MacBook-Clay-White-Frontal-Mockup_enterprise home

INFORMATION ARCHITECTURE, USER EXPERIENCE, INTERFACE DESIGN

Creating a better experience for Enterprise.com

Goals. Redesign the UX and UI of enteriprise.com. One day I decided to organize a weekend in Milan for me and my friend Giovanni. We needed a rental car for our trip and someone recommended to use Enterprise.com. I disliked the user experience of the site so much that we ended up using a different rental provider. Below is my process of how I redesign enterprise.com to be a website that efficiently allows user to rent a vehicle and enjoy their journey.

The Challenges. The Information Architecture didn’t have a clear hierarchy. Many different entry points for the same task confused users. The visual clutter increased cognitive load for users . Redundant information and a poor use of white space and typography caused dissatisfaction among users. Also the search experience to find and rent a vehicle was not intuitive and contained too many clicks.

My Role & Process. I was the only designer and I re-designed the Information Architecture, the Search Experience workflows and the UI design. During the process I interviewed several friends who are familiar with online booking and I incorporated their feedback on my design. End to end the process took three days.

The Outcome.
I improved the IA by reducing the number of entry points for the same task and I streamlined the interaction flows by cutting unnecessary steps. I removed the visual clutter from the UI so that users could easily locate their information of interest. I designed a more intuitive Search Experience by limiting the number of forms and drop-down menus. I gave more importance to the primary navigation by increasing the space between the tabs and I used a bigger sans serif font to increase the legibility of the page.

enterprise_entire

Original User Interface Analysis. The visual clutter of the original UI had a high cognitive load for the user. There are many different entry points for the same task, causing the user’s eye to drift the page in search of specific information.

There was redundant information and a poor use of white space and typography. The search experience to find and rent a vehicle, one of the primary tasks performed on the website, was not streamlined and had too many steps.

insights

Costumers Insights
Four users that were familiar with online booking reported:  


- Significant trouble navigating the site.  

- Reserving a car was very difficult. 
- Looking for available vehicles and their prices took a long time. 
- Too many entry points and redundant information.

New Informational Architecture & User Flows. I redesigned the entire structure of the site considering the user data collected during the interviews and the key points from my analysis of the original interface. 

Many users mentioned the importance of having a clear entry point for cancelling, printing and modifying an existing reservation so I gave these three tasks more prominence by placing them on the top level navigation.

Many users mentioned the importance of having a clear entry point for cancelling, printing and modifying an existing reservation so I gave these three tasks more prominence by placing them on the top level navigation.

AI