Autophant is one of the most innovative apps in the car rental industry. Its mission is to ensure a rental car is worth the customer's time, money and effort. With this value proposition in mind, we set out to completely redesign their mobile app experience from the ground up. The vision was simple; provide customers a world-class omnichannel order experience right from their cell phones.
Creating and building a vision.
Upon first joining the UX Team over at Autophant, I was immediately drawn to the then outdated native apps. The app featured old, surpassed design elements. Thus, I embarked on a mission to overhaul and revamp the entire experience from the ground up.
After sitting down with the mobile apps' product owner and business analyst, we began to build a business case on why and how we should re-build both Autophant iOS and Android apps.
Design/User Goals & Objectives
- Flexible, modular and scalable (Cellphone + Tablet)
- Simplified browsing & order experience
- Implement ease of use making app more intuitive
- Remove any navigation confusion
- Eliminate unnecessary steps
In order online apps, it's quite common to pack too many features and too much information, this was no different for Autophant. With this overload of features and capabilities came a sluggish, under-performing and overwhelming application.
After I analyzed and compartmentalized, it was time to act:
1. Hamburger menu - gone
2. Seven taps to product detail page - gone
3. step checkout gone, gone, gone!
Restructuring the navigation system, reducing the amount of "taps" to a single product, and allowing for a one-page checkout, allowed our apps to be faster in performance, more intuitive to use, and much more engaging.
Death to the Hamburger Menu
This preliminary affinity mapping of the main navigation highlights how crucial the transition from the traditional hamburger menu to the standard 5-tab navigation menu was for the apps.
At this point, apps such as Facebook and YouTube had just begun transitioning from the hamburger to a 5-tab menu approach. This simple tweak provided customers with ease and flexibility to shop throughout the app from one point in the experience to the next.
Case in point – customers could now browse for a particular item, jump to their bag to check their total, go to their account to see if they had any saved coupons or earned rewards to apply to this potential purchase, and right back to their product detail page.
The Not-So “Magnificent Seven” Taps to Products
We wanted to make sure our customer's experience is worth their time. Whenever opening up the app, customers could find products they were looking for faster. No more scrolling through endless marketing content before getting to the “car” section. No more having to hunt for recommended products. No more endless taps to get to details of cars you were searching for. I redesigned the home screen with the customer’s time and effort in mind.
Featured sales & promotions, browse/car type, view today’s coupons, browse through previously saved items, or by a curated list made just for you. Simply open the app, and all of the crucial product elements were now within fingers reach.
Designing a Seamless Checkout Experience
When it came to the bottom of the funnel, the motto was “less is more.” Meanwhile, most retailers adhere to the 3 step process: billing, shipping, (or vice versa) and finally review; we decided to go with a one-page checkout approach, and boy did it work!
The one-page checkout process was simple:
1. Add items to your empty bag
2. Select/confirm billing & shipping
3. Review savings and final pricing
4. Place order and receive confirmation
By bringing the checkout experience right into the shopping bag, we allowed our customers to blaze right through the checkout experience. Needless to say, results were extremely positive. Conversion metrics were high, and other product owners and channels were now interested in pursuing such a progressive approach.
"The results were extremely pleasing. The Autophant app was increasing in membership in only 2 short months after the redesign beta launch, and this redesign was now responsible for a 4.5-star-rating, almost double increase in overall conversion, and a series of cultural change in innovation for the company."