Economy Car Hire’s booking process needed attention. It had survived well over a number of years, but was tired and did not offer a good experience on mobile devices. The rest of the site was also overdue design scrutiny.
Our initial research and workshopping with the client uncovered a wider problem than the outdated website. Rather than being ‘economy’, their entire offering was based on giving the best possible service, and the greatest value product.
Yes, price was important, but they were offering something much more – no excess liability, no hidden charges and a commitment to only work with suppliers who met their service standards. A website refresh became a full re-brand too.
The booking process for car hire is not simple, but they made sure they understood the process and they came up with a solution that works.
On top of our initial research, we started with a brand exploration workshop with the client leadership team to establish the value proposition. Through a collaborative process we helped to define the core elements of the new brand.
From this foundation, and an extensive name generation exercise, we created the completely ‘fresh’ Zest identity and supporting brand guidelines.
The Zest ethos is to show the user all of the information that other hire companies tend not to shout about. They want their customers to have a great experience, with no nasty surprises when they arrive at the desk to pick up the car.
This presented our design team with a real challenge: how to create a transparent process while at the same time not overloading the user with information and functionality.
Through an extensive programme of paper-prototyping, wireframing and lab user-testing we took a complicated booking process and created a user-friendly flow that gives Zest customers real confidence in what they are actually paying for.
The re-launched brand and website have been an incredible success. A 28% increase in conversion rates for top-up insurance helped the website achieve its best ever results in the January after its launch.
Customers have been effusive with their praise for the new booking process. Don't just take our word for it, the Feefo reviews say it all.
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