Stuart Williams | Freelance Senior UI & UX Designer | CRO Consultant

[ut_header style=”pt-style-2″ title_color=”#252525″ css=”.vc_custom_1520543601625{padding-top: 0px !important;}” title=”Zipcar – UI and UX”]UX and UI improvements to rental car company Zipcar’s website[/ut_header][ut_portfolio_details style=”inline” values=”%5B%7B%22title%22%3A%22SERVICES%3A%22%2C%22description%22%3A%22UX%2C%20UI%20Design%22%7D%2C%7B%22title%22%3A%22YEAR%3A%22%2C%22description%22%3A%222014-2015%22%7D%2C%7B%22title%22%3A%22VISIT%3A%22%2C%22description%22%3A%22zipcar.co.uk%22%2C%22is_link%22%3A%22true%22%2C%22link%22%3A%22url%3Ahttp%253A%252F%252Fwww.zipcar.co.uk%252F%7C%7C%7C%22%7D%5D”]

Variational Designs for A/B Testing

As the lead UI designer for Zipcar whilst working at CRO agency RedEye, I improved their user experience site-wide with informed data analysis and clear KPI’s brought into the testing process. Variational designs were created to test against the control (current) version of the website, to view how well each version performed.

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Focus on Conversion

Tracking conversion, revenue and ROI were the main success metrics for user experience work for Zipcar. Allowing users to easily book cars with them across their multiple locations was the central focus of our work. Bring their mobile site in-line with responsive best practices helped improve mobile user numbers and activation.

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How it Works

A prominent source of understanding for new users was the How it Works infographic, which should clearly label how their service runs, to avoid any misunderstandings or lack of clarity. I re-created this infographic for not only English speaking users, but for multiple languages such as Austrian, Spanish and French.

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Rates & Plans

As rental rates for Zipcars are crucial information for new and returning customers, I designed this information to be presented within clear tables so users can compare car types and value for money. These new rates and plans were rolled out across all locations across the world, so they can be shown in their local currency.

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