Industry
Construction, Service, B2C
Client
Kurt König Group (Germany)
More than a facelift. Redesigning a Tool Rental App
Overview
Problem
A tool-sharing service was struggling to grow the user base due to an outdated mobile experience and an overly complex pricing model that didn't match user behavior.
Problem
A tool-sharing service was struggling to grow the user base due to an outdated mobile experience and an overly complex pricing model that didn't match user behavior.
Problem
A tool-sharing service was struggling to grow the user base due to an outdated mobile experience and an overly complex pricing model that didn't match user behavior.
Role
Role
Role
UX Consulting
Workshop Facilitation
Design System
Usability Testing
UX Writing
UI Design
Stakeholder Management
Prototyping
My Impact
My Impact
My Impact
01
Strategic Pivot
Convinced stakeholders to move from a visual refresh to a full UX overhaul.
Strategic Pivot
Convinced stakeholders to move from a visual refresh to a full UX overhaul.
Strategic Pivot
Convinced stakeholders to move from a visual refresh to a full UX overhaul.
02
Business Logic
Identified a mismatch in the pricing model using quantitative data and led the initiative to simplify it.
Business Logic
Identified a mismatch in the pricing model using quantitative data and led the initiative to simplify it.
Business Logic
Identified a mismatch in the pricing model using quantitative data and led the initiative to simplify it.
03
Design System
Built a flexible component library to speed up dev handoff and future iterations.
Design System
Built a flexible component library to speed up dev handoff and future iterations.
Design System
Built a flexible component library to speed up dev handoff and future iterations.
Discovery & The Pivot
Moving Beyond a "Facelift"
The initial brief requested a simple visual refresh. However, my preliminary UX audit revealed that the app’s issues were structural, not just aesthetic. The registration flow was bloated, and the core booking path was confusing at best.
Moving Beyond a "Facelift"
The initial brief requested a simple visual refresh. However, my preliminary UX audit revealed that the app’s issues were structural, not just aesthetic. The registration flow was bloated, and the core booking path was confusing at best.
Moving Beyond a "Facelift"
The initial brief requested a simple visual refresh. However, my preliminary UX audit revealed that the app’s issues were structural, not just aesthetic. The registration flow was bloated, and the core booking path was confusing at best.
Aligning Stakeholders
I facilitated a Value Proposition Canvas (VPC) workshop to walk stakeholders through the friction points. By presenting the business brief alongside user realities, I successfully shifted the project scope from a "UI update" to a comprehensive UX overhaul.
Aligning Stakeholders
I facilitated a Value Proposition Canvas (VPC) workshop to walk stakeholders through the friction points. By presenting the business brief alongside user realities, I successfully shifted the project scope from a "UI update" to a comprehensive UX overhaul.
Aligning Stakeholders
I facilitated a Value Proposition Canvas (VPC) workshop to walk stakeholders through the friction points. By presenting the business brief alongside user realities, I successfully shifted the project scope from a "UI update" to a comprehensive UX overhaul.
Old app design
Research & Strategy
Data-Driven Pricing Strategy
My heuristic audit and user feedback analysis flagged the "minute-by-minute" flexible pricing model as a major usability hurdle—users couldn't calculate their costs. I checked the historical rental data to validate this hypothesis and discovered a massive misalignment.
Data-Driven Pricing Strategy
My heuristic audit and user feedback analysis flagged the "minute-by-minute" flexible pricing model as a major usability hurdle—users couldn't calculate their costs. I checked the historical rental data to validate this hypothesis and discovered a massive misalignment.
Data-Driven Pricing Strategy
My heuristic audit and user feedback analysis flagged the "minute-by-minute" flexible pricing model as a major usability hurdle—users couldn't calculate their costs. I checked the historical rental data to validate this hypothesis and discovered a massive misalignment.
The Finding
90% of users rented tools for less than 10 hours. Most people rented a tool for around 4 hours.
The Finding
90% of users rented tools for less than 10 hours. Most people rented a tool for around 4 hours.
The Finding
90% of users rented tools for less than 10 hours. Most people rented a tool for around 4 hours.
