Rental Car Reservation Usability Test
2022
Customer: Alamo
My role: Primary researcher
Methods used: Moderated usability study and Alamo.com poll
Tools used: UserTesting, online web test environment, Qualtrics
Stakeholders: Sr UX Researcher, Experience Research Manager, Product Owner, Digital Designer
Timeframe: 12 weeks
Challenge
The Alamo Product Management team hypothesized that adding transparency to the rental car check-in process via a new progress indicator would help boost Accelerated Check-In (ACI) and Skip the Counter (STC) conversions. Customers who complete these steps can pick up their rental car more quickly and easily.
Before implementing a progress indicator, The Alamo team wanted to understand customer reactions to the new design concepts and whether introducing a progress indicator might have any unintended effect on the user experience.
Solution
The Product Owner and Designer had previously identified key abandonment points throughout the flows. But, during the study kickoff call, the Product Owner shared that they had little insight into the reasons why.
As a result, I proposed a three-part approach (moderated usability tests and a website poll) to better understand the problems the new design was aiming to solve.
Influence
Following the kickoff meeting, the Alamo team accepted the research proposal and agreed to delay the design implementation until the team had a better understanding of why customers were abandoning the process.
At the conclusion of this research, the Product and Design teams immediately implemented research recommendations, which resulted in positive conversion rate results (exact numbers unavailable due to NDA).
Study Overview
Research Questions
Are the Accelerated Check-In (ACI) / Skip the Counter (STC) prompts clear to users?
Do users see value in completing the ACI / STC steps?
When during their rental journey would users expect to complete ACI / STC processes (i.e., directly after completing a reservation? Some time prior to pick-up? Other?)?
Do users understand the status of their progress as they go through the ACI and/or STC steps?
Methodology
Moderated 30-minute 1:1 interviews evaluating the current ACI and STC path
Using an Alamo.com test environment, customers completed a reservation
The researcher observed reactions to ACI and/or STC prompts (if at all) and elicited feedback about the usability, interpretation,
and expectations for the ACI / STC paths.9 participants in this study were: U.S. residents, age 25+ years old, and household income $60k+; a mix of Alamo Insiders and non-Insiders
Alamo.com website polls
Using Qualtrics, we created a one-question site abandonment intercept on the Alamo.com ACI pages that have the largest abandonment rates
The intercept displayed if the visitor demonstrated exit intent by moving their cursor to the top of the browser
224 total responses were collected
Moderated 30-minute 1:1 interviews evaluating updated ACI and STC paths
Customers submitted a reservation using the Alamo.com test environment and then transferred to a prototype with updated designs for the remainder of the process
The researcher observed reactions to ACI and/or STC prompts and elicited feedback about the usability, interpretation, and expectations for the ACI / STC paths.
10 participants in this study were: U.S. residents, age 25-58 years old, and household income $60k+; a mix of Alamo Insiders and non-Insiders
Approach
Continuous communication:
I regularly checked in with key stakeholders to update them on our progress and share emerging themes.
I shared the session schedule and encouraged stakeholders to attend to help build excitement and interest in customer feedback.
Test planning:
Alamo Insiders (logged in) and non-Alamo Insiders (not logged in) had slightly different experiences. The test plan was created to reflect these nuances.
I crafted task-based questions to help put the participant in a real life mindset.
I structured the test plan to include the individual flow screenshots and corresponding questions to help ensure consistency throughout each session.
I shared the test plan with key Alamo stakeholders to ensure I captured their key questions.
Prototype:
After a walkthrough with the Designer and Product Owner, I meticulously went through the prototype to experience the “happy path” as well as alternatives a participant may take. My goal was to ensure participants can explore as naturally as possible with out prototype distractions (e.g., typos, incorrect links).
Snapshot of test plan
Key Insights Regarding the Current Flow
Insights from the first round of moderated customer interviews revealed customers had a fundamental lack of understanding of the differences between ACI and STC and their corresponding values.
Successes
Most customers stated they would enroll in features that help them save time and avoid waiting in line after a day of traveling.
Customers understood why certain information was requested as part of the ACI and STC flows and found the steps quick and easy to complete.
