Hertz

Scope: End-to-end design for a modernized rental experience across desktop and mobile platforms. I worked on redesigning key customer-facing flows on Hertz.com, focusing on improving the vehicle search, booking, and checkout experiences. The goal was to create a faster, more intuitive journey that aligned with both business goals and user expectations.

Conducted competitive analysis and reviewed analytics to identify high-friction areas. Created user journey maps and wireframes to streamline the booking process. Led the UI redesign using the updated brand design system, ensuring accessibility and responsiveness across devices. Collaborated closely with developers and product managers in Agile sprints to ensure seamless handoff and alignment. Ran usability tests on prototypes to validate design decisions and optimize task completion rates.

Outcome: The redesign contributed to a measurable increase in mobile conversion rates and a reduction in booking drop-offs, while also elevating the overall brand perception of the site.

Figma HQ Wireframes

I used Figma to build out responsive design components aligned with Hertz’s evolving brand system. Accessibility and scalability were key, so we worked closely with front-end developers to implement a flexible, component-based structure using modern frameworks