The Action
I used this data to champion a simplified, tiered pricing model. This reduced cognitive load for the user while protecting business revenue.
The Action
I used this data to champion a simplified, tiered pricing model. This reduced cognitive load for the user while protecting business revenue.
The Action
I used this data to champion a simplified, tiered pricing model. This reduced cognitive load for the user while protecting business revenue.
Based on the UX audit and user behavioral data, I focused the redesign on:
Based on the UX audit and user behavioral data, I focused the redesign on:
Based on the UX audit and user behavioral data, I focused the redesign on:
Pricing
Simplifying the pricing strategy and display.
Microcopy
Standardizing microcopy across the app.
Navigation
Improving overall information architecture and location selection.
Product details
Investing in robust tool descriptions and attributes.
Reservation
Changing reservation logic according to real user behavior.
Registration
Removing superfluous sign up steps.
Pricing
Simplifying the pricing strategy and display.
Registration
Removing superfluous sign up steps.
Product details
Investing in robust tool descriptions and attributes.
Reservation
Changing reservation logic according to real user behavior.
Location
Making station selection less rigid.
Microcopy
Standardizing microcopy across the app.
Testing & Validation
Usability Testing
To validate the updated UI and navigation structure, I created a high-fidelity prototype and a comprehensive testing manual. I focused specifically on the core journey (Locate → Reserve → Pickup) to see if previously identified friction points had been resolved.
Usability Testing
To validate the updated UI and navigation structure, I created a high-fidelity prototype and a comprehensive testing manual. I focused specifically on the core journey (Locate → Reserve → Pickup) to see if previously identified friction points had been resolved.
Usability Testing
To validate the updated UI and navigation structure, I created a high-fidelity prototype and a comprehensive testing manual. I focused specifically on the core journey (Locate → Reserve → Pickup) to see if previously identified friction points had been resolved.
Validating the New Pricing
Usability testing showed that while the flow worked, the pricing logic and copy were still misleading, even for users who thought they understood them. To fix this, I ran a round of "hallway testing" to see if people could accurately predict a rental’s total cost.
After several rounds of refining the microcopy and visual hierarchy, I reached a design where users could finally predict their final bill with 100% accuracy and confidence.
Validating the New Pricing
Usability testing showed that while the flow worked, the pricing logic and copy were still misleading, even for users who thought they understood them. To fix this, I ran a round of "hallway testing" to see if people could accurately predict a rental’s total cost.
After several rounds of refining the microcopy and visual hierarchy, I reached a design where users could finally predict their final bill with 100% accuracy and confidence.
Validating the New Pricing
Usability testing showed that while the flow worked, the pricing logic and copy were still misleading, even for users who thought they understood them. To fix this, I ran a round of "hallway testing" to see if people could accurately predict a rental’s total cost.
After several rounds of refining the microcopy and visual hierarchy, I reached a design where users could finally predict their final bill with 100% accuracy and confidence.
Design & Handoff
A Scalable Design System
Every single screen and flow had to be redesigned. To ensure consistency and speed up development, I quickly moved away from one-off screens and built a flexible component library. It was so
A Scalable Design System
Every single screen and flow had to be redesigned. To ensure consistency and speed up development, I quickly moved away from one-off screens and built a flexible component library. It was so
A Scalable Design System
Every single screen and flow had to be redesigned. To ensure consistency and speed up development, I quickly moved away from one-off screens and built a flexible component library. It was so
Collaborating with Developers
I didn't just hand off files, I set up bi-weekly consultations with the engineering team throughout the build. This ensured that my designs were technically feasible and that the implementation matched the vision.
Collaborating with Developers
I didn't just hand off files, I set up bi-weekly consultations with the engineering team throughout the build. This ensured that my designs were technically feasible and that the implementation matched the vision.
Collaborating with Developers
I didn't just hand off files, I set up bi-weekly consultations with the engineering team throughout the build. This ensured that my designs were technically feasible and that the implementation matched the vision.
After launch
Design work didn't stop there. Based on live user feedback, I continued to ship improvements, including:
Dark Mode implementation.
A redesigned cost calculator.
Stripe payment integration.
Numerous Internal Staff Dashboard improvements.