Areas for Opportunity
Customers had multiple interpretations of ACI and STC, often thinking they were the same, and wondered how much time it would save them.
Many questioned why they were separate processes because they couldn’t imagine completing ACI, but not STC.
Most customers would prefer to complete the ACI and STC flows before submitting their reservation and moving on to their next task.
Some customers wanted a better understanding of how STC works (e.g., how they will locate their car) and its potential implications (e.g., would it negate the cancellation policy?) to feel more comfortable signing up.
System errors were the lead ACI abandonment driver on Alamo.com.
Recommendations
Update error indicators (error copy and field highlights) to help customers quickly understand which field is causing the error and why.
Address technical issues preventing successful completion (e.g. name mismatch, unable to modify reservation error).
Adjust ACI and STC messaging to be more explicit and improve customer understanding of the difference between the steps and how enrolling may or may not affect rental policies.
Consider bolstering the ACI step by capturing additional information that will save time (e.g. credit card details) or combining the ACI and STC steps to improve customer understanding and perceived value.
Include the option to complete STC on the Review & Reserve screen, before customers submit their application, to help simplify the process.
Consider confirmation email research in tandem with ACI and STC messaging.
Product and Design Response to Research
Using the insights from the web poll and customer interviews, the Alamo Product Management team then partnered with the Digital Design and Communications teams to reevaluate the design and messaging. Design updates included:
Iconography to help draw their attention to the ACI and STC sections
More prominent success status notifications
Numbered steps to help set expectations
A Learn More accordion feature with expanded definitions of ACI and STC
Original Designs
New Designs
Reservation Confirmed screen design variations
Key Insights Regarding the Updated Design
Utilizing the new designs, I conducted another round of moderated usability tests. Overall, customers demonstrated a better understanding of the difference between ACI and STC and the value they provide. However, there were still a few open questions about next steps and whether they needed to complete one or both steps.
Successes
Most customers stated they would enroll in features that help them save time and avoid waiting in line after a day of traveling.
Customers understood why certain information was requested as part of the ACI and STC flows and found the steps quick and easy to complete.
NEW Most customers noticed and engaged with the ACI and STC prompts on the redesigned Reservation Confirmed! Page.
NEW The majority of customers demonstrated a better understanding of the value and the relationship between the ACI and STC flows.
NEW The Learn More feature answered most questions raised in the prior study.
Areas for Opportunity
UPDATED from R1 Some customers wanted a better understanding of how STC works (e.g., how they will locate their car) and when they will be charged to feel more comfortable signing up.
A few non-Alamo Insiders thought they needed to decide between completing ACI or STC, and didn’t understand they would complete ACI then STC.
A few questioned why they were separate processes because they couldn’t imagine completing ACI, but not STC.
Recommendations
Add an identifier to the numbers to further clarify ACI and STC are two steps and not two independent options.
Consider combining the ACI and STC steps into one flow to help make the process more efficient and improve completion rates.
Consider allowing Alamo Insiders to save their ACI/STC preferences to their account.
Implement a digital wallet option for the Pick-up Ticket.
Consider providing a resource with additional information on how vehicle selection works and what to expect at arrival.
Implement Version 1 with no STC button (see image in prior section) or complete an A/B test for preference testing at scale.
Move forward with the Learn More accordion.
Reflection
What went well
Everyone involved in this study had a positive attitude and open mindset, making this one of my favorite studies to have worked on.
The Product and Design team’s excitement and commitment was a researcher’s dream come true. The team immediately implemented suggestions into their designs and saw positive results.
In future releases, they continued testing the designs to incorporate the more complex recommendations. Later updates included:Incorporating ACI and STC enrollment on the Review & Reserve screen
Additional messaging regarding impact on cancellation policy and payment method
Animated iconography to increate noticeability of the ACI and STC sections
December 2023: Cancellation policy statement and ACI flow now incorporated into the Review and Reserve screen.
December 2023: Expanded and more direct explanation of ACI
What I’d change
I wish I’d had the opportunity to test the evolving designs to continue to see the impact of our research/product/design collaboration.