Tag: User Journeys

  • RentMate website

    RentMate is a peer-to-peer rental platform that allows people—including temporary residents and short-term visitors— to borrow everyday items from others in their local area, from tools to camping gear and beach essentials.

    The platform focuses on short-term, flexible rentals, enabling users to access items without the cost and commitment of ownership.

    The goal is to build a trusted, community-driven marketplace that promotes:

    Sustainability (access over ownership)

    Convenience

    Affordability


    Problem

    Many people face a common frustration:

    • Items like camping gear, beach equipment, or tools can be expensive to buy
    • They are often used only once or occasionally
    • Owning them creates clutter and waste

    Australia has a large population of temporary residents, backpackers, and short-term visitors.

    • They often stay for a few months to a couple of years
    • They are less likely to invest in expensive or bulky items
    • They still want to enjoy activities like:
      • Camping trips
      • Beach days
      • DIY or home setup

    As a result, they frequently face a gap between access and ownership, needing items temporarily without a practical way to obtain them.

    Traditional rental options:

    • Are limited to specific categories (e.g., tools only)
    • Have restricted hours and locations
    • Can be expensive and inconvenient

    At the same time:

    • Many people already own items that sit unused most of the time

    Key Problem Statement:
    How might we enable people to easily and safely rent everyday items from others in their community, making access more convenient than ownership?

    Process

    1. Research

    I explored:

    • Peer-to-peer rental platforms
    • Traditional rental services (tools, outdoor gear, etc.)

    Key Insights

    • Trust and safety remain the biggest barriers
    • Existing platforms often feel transactional and outdated
    • Users want fast, local, and flexible experiences
    • Opportunity gap: multi-category rental (not just tools)

    2. User Interviews

    I conducted informal interviews with:

    • Renters (people needing occasional items)
    • Owners (people with underused belongings)

    Sample Questions

    • “When was the last time you needed something you didn’t own?”
    • “What stopped you from renting or borrowing it?”
    • “Would you rent out your belongings to others?”

    Key Findings

    Renters:

    • Want quick access to nearby items
    • Prefer simple, mobile-first experiences
    • Care about quality and reliability
    • Often make last-minute decisions (e.g., weekend plans)

    Owners:

    • Interested in earning extra income
    • Have unused items across categories (tools, camping, beach gear)
    • Main concerns:
      • Damage
      • Theft
    • Need clear protection systems

    3. Personas

    Romina – The Temporary Local

    • Backpacker / student / temporary worker
    • Lives in Australia short-term
    • Avoids buying items they can’t take with them
    • Wants to experience local lifestyle (camping, beach, etc.)
    • Needs flexible, affordable access
    • Plans spontaneous trips (camping, beach days)

    Dylan – Occasional DIYer

    • Needs tools occasionally
    • Price-sensitive
    • Wants fast, local access

    John – Passive Earner (Owner)

    • Owns multiple useful items
    • Wants to monetize unused belongings
    • Needs trust and protection

    4. User Journey Mapping

    Key Pain Points

    • Finding relevant items nearby
    • Lack of trust between strangers
    • Coordinating pickup/return logistics
    • Unclear or hidden pricing
    • Friction in listing items

    5. Ideation

    Focus areas:

    • Expand beyond tools → multi-category marketplace
    • Reduce friction in both:
      • Renting
      • Listing
    • Build strong trust signals
    • Support last-minute usage scenarios

    Solution

    The platform: RentMate

    A mobile-first platform that enables users to:

    • Discover items nearby (tools, camping, beach, etc.)
    • List items quickly and easily
    • Book securely with minimal friction

    Core Features

    Smart search & Discovery: location-based browsing and filter option by price, distance, availability and category (tools, camping gear, beach essentials)

    Fast Listing Experience: list an item in under 2 minutes including photos, price per day, availability calendar and category.

    Trust & Sefety System: Display verified profiles, ratings & reviews, optional insurance coverage.

    Seamless Booking Flow: Dates selection on calendar view, instant pricing calculator, clear pickup/return instructions.

    Communication: In-app messaging, automated reminders (pickup time, return deadlines).

    Key UX Decisions

    • Mobile-first approach → Users often need items on-the-go or last-minute
    • Category expansion (beyond tools) → Increases relevance and frequency of use
    • Transparent pricing upfront → Reduces friction and builds trust
    • Strong trust indicators → Critical for peer-to-peer interactions
    • Simplified listing flow → Encourages supply growth (marketplace balance)

    Outcome

    If launched, RentMate could:

    • Reduce unnecessary consumption and waste
    • Enable people to earn from unused items
    • Support a more circular, sustainable economy
    • Become a go-to platform for everyday needs, not just tools 

  • Webstore update

    After more than seven years, our company embarked on a major webstore upgrade, migrating from the legacy LUMA theme to the modern Hyva theme on Magento. I led the end-to-end UX/UI transformation, collaborating with Balance (our agency partner), internal stakeholders, and technical teams to deliver a modern, accessible, and high-performing digital storefront.

    Problem

    • The webstore was outdated, slow (especially on mobile), and no longer met user expectations for usability, accessibility, or visual appeal.
    • Navigation, product discovery (search, Product listing, Product details), and checkout flows were cluttered and inconsistent, leading to high drop-off rates and user frustration.

    Process

    • Stakeholder Engagement: Attended and facilitated numerous meetings to gather requirements, validate designs, and align features/functionality with business and technical constraints. 
    • User Research: Incorporated insights from surveys, interviews, and ContentSquare user behavior analytics to identify pain points and opportunities.
    • Wireframing & Prototyping: Led the creation and iteration of new wireframes for all major flows (navigation, Product Listing page, Product Details page, checkout, account management), ensuring brand consistency and enhanced UX.
    • Validation: Collaborated with Balance and internal teams to validate designs, address technical feasibility, and ensure stakeholder buy-in.
    • Documentation: Maintained detailed documentation of before/after states, tracked changes, and ensured all updates were reflected in project boards and knowledge bases.

    Solution

    Modernised UI/UX: Delivered a visually refreshed, mobile-optimised, and accessible webstore interface.

    I led a comprehensive redesign of the web store, modernising both UX and UI to create a more accessible, mobile-first experience aligned with user needs and business goals.

    The work was structured around 5 key epics (1.Home page and Navigation, 2.My Account, 3.PDP and Search, 4.pdp, 5.Checkout), prioritising high-impact pain points and areas with the highest drop-off. Rather than focusing solely on visual improvements, the approach combined interface redesign with targeted UX interventions across critical journeys.

    On the UI side, I introduced a refreshed design system including a set of reusable components—such as headers, footers, buttons, and product cards—to ensure consistency, scalability, and faster iteration across the platform.

    From a UX perspective, I redesigned key touchpoints where users were experiencing friction, including:

    • Product listing pages
    • Product detail pages
    • Account and registration flows
    • Menu navigation
    • Favourites functionality
    • Checkout process flow

    The checkout journey, identified as the primary drop-off point, was significantly improved through a clearer layout, simplified steps, and a more intuitive flow. To reduce friction and support faster conversions, express payment options such as Google Pay and Apple Pay were introduced.

    All improvements were designed to support both B2C and B2B users, addressing their different needs while maintaining a unified experience.

    Reusable components (Desktop & Mobile)

    Home Page

    Before

    After

    Product Listing Page

    Before

    After

    Checkout flow

    Before

    After