RVezy
Maintaining and designing a Peer to peer RV rental marketplace website and mobile app
As the Senior Product Designer for RVezy,
I lead and manage a design team while working with a cross disciplinary team of Product Management, developers, marketing, and data.
I am responsible for the following:
Provide informed design decisions using user metrics and behaviour tracking
Maintain, update, and build on the existing brand and visual identity
Develop wireframes, mockups, and ready for development prototypes
Create documentation and guidelines for a net new design system
Improve on design workflow and processes
Support marketing efforts for email communications, assets, and creative direction
Manage a design team with a focus on scale and growth
Sample of UI design changes:
1. Moving the Protection Plan selection and information to the payment page
Result: Increased payment conversions by ~10% and increased the revenue earned from protection plans by defaulting to the Standard tier and reducing cognitive load.
Business problem:
A high percentage (~92%*) of customers (renters) were not completing the payment process within the valid timeframe.
These booking requests would expire, resulting in a negative experience for the hosts (owners) and lost visibility of potential renters who had the same trip criteria (dates, guests, and RV type).
30% of renters would choose the most cost effective protection plan.
Assumptions/Data/User metrics:
Renters are hesitant to complete the final booking process with the total payments.
Renters are cost-sensitive and want to find the most cost effective options.
Renters may get a sense of "sticker shock" when they see the total cost of the booking.
DESIGN DECISIONS:
Move the protection plan selection with the payment details
Collapse the protection plan selector
Call up a summary of the protection plan coverage
Collapse the table of coverage details
Show "1 thing at a time" - by separating protection plan selection and payment details input
2. Supporting the search experience to match mental models
Result: With the addition of quick filters, this allowed for a unified user experience with relevant promotional marketing emails. These promotions resulted in over $500 000 in bookings, which is notably higher than the average promotions.
Business problem:
There was no user behaviour (event tracking) on the search filters.
Promotional emails would lead customers to the default search page.
Relying solely on promotional discount codes was not feasible to the business.
The search experience was not optimized for mobile users (web and apps).
Assumptions/Data/User metrics:
Customers could not see how the promotions would apply to the RVs shown when navigating from the marketing email.
The existing filters were not relevant to how users want to search for RVs.
With over 80% of traffic on mobile web, the existing mobile experience was negatively impacting how successful a search would perform.
DESIGN DECISIONS:
Increase visual hierarchy and differences to the RV type dropdown and quick filters
Get stakeholder alignment on the favourable quick filters, to allow for scaling and adding more filters in the future
Update the layout, interaction design, and propose a faceted search to prevent the possibility of "zero search results"
Ensure the updates prioritize the search experience on mobile web
