Hertz · Customer experience and optimisation
Van rental used the same digital experience as car rental. It created consistency, but it assumed customers hiring a van needed the same information and made decisions in the same way. We started by understanding what mattered to van customers, then redesigned and tested an experience around those needs.
The problem
The van journey reused the standard car rental template. It made sense operationally, but it did not account for the different questions customers had when hiring a van.
We wanted to understand what information customers needed to choose confidently and whether a more tailored journey would perform better.
The research
We first explored the questions customers had when hiring a van and what information was most important to their decision.
That gave us a clearer view of where the existing template was falling short and what the redesigned experience needed to do differently.
Consistency was useful, but it was more important that the experience supported the decision van customers were actually trying to make.
From insight to delivery
The work moved from understanding the customer need through design, development and live experimentation.
I worked with an agency to translate customer needs into a redesigned van rental journey.
The proposed experience was tested before committing to full development.
I then worked with another agency to develop the new experience.
The new journey was A/B tested against the existing experience once live.
The outcome
The redesigned journey increased conversion by 50%.
The result showed the value of designing around the decision customers were trying to make rather than automatically reusing an existing template.
What made the work effective
The work started with what van customers needed rather than assumptions about what should change.
The new experience reflected the information and questions that mattered when hiring a van.
The work continued through design, development and A/B testing so the effect could be measured.