Overview
Overview
Development
Development
2020 - 2024
2020 - 2024
2020 - 2024
2020 - 2024
Work with
Work with
SirPauls Agency
SirPauls Agency
SirPauls Agency
SirPauls Agency
TOOLS USED
Figma, Wordpress, Origami Studio
Figma, Wordpress, Origami Studio
Figma, Wordpress, Origami Studio
Figma, Wordpress, Origami Studio
SERVICES
SERVICES
Branding, Development, A/B Testing, Optimizing
Branding, Development, A/B Testing, Optimizing
Branding, Development, A/B Testing, Optimizing
Branding, Development, A/B Testing, Optimizing
My Role
My Role
For this project I worked as design lead for branding, UI/UX design, prototyping, frontend development and conceptualized UX improvements from user feedback.
For this project I worked as design lead for branding, UI/UX design, prototyping, frontend development and conceptualized UX improvements from user feedback.
Introduction
Introduction
SEAT Harb is a car dealership located in Weiz, Austria. They specialize in selling cars from the SEAT and CUPRA brands.
SEAT Harb is a car dealership located in Weiz, Austria. They specialize in selling cars from the SEAT and CUPRA brands.
In 2020, we started collaborating with them to develop a car rental platform. Having previously worked with Vogl&Co, a competing car dealership, we were already familiar with this market.
In 2020, we started collaborating with them to develop a car rental platform. Having previously worked with Vogl&Co, a competing car dealership, we were already familiar with this market.
©️ SEAT Harb Weiz
©️ SEAT Harb Weiz
Business Challenge
Business Challenge
From day one, we knew we had to establish this project as a separate brand. SEAT Harb Weiz is widely recognized as a SEAT car dealer, but for this platform, we didn’t want to be solely associated with renting out SEAT models, but also with renting other brands.
From day one, we knew we had to establish this project as a separate brand. SEAT Harb Weiz is widely recognized as a SEAT car dealer, but for this platform, we didn’t want to be solely associated with renting out SEAT models, but also with renting other brands.
Branding
Branding
For our brand name, we opted for "Automieten.at" because it sounds straightforward and neutral. It also offers significant SEO benefits in Austria, because google.at really likes URLs that include relevant keywords.
For our brand name, we opted for "Automieten.at" because it sounds straightforward and neutral. It also offers significant SEO benefits in Austria, because google.at really likes URLs that include relevant keywords.
To emphasize Automieten's initial strong association with SEAT Harb Weiz and SEAT cars in particular, we chose orange as our primary brand color. Additionally, the shapes in the logo and icon set we used, resemble a squircle style, reminiscent of the SEAT logo.
To emphasize Automieten's initial strong association with SEAT Harb Weiz and SEAT cars in particular, we chose orange as our primary brand color. Additionally, the shapes in the logo and icon set we used, resemble a squircle style, reminiscent of the SEAT logo.
First Launch
First Launch
In the first phase, we launched the website with options for short-term rentals (up to 30 days) and long-term rent (3 months or more).
In the first phase, we launched the website with options for short-term rentals (up to 30 days) and long-term rent (3 months or more).
Our idea was to allow users to request cars through a quick form on the car detail page or, alternatively, fully book a car using an elaborate checkout configurator.
Our idea was to allow users to request cars through a quick form on the car detail page or, alternatively, fully book a car using an elaborate checkout configurator.
In our configurator, users could fill out all necessary personal information, select car variants, upload their driver's license for verification, and ultimately book cars. We believed that by giving users the option to fully configure their car online, they would be more inclined to rent, as they could carefully consider their options from the comfort of their own home.
In our configurator, users could fill out all necessary personal information, select car variants, upload their driver's license for verification, and ultimately book cars. We believed that by giving users the option to fully configure their car online, they would be more inclined to rent, as they could carefully consider their options from the comfort of their own home.
Problems
Problems
Contrary to our initial believe, we discovered that people didn’t want to configure and book their cars fully online. It turned out that our customer base preferred direct 1:1 conversations with Automieten’s salespeople, especially since long-term car rentals are typically significant personal decisions.
Contrary to our initial believe, we discovered that people didn’t want to configure and book their cars fully online. It turned out that our customer base preferred direct 1:1 conversations with Automieten’s salespeople, especially since long-term car rentals are typically significant personal decisions.
Matters such as insurance policies, payment options or specific car versions are best addressed in-store under professional guidance.
Matters such as insurance policies, payment options or specific car versions are best addressed in-store under professional guidance.
Optimizations
Optimizations
That’s why we removed our extensive car configurator, and replaced it with a simple 3-step booking request form. We optimized the form to be as straightforward as possible and requested minimal personal data to ensure a higher conversion rate.
That’s why we removed our extensive car configurator, and replaced it with a simple 3-step booking request form. We optimized the form to be as straightforward as possible and requested minimal personal data to ensure a higher conversion rate.
In addition to this, we also included a “1 Month Testabo” option with a special reduced rate to onboard as many people as possible. This proved to be a great decision, attracting many new users who became long-term customers of Automieten.
In addition to this, we also included a “1 Month Testabo” option with a special reduced rate to onboard as many people as possible. This proved to be a great decision, attracting many new users who became long-term customers of Automieten.
Impact
Impact
Automieten by Harb Weiz has built a strong reputation for itself and consistently rents out nearly 1000 cars. Their customer base now extends to places all over Austria.
Automieten by Harb Weiz has built a strong reputation for itself and consistently rents out nearly 1000 cars. Their customer base now extends to places all over Austria.
Next Steps
Next Steps
We plan to expand the website to cater to business customers in the future. We see this as a significant area for growth, as businesses often require multiple cars at once for their fleet.
We plan to expand the website to cater to business customers in the future. We see this as a significant area for growth, as businesses often require multiple cars at once for their fleet.
We envision dividing the platform into private and business areas which can be easily switched by setting a cookie. When the business cookie is activated, the UI will completely transform and display content tailored specifically for business users. Prices will be shown excluding government sales taxes, and checkout forms will be customized for business needs. (e.g. this includes features such as the ability to order multiple cars simultaneously.)
We envision dividing the platform into private and business areas which can be easily switched by setting a cookie. When the business cookie is activated, the UI will completely transform and display content tailored specifically for business users. Prices will be shown excluding government sales taxes, and checkout forms will be customized for business needs. (e.g. this includes features such as the ability to order multiple cars simultaneously.)
