Channels📱:iOS App (native)
Markets 🇬🇧: UK
My role 🙍🏻♀️: Lead Product Designer
Team 👥: PM, FE Dev, BE Dev, Marketing Manager, QA
When 📅: April 2019 - Jun 2019
Status 🚦: live
✨ My Learnings ✨: working with a product that has a counterpart in the physical world (and tight deadline) is a very interesting challenge.
THE OUT started out (see what I did there?) as Liquid, back in 2017 as a proof of concept iOS app, whose goal was disrupting the way we think about renting a car. After a little over a year, it was apparent that its UVP - delivery and collection of the vehicle, one simple premium car and no hidden extras or high excess fees - it was time to refresh and relaunch with a punchier brand.
A few months after rebranding the app, more and more customers asked for more choice on top of our faithful Discovery Sport. Business and marketing were ecstatic about the idea to finally incorporate the pièce de resistance the Range Rover Sport into our fleet, but the question for our product team was: how do we incorporate the choice in a flow that is only built around one car?
All the users of THE OUT would be impacted, as the booking flow itself was to be rethought and changed.The user base of the iOS app is mostly males, between 30-50 living in London (primarily in SW) and working in finance.