conclusion:
In today’s competitive market, a user-friendly and highly functional car rental
website is essential for attracting and retaining customers. By implementing the proposed
enhancements, we aim to create a platform that not only meets but exceeds user expectations.
The revamp of the car rental website will create a comprehensive and engaging user
experience that prioritizes ease of use and functionality. By focusing on these strategic
enhancements, we not only aim to improve immediate customer interactions but also position
ourselves for long-term growth and success in the car rental industry. Embracing these
changes will ensure that our platform remains competitive, responsive to customer needs, and
capable of adapting to future trends in the market.