Case Study · Virtuo · B2C

Rent a car with only your mobile phone

Virtuo let people rent a car from their phone and skip the rental desk. The website's booking flow didn't live up to that promise. We redesigned it end to end, on mobile and desktop — and the conversion rate doubled.

2×

Conversion rate after launch

Design reviews per week with Virtuo's product team

~3 months

From handoff to live, built by Virtuo's teams

Role

Product Designer · Kirk Agency

Context

Car Rental · B2C · Web & App

Deliverables

User Journeys · Hi-Fi Wireframes · User Testing

01 — The Context

A Desk-Less Promise, A Desk-Like Booking

Virtuo is a mobile-only car rental start-up founded in 2015: no counter, no paperwork, the car unlocks with your phone. Virtuo asked Kirk to rework the website's booking flow, the user account and the reservation page — responsive, on web and app.

The homepage booking pod confused users: they didn't get the service and hesitated to go further
Scope: black and white, high-fidelity wireframes — Virtuo's in-house designers owned the visual layer
First project for Clara and me as a fully autonomous design team
Coming from B2B SaaS, e-commerce and persuasive design were new ground

02 — What I Did

Four Phases, Short Loops

Phase 01

Map the journeys

We mapped the user journey across scenarios: does the user have a business account? What happens when they come from an airport? When do they create an account?

Phase 02

Prototype in high fidelity

Two black and white prototypes, mobile and desktop, built in Axure RP9. We redesigned pages and flows with persuasive design and ergonomics best practices, leaving the visual design to Virtuo's creative team.

Phase 03

Iterate fast

Three design reviews a week with Virtuo's product team to push flows further and stay aligned. The goal throughout: cut the time it takes to rent a car.

Phase 04

Test against the old version

We timed user testing sessions on the old and the new interface. The findings drove targeted fixes, especially on the airport scenario.

03 - The Screens

Where the Booking Happens

Booking pod - the first impression

Users can enter everything about their trip right on the homepage. Search results and station search were reworked too.

Renting flow - options

Insurance and extras presented clearly and persuasively, without crossing into dark patterns.

The full booking flow, from search to payment (47 s)

Account - navigation

A full redesign of the account section, built for reassurance and quick access. The information architecture went through several rounds of review and testing.