Rental Self Service
Reimagining the rental reservation experience
Overview
As the Lead UX Designer for the Rental Self Service Web Application, I led the end-to-end redesign of a legacy application to create a modern, stress-free rental reservation experience rooted in a new enterprise design system.
✶ Modernized a legacy web application using consistent UI patterns
✶ Introduced contextual help to proactively guide users
✶ Advocated for strict design QA in a fast-paced Agile environment
Role
Team
Scope
Accidents are stressful, rentals shouldn't be
The legacy rental application was outdated and often added friction to an already stressful situation. Our goal was to create a seamless, guided experience that felt less like filling out an insurance form and more like a modern consumer booking flow.
Agile design & continuous improvement
Working closely with product and development teams in an agile environment, I was involved in every phase from concept to production.
This included sprint planning, story grooming, and rigorous design QA. I created low-fidelity wireframes to map the core logic, then translated those into high-fidelity prototypes to ensure the final build matched the vision.
Systemizing the experience
To ensure consistency and ease of use, we didn't just design interface screens—we engineered a cohesive, scalable system. By standardizing UI patterns and successfully navigating the strict technical constraints of nested application architecture, we delivered an intuitive, seamless experience that bridged the gap between complex developer requirements and frictionless user flows.
Consistent patterns
I leveraged components from the new State Farm design system, reducing the cognitive load for customers by utilizing familiar UI patterns.
Contextual guidance
I designed contextual help modules strategically placed throughout the flow to proactively answer questions before the user felt lost.
Seamless nested navigation
I engineered intuitive routing for a nested, state-driven component, collaborating with developers to overcome complex architectural constraints while maintaining a fluid user experience.
Setting new standards for customer satisfaction
Within the first month, we exceeded our completion rate goal of 60% and customer satisfaction score goal of 85%. Our CSAT score was the highest in the Claims Suite at 95.8%. Additionally, we consistently exceed our monthly goals for digital retention and our percentage of opportunity (digital % of rentals).
The redesigned experience significantly reduced friction in the rental process. The UI patterns and strategies we established were highly successful and later adopted by other applications across the company's portfolio.
