Inquiry Flow
Redesigned a critical booking flow, removing friction and streamlining steps to build renter trust and improve conversions.
The Problem
Nearly 40% of renters abandoned the 6-step inquiry flow, with the steepest drop-offs at the start and end. This created a confidence gap, added friction, and directly hurt conversion rates.
Goal
Redesign the inquiry flow to:
Reduce abandonment by removing unnecessary steps and friction points
Provide a faster, more intuitive experience across mobile and desktop
Build renter confidence and trust through clearer guidance
Boost completed trip inquiries and improve overall bookings
Strengthen conversion performance at a critical point in the renter journey
My Role
I served as Lead Product Designer and UX Researcher, responsible for:
Identifying friction points through Google Analytics and Clarity heat maps
Mapping user flows and spotting opportunities to streamline
Designing and prototyping new flows for mobile and desktop
Partnering with engineering and PM to validate and ship the redesign
Research Insight: Nearly 40% of renters abandoned the 6-step flow, with the steepest drop-offs at step 1 and the final step, revealing friction points that drove the redesign.
Process
I mapped the renter journey, prioritized a mobile-first redesign, collaborated closely with product and engineering for rapid iteration, and refined language clarity through internal reviews.
Research & Analysis
Used analytics and heat maps to pinpoint drop-off moments.
Conducted usability checks to understand hesitation points.
Ideation & Exploration
Sketched simplified flows with fewer decision points.
Refined messaging and copy to build trust and set expectations earlier.
Prototyping & Iteration
Built wireframes and high-fidelity prototypes for testing and feedback .
Ran validation rounds with product team and engineering to compare flows and adjust copy and microinteractions.
Design & Handoff
Delivered high-fidelity designs across mobile and desktop platforms.
Collaborated with engineering, product, and PM to ensure smooth rollout.
Results
Reduced the flow from 6 steps → 2 streamlined steps
Eliminated major friction points that drove abandonment
Early indicators suggest a strong lift in completed inquiries and renter confidence
Final metrics pending as post-launch data is being recovered and analyzed
Trip Cart Redesign
Reordered the UI hierarchy to surface essentials first (pricing, dates, duration, group size, captain option) and simplified cost breakdowns with clearer CTAs, reducing decision friction.
Streamlined Flow
Condensed the 6-step process into 2 simple steps: trip detail entry, followed by review and personalization, cutting complexity and drop-offs.
Actionable Confirmation
Added a success modal that not only confirms submission but prompts renters to explore similar listings, encouraging continued engagement.
