Director of Digital Design & User Experience
Hertz
As the Director of Digital Design & User Experience at Hertz, I led the rebranding and digital transformation initiatives, overseeing the creation of a comprehensive design system and optimizing user journeys through extensive research and testing. I managed the development of wireframes and prototypes, ensuring alignment with business goals and establishing success metrics to evaluate the redesign’s impact. My role involved collaborating with cross-functional teams to enhance the overall user experience and drive customer satisfaction, ultimately contributing to the company’s strategic objectives.
Details
2019 – 2021
Categories
Web Design
Branding
Project Brief: Hertz Portfolio Redesign
Project Overview
The Hertz portfolio redesign successfully rebranded the company’s digital presence, overhauled the existing design system, and enhanced the user experience through comprehensive user journey mapping, user testing, and iterative prototyping. The project established clear success metrics and ensured alignment with Hertz’s business goals.
Objectives
1. Rebranding: Refreshed the Hertz brand identity to reflect modern aesthetics and values.
2. Design System Overhaul: Created a cohesive and scalable design system that ensured consistency across all digital platforms.
3. User Journey Mapping: Understood and optimized the user journey for a seamless and intuitive user experience.
4. User Testing: Conducted extensive user testing to validate design decisions and gather actionable insights.
5. Prototyping & Wireframing: Developed wireframes and prototypes to visualize and refine the redesign.
6. Establishing Success Metrics: Defined and measured key performance indicators (KPIs) to evaluate the success of the redesign.
7. Aligning with Business Goals: Ensured that the redesign aligned with Hertz’s strategic business objectives and enhanced overall customer satisfaction.
Scope of Work
1. Rebranding
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- Conducted a brand audit to identify areas for improvement.
- Redesigned the logo, color palette, typography, and visual assets.
- Updated brand guidelines to reflect the new identity.
2. Design System Overhaul
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- Developed a comprehensive design system that included UI components, patterns, and guidelines.
- Ensured the design system was flexible and scalable for future updates.
- Implemented the design system across all digital touchpoints.
3. User Journey Mapping
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- Conducted user research to understand current user behaviors and pain points.
- Created detailed user journey maps for key user personas.
- Identified opportunities to enhance the user experience at each touchpoint.
4. User Testing
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- Planned and executed user testing sessions with diverse user groups.
- Gathered qualitative and quantitative feedback on design prototypes.
- Analyzed user feedback to inform design iterations.
5. Prototyping & Wireframing
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- Developed low-fidelity wireframes to outline the structure and layout.
- Created high-fidelity prototypes to visualize the final design.
- Iterated on prototypes based on user testing and stakeholder feedback.
6. Establishing Success Metrics
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- Defined KPIs such as user engagement, conversion rates, and customer satisfaction.
- Set up analytics tools to track and measure these metrics.
- Regularly reviewed and reported on the performance against the KPIs.
7. Aligning with Business Goals
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- Collaborated with stakeholders to understand Hertz’s strategic objectives.
- Ensured the redesign supported business goals such as increasing bookings, enhancing brand perception, and improving customer loyalty.
- Integrated feedback from business stakeholders throughout the redesign process.
Deliverables
- Branding Assets: New logo, color palette, typography, and brand guidelines.
- Design System: A comprehensive design system document and UI component library.
- User Journey Maps: Detailed maps for key user personas.
- User Testing Reports: Findings and insights from user testing sessions.
- Wireframes and Prototypes: Low-fidelity wireframes and high-fidelity interactive prototypes.
- Success Metrics Dashboard: A dashboard to track and report on KPIs.
- Final Design: Fully implemented redesign across all digital platforms.
Timeline
- Phase 1: Research & Discovery (4 weeks)
- Phase 2: Rebranding & Design System (6 weeks)
- Phase 3: User Journey Mapping & User Testing (5 weeks)
- Phase 4: Prototyping & Iteration (6 weeks)
- Phase 5: Implementation & Launch (4 weeks)
- Phase 6: Post-Launch Evaluation (2 weeks)
Conclusion
The project significantly enhanced Hertz’s digital presence by creating a user-centric design that aligned with the company’s business goals. Through a structured approach involving research, design, testing, and iteration, the redesign provided a cohesive and engaging user experience that drove customer satisfaction and business success.
I designed the integration of Uber and Lyft into Hertz, enabling the creation of millions of jobs. This initiative streamlined the rental process for ride-share drivers, providing them with easy access to reliable vehicles. Through careful planning and user-centered design, we ensured a seamless experience that supported drivers in maximizing their earnings and contributed to the growth of the gig economy.
At Hertz, I incorporated the science behind UX wireframes by first developing low-fidelity wireframes that focused on layout, information hierarchy, and user flow. These wireframes allowed for early testing and validation of our concepts without the distraction of visual details. Once the core usability and functionality were confirmed, we progressed to high-fidelity designs, adding detailed visual elements, interactivity, and branding. This structured approach ensured that our final designs were not only visually appealing but also user-centered and highly functional.
