01/ DETAILED DESIGN

National Car Rental Global Responsive Web Redesign

The National Rental Car detailed design project took on the personality of our target user—the professionals, the pace-setters. Focusing on speed, choice and control in every aspect of the redesign, the final system made renting a car a smart and sophisticated experience. The site was empowered by the economy of motion; finding the smoothest and fastest ways to get from point A to B. As the lead designer on the account, I took guidance from my ACD and managed the design team to create a consistent and tight design system.

02/ CONCEPTUAL DESIGN

The conceptual design process

For conceptual design, our team created a user journey that outlined how we can push the future of National Car Rental forward. One idea I had was inspired by Spotify's Year in Review for Music. For National, this Year in Review captured the miles driven, locations traveled, and opportunities that the member could take within National to better enhance their experience. Another conceptual piece was for a pocket planner that held tips and tricks for city travel for those who might want to explore new places through the lens of another business traveler. These explorations set the ground work for type lock-ups, navigation style, and imagery that we carried over to the detailed design phase.

An custom, elegant PowerPoint template to match our demographic.

To kick off the National redesign, our team designed a custom PowerPoint template that was elegant, fast and sleek, to mirror the site we were designing for our client. PowerPoint work is something that I am passionate about since it’s like designing within a box with constraints. We were able to empower the use of clean motion transitions to enhance the inspiring story-telling, while also creating a template that could be used and customized by the entire team. This template was than transferred to Google Slides as a way to work efficiently and collaboratively—and we didn’t have to worry about versioning.

Moodboards

Our process for creating moodboards was to create three unique directions that National could see themselves taking. During a brainstorm session with the client, we asked them to say the words that they think people used to describe National in the current day. We then asked them what words they would want people to use post-launch. Those words were bucketed into our three groups in order to provide the unique feels. In the end, the client moved forward with the middle moodboard, using a bold Playfair serif paired with a more modern Museo Sans.