Case Study: Rent-a-car website creation

The Performance Car Rental (PCR) company is engaged in the rental of luxury cars in Dubai. Our web design project for them began with market and target audience research of this city, which was an interesting process.

Dubai in itself attracts a certain lifestyle, opulent and luxurious. Our client was inspired to start a rental business here - in the center of extravagance, so we needed to make it easy for him and his many partners to display and organize their offer.

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Project Goal

Our team was in charge of web design and development with a focus on making a smooth, full online booking process. PCR wanted to stand out on the market by allowing easy booking through the website to speed up the selection and reservation and also avoid common booking mistakes.

Another priority for this site was to create a unique look that would separate this company from the many other car rental companies in Dubai.

Streamlining the booking process

With high Dubai competition in mind, we started working on personas - different car lovers.

From creating the mood board of the two personas we defined, we saw some elements that they repeatedly liked: golden accents, pastels, classy appearances, expensive and refined items, and the like. That created great direction in defining the look and feel of the site.

While the UI team worked on the PCR style, the UX and development team worked on making the car selection as smooth as possible.

The goal was to allow people to search for available cars by entering the location, date & time for rent. We ensured that the search offered many filters and portions of info packed on car cards to help people narrow down the selection. Car lovers should be able to breeze through lots of choices, picking what they need fast by filtering the offers.

The booking experience had to feel as elegant as having a sleek sports car delivered right to the entrance of a five-star hotel!

Art direction and UI

Every car lover is drawn to different aspects of the vehicle and experience.

For instance, one might choose a Lamborghini to fulfill a lifelong dream, while another wants to show off elegance and luxury during business meetings in Dubai. Then some simply want to feel the speed and comfort of top-tier brands.

All this was important to separate and emphasize in the design. First, we highlighted all the details about cars - features that would be of interest to customers.

Then, we provided information about rental prices, discounts, and rental duration options in a different way. It was important to clarify how the rental price varies depending on the payment frequency—monthly, daily, or weekly.

All this involved a lot of small notes about the car itself, so we used telling icons, labels, and disclaimers to give users all the information they might need to pick the right car for them.

We used neutral colors to help emphasize the most important aspects of the design - the presentation of the cars.

These luxury vehicles sell themselves with their looks and style, and the people who rent them usually already know what is behind the names like Lamborghini, BMW, Mercedes…

So, we needed to highlight the car brand, model, type, and color first and put additional stuff around that core information.

Other parts of the design were there to support the comfy atmosphere and give a good preview of the experience of renting a car in Dubai. We wanted to keep it simple with light, transparent, and clean content. Practicality was our top priority.

Challenges in development

Creating a unique look for the car rental site in Dubai was the most challenging part for the UI designers. Great competition and unique styles of the target audience have raised the standards of this and similar websites. However, we focused on functionality and effectiveness as unique selling points for the PCR.

We wanted to provide people with a good car rental experience in as few clicks as possible, with not much effort, mistakes, and surprises. This meant localizing the site for different regions, as well as changing currencies and languages ​​quickly and easily.

As our client wants to improve his business in every aspect, we made sure that adding new vehicles and updating and customizing content is painless for them.

Conclusion

This easy access and use of the PCR website, with a refined layout, will set it apart in the overcrowded market and help the business grow smoothly. It was crucial that people from anywhere in the world could navigate and enjoy it without a hitch.