Avis & Budget Booking Platform
Research-Driven Conversion Optimization
800% increase in transactions
Client
Avis & Budget Group
Year
2016
Project Details
Challenge
Avis.com booking flow suffered from cluttered content and disorganized navigation.
Users across multiple segments showed weak brand loyalty:
Leisure consumers renting occasionally
Small business travelers not loyal to any company
Corporate account customers using competitors for personal travel
Non-frequent travelers confused by complex options
Price was the key deciding factor (47% of users), but the experience prevented
users from understanding Avis's competitive pricing.
Approach
Conducted primary user research: interviews, friends-and-family sessions, analytics analysis, and market research
Identified and tested 4 key customer segments with low-fidelity prototypes
Tested concepts before significant investment:
Natural Language Input: 75% user preference for text-based reservations
Urgency Features: Best Price Guarantee resonated with 5/8 users
Guided Selling: 76% preferred multi-option comparison screens
Product Bundles: Abandoned after testing (93% misunderstood concept)
Designed responsive booking flow from homepage search to payment completion
Ran real-time multivariate testing via Optimizely platform
Iterated daily using Marvel prototypes incorporating stakeholder feedback
Outcome
✓ 100% payment conversion rate achieved
✓ 427% revenue increase when customers reached booking path
✓ 800% increase in transactions
✓ 5% revenue increase for Car Guide pages via booking path
✓ Streamlined design accessible to users aged 30-50
Research-informed design eliminated previous abandonment issues and created a booking experience that built loyalty through simplicity and trust.
Skills
Primary UX Research
A/B Testing
User Interviews
Conversion Optimization
Rapid Prototyping
Stakeholder Management
Custom icons
Custom icons
Avis car booking platform showing research-informed design with guided selling interface and optimized payment flow
