My Role & Responsibilities

As UX Researcher & Experience Designer, I was responsible for:

• - Conducting qualitative and quantitative research (20 in-depth interviews + 100 survey responses).
• - Building user personas, empathy maps, and customer journey maps to identify frustration and delight points.
• - Analyzing the service ecosystem (frontstage & backstage processes).
• - Designing a new digital touchpoint ecosystem, integrating app, website, and kiosks into a unified experience.
• - Defining UX metrics and measurement frameworks to evaluate the new experience.
• - Proposing an omnichannel strategy aligned with the brand’s digital transformation goals.

This project allowed me to combine UX strategy, CX measurement, and digital transformation thinking in one cohesive experience proposal.

Problem/Opportunity

The research revealed a recurring issue: users consistently complained about long queues and inefficient vehicle pick-up processes at OK Mobility offices.

Key insights from research:

• 1. Customers valued speed and autonomy over personal attention.
• 2. Most users rented cars for vacations or business trips, and saw waiting as a “waste of precious time.”
• 3. Re-entering documentation and duplicate verification steps caused frustration and distrust.
• 4. Despite negative comments about wait times, staff empathy often mitigated low satisfaction — showing an opportunity to balance automation with human touch.

In summary, OK Mobility’s digital experience lacked integration between online and offline channels, creating friction and inconsistency at the most critical stage of the journey.

Research & Process

• 1. Context Analysis
• - Conducted a benchmark study of major competitors: Avis, Enterprise, Europcar, Hertz.
• - Identified OK Mobility’s differentiator: premium fleet and digital-first positioning, but slower in operational UX innovation.


• 2. User Research
• - 20 in-depth interviews and 100 surveys across LinkedIn, Reddit, and blogs.
• - Identified 4 archetypes: The Frequent Traveler, The Executive, The Adventurer, and The Occasional Renter.
• - Built a main persona: Laura, 38 – E-commerce Director, time-conscious, tech-driven, values autonomy and predictability.


• 3. Customer Journey Mapping
• - Mapped the “As-Is” journey: from online booking to car pick-up.
• - Identified 4 archetypes: The Frequent Traveler, The Executive, The Adventurer, and The Occasional Renter.


• 4. UX Opportunity Areas
• - Introduced quick wins: OCR verification, web check-in, and digital contract signing to reduce friction.
• - Proposed long-term UX redesign: self-service kiosks and smart boxes for autonomous key collection.


• 5. Value Proposition Design
• - Connected user needs (speed, autonomy, transparency) with business goals (efficiency, loyalty, upselling).
• - Created a value proposition canvas aligning OK Mobility’s service model with user expectations.

Solution

The UX redesign focused on creating a fast, intuitive, omnichannel experience:

• 1. Web Check-In
• - Customers can upload documents before arrival using OCR technology for instant validation.
• - Reduced on-site verification time by up to 60%.


• 2. Self-Service Kiosks
• - Installed in main offices to handle autonomous check-in, signature, and key collection.
• - Interface designed for simplicity, with clear progress tracking and assistance prompts.


• 3. Digital Keys & Smart Lockers
• - Customers receive a digital code or app-based key to retrieve their car.
• - Enables full autonomy while maintaining traceability and security.


• 4. Omnichannel Integration
• - The app, website, and kiosks share one backend system, ensuring consistent data across all touchpoints.
• - The contact center and store agents use the same interface for seamless support.


• 5. CX Governance Model
• - Proposed the creation of a Customer Experience department to oversee all UX and CX initiatives.
• - Introduced a ROX (Return on Experience) metric to quantify the value of each digital initiative.

Results & Impact

Insights & Learnings

This project reinforced my belief that UX design is not just about interfaces — it’s about systems and emotions.

Key takeaways:

• - Empathy fuels efficiency. Understanding the user’s emotional state (stress, urgency, fatigue) led to more intuitive design decisions.
• - Automation and humanity can coexist. Kiosks don’t eliminate staff value — they let them focus on real interactions.
• - Data is a design material. Tracking the right KPIs (wait time, task completion, satisfaction) turns CX into a measurable discipline.
• - UX strategy drives transformation. By connecting design decisions to business outcomes, UX becomes a growth enabler.

This case taught me how to integrate service design, UX research, and digital strategy into a single transformation roadmap.

Closing Reflection

This project represents my vision of UX: a discipline that blends research, empathy, and business strategy to shape experiences that not only work — they resonate.

Designing for OK Mobility was more than solving a functional problem; it was designing for trust, time, and autonomy — three universal needs that define great customer experiences.