More than a facelift. Redesigning a Tool Rental App

Year

2021-2024

Industry

E-commerce, Construction, B2C

Client

Kurt König Group

My role

Lead Product Designer (Full-time)

Key screens of the redesigned app

App on the day of release

Context

A tool-sharing service was struggling to grow their user base due to an outdated mobile experience and, as I later found out, an overly complex pricing model that didn't match user behavior.

UX Consulting

Workshop Facilitation

Design System

Usability Testing

UX Writing

UI Design

Stakeholder Management

Prototyping

Users couldn't calculate their costs

My heuristic audit and user feedback analysis showed that the "minute-by-minute" flexible pricing model was a major usability hurdle. Even with a calculator in place, the users couldn't confidently predict rent 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 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 on 6 key pain points:

Issue 1: Opaque Pricing Model

Changed the overall pricing structure and visual hierarchy to ensure immediate price transparency for the customers.

Issue 4: Inconsitent Microcopy

Unified service terminology and microcopy across the platform to ensure a cohesive brand voice.

Issue 2: Railroad Navigation

Optimized the information architecture and location selection flow to create a more flexible browsing experience.

Issue 5: Insufficient Product Details

Restructured the PDP and added critical safety attributes to increase user confidence and reduce drop-off.

Issue 3: High Reservation Friction

Redesigned the tool reservation workflow to minimize cognitive load and accelerate the path to completion.

Issue 6: Bloated Registration Process

Eliminated redundant form fields and restructured the sign-up flow to reduce user drop-off during registration.

Issue 1: Opaque Pricing Model

Changed the overall pricing structure and visual hierarchy to ensure immediate price transparency for the customers.

Issue 3: High Reservation Friction

Redesigned the tool reservation workflow to minimize cognitive load and accelerate the path to completion.

Issue 5: Insufficient Product Details

Restructured the PDP and added critical safety attributes to increase user confidence and reduce drop-off.

Issue 2: Railroad Navigation

Optimized the information architecture and location selection flow to create a more flexible browsing experience.

Issue 4: Inconsitent Microcopy

Unified service terminology and microcopy across the platform to ensure a cohesive brand voice.

Issue 6: Bloated Registration Process

Eliminated redundant form fields and restructured the sign-up flow to reduce user drop-off during registration.

Issue 1: Opaque Pricing Model

Changed the overall pricing structure and visual hierarchy to ensure immediate price transparency for the customers.

Issue 2: Railroad Navigation

Optimized the information architecture and location selection flow to create a more flexible browsing experience.

Issue 3: High Reservation Friction

Redesigned the tool reservation workflow to minimize cognitive load and accelerate the path to completion.

Issue 4: Inconsitent Microcopy

Unified service terminology and microcopy across the platform to ensure a cohesive brand voice.

Issue 5: Insufficient Product Details

Restructured the PDP and added critical safety attributes to increase user confidence and reduce drop-off.

Issue 6: Bloated Registration Process

Eliminated redundant form fields and restructured the sign-up flow to reduce user drop-off during registration.

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Old vs. New: a side-by-side comparison.

The Impact

  • Successful release of the App in May 2022 on Google Play (10K+ downloads) and Apple App Store.

  • Significantly reduced the number of support calls about pricing.

  • The app was made into a white label solution for other major construction tool rental services in Germany, The Netherlands and other EU countries.

Design work didn't stop after release

Based on live user feedback and evolving business needs, I continued work on the product, including:

  • Further pricing display improvements for renting multiple tools

  • Rental flow for large machinery

  • Rental flow to pick up from stores instead of

  • Stripe payment integration

Saving Tools and Price Calculation

Browsing and Filtering by Location

Tool List, PDP and Reservation Flow

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