Avis booking,
reimagined end to end
An interactive concept redesign of the Avis rental journey — live fleet search, a friction-light booking & extras flow, and a post-booking dashboard with digital check-in on web and a native mobile screen. Each decision is framed against the customer pain it removes and the metric it moves, and the CRO section ends in a shipping decision — not just two headlines.
Search & fleet results
Pickup details stay pinned up top; every class shows real-time, all-in pricing — no digging for the total.
Friction today
On most rental sites the daily rate is the hook, but taxes, fees, and location surcharges only surface two or three steps later. Searchers arriving from comparison sites feel baited, bounce back, and re-sort — a measurable drop-off right at the top of the funnel.
Decision I made
Every class card commits to an all-in total up front, next to the daily rate, with free-cancellation stated inline. The filter chips re-rank without a page reload so comparison happens in place, not across tabs.
Book & extras
Add-ons are opt-in with the price attached to each one — the total updates live, so there's nothing new at the counter.
Friction today
Extras are where trust breaks. Pre-checked coverage, vague "protection" bundles, and totals that only reconcile at the counter turn a confident booking into a defensive one. Renters either over-pay to be safe or arrive braced for a fight over the bill.
Decision I made
Each add-on is opt-in, priced individually, and worded plainly. The order summary itemizes vehicle, extras, and taxes separately and recomputes the moment anything changes, so the number on this screen is the number at pickup.
Order summary
My Trips & digital check-in
Manage, modify, or skip the counter entirely — everything a returning renter needs on one screen. The brief calls out web and mobile app, so this journey is designed on both.
Friction today
The counter is the last, worst step: a line after a flight, forms already filled online, an upsell while you're tired and just want keys. It's the moment most likely to sour an otherwise fine trip — and the hardest to fix with visual design alone.
Decision I made
Post-booking lives on one screen, and the highest-value action — skipping the counter with a digital key — is a single toggle. Modify and cancel are inline with an undo, so a mistake is recoverable without a phone call.
Standard SUV · Jeep Compass or similar
Pickup 10:00 AM · Return 10:00 AM, same location
Pickup 10:00 AM · same-location return
CRO variant test
Two hero headlines built to test what actually moves search-to-book conversion — price-first vs. trust-first.
Rent smarter.
From $31/day.
80 years of getting
you there. On time.
Decisions, not decoration. Every screen names the customer pain it removes and the metric it moves — conversion, attach rate, counter-skip adoption. This is the user-centered, data-driven thinking the brief asks for, made explicit instead of implied.
One connected journey, not three screens. Search, booking, and post-booking share the same component language and one pricing source of truth — the end-to-end product design the role calls for, from search through post-booking on web and mobile.
A CRO conversation that reaches a conclusion. The variant test doesn't stop at two hypotheses — it reads out a result and lands on a shipping decision (segment the hero by audience), which is exactly how I'd partner with a product/CRO team on experimentation.
Designed with the build in mind. Coming from a CS background, I flag the real constraints alongside the ideal — quote-API latency, per-day vs flat-fee pricing logic, shared components — so design and engineering start aligned rather than negotiating at handoff.
Independent concept demo, not affiliated with or endorsed by Avis Budget Group or Avis Rent A Car System, LLC. Company name and brand color are shown only to illustrate a realistic redesign concept; the wordmark shown is custom typography, not the official logo. Pricing, reservations, trip details, and all test read-out metrics are fictional and illustrative — used to demonstrate design reasoning, not to represent real performance data. Vehicle photography via Wikimedia Commons contributors, used under Creative Commons license.