💼 Rentalcars.com
🕰️ 2018 - 2019
🧑🏻🎨 UX Designer
🎯 Opportunity & Business goal:
Increase affiliates retention and attract new businesses to join our affiliate program by modernising outdated solutions.
💡 My approach:
Learn what's important for our affiliates so that I could ideate a scalable multi-brand platform + a series of A/B tests to optimise it.
📈 Success metrics:
The solution attracted big brands like Jet2 and Ryanair which generated a total of 370k bookings between 2019-2020 (pre-covid).
📚 Topics covered:
Multi-brand platforms | A/B Testing | Conversion Optimisation | Affiliate Interviews | Competitor Analysis | Wireframing | Prototyping | Usability Testing | Responsive Design.
Methodology: Remote video interviews with 5 affiliate representatives.
Foundational user research was conducted with some of our biggest B2B affiliate representatives to understand their needs, goals and struggles.
The key question was: "What is important for your brand to have on a car rental platform?".
Most of our affiliate contacts are Brand Ambassadors whose user needs and pain points can be summarised in the following Persona.
To define the MVP, I facilitated a workshop with the Product Manager and Developers. Considering past challenges, where an excess of bespoke affiliate requests strained resources, I emphasised the need for standardising processes to ensure long-term sustainability.
A competitor analysis was conducted to understand how a similar B2B product is offered by other providers.
There is room for opportunities here to cover some gaps in the market.
The components will be mapped to a colour palette so that the design reflects the affiliate's brand like in the example below:
Here are some other examples with different colour palettes applied:
The mock-ups were sent to 5 of the biggest affiliates to gather their first impressions.
5 out of 5 expressed enthusiasm about switching to the new design.
By creating a backlog of hypotheses, we've set ourselves into a continuous cycle of A/B testing that drives growth and innovation. Each hypothesis is backed by research or behavioral economics, and then prioritised for testing.
Big names like Jet2 and Ryanair were attracted by this solution which they implemented and generated a total of...
As next steps, I presented this proof of concept, designed to empower our Commercial Team to set up and manage white labels through a no-code interface. The concept received approval, with an estimated 80% reduction in delivery time.
