Gateway To Europe
Enterprise
Role
Art Direction
UI/UX Design
Information Architecture
Development Oversight
Agency
WMX
Making Car Rental Abroad Easy & Fun. Oh, and they have unique cars over there that you should check out!
Challenge
Despite its strong international brand, Enterprise struggled with online sales in Europe, lacking aesthetics, functionality, and UX to boost customer acquisition and support market expansion goals.
Solution
A unique, modern user experience across all devices was needed, with page performance being paramount to support customer acquisition.
the booking funnel
Step-by-step screens from selecting destination, to vehicle, to pricing, to confirmation.
STEP 1 — Choose Your Destination Country
STEP 2 — Choose Your Travel Dates
STEP 3 — Choose Your Rental Location
STEP 4 — Choose Your Vehicle (Carousel)
STEP 4 ALT — Choose Your Vehicle (Grid)
STEP 5 — Vehicle Details & Pricing
STEP 6 — Final Review of Selections
OPTIONAL — Create & Share a Virtual Postcard of Your Vehicle
OPTIONAL — Modify / Review / Backtrack Easily with a Button
STEP 7 — Enter Personal Details
STEP 8 — Pre-Submit Check & Legal
STEP 9 — Confirmation
MAde For Mobile
The goal was creating a responsive website that worked seamlessly on all devices.
A Bit On The Process
Utilizing wireframes and a userflow, the client could understand the vision, and sign-off on a direction quickly.
A Simple Userflow
A user-flow document and wireframes helped Enterprise make their contributions at the right time and place during this projects accelerated development.
Close collaboration with their in-house web team allowed for a quick connection into Enterprise’s API for vehicle availability, pricing, and ultimately booking.
3D-Rendered Fleet
Europe has unique cars that we don’t get to drive or see here in the U.S. so we decided to lead the overall experience with the cars.
In order to bring the site to life, we rendered the rental fleet images for each country in 3D, foregoing the need for a massive international photo-shoot.
Getting The Word Out
Print Marketing
Print campaigns were launched to drive traffic to the site. The publications chosen were geared towards well heeled readers, prompting us to create campaigns for readers who knew where they were going, and what they wanted. The campaigns we created were all about up-selling and being comfortable, and most importantly, in control of your trip.
Dynamic
HTML5 Display
I Designed and animated numerous display ad campaigns running on travel OTAs, employing dynamic tech to display context-sensitive creative. If a user would search for flights to Berlin, the banner would dynamically adapt to show Germany as the subject matter. This idea was utilized over 8 different concepts and campaigns.
The client was very happy
The new experience greatly increased bookings. Enterprise was so pleased, they decided to implement this interactive experience across 12 additional country websites, and also translate it into Spanish, French, German, and Italian.
