GoRent is a modern car rental platform that reimagines how people access vehicles - offering real-time availability based on locations, a flexible monthly subscription model, express booking with saved preferences, hourly rentals, the ability to request a personal driver, contactless pick up and more.
My goal with GoRent was to design a user-first car rental experience - one that solves the real pain points I witnessed in the industry: confusion, lack of transparency, and rigid booking systems.
More than just a design solution, GoRent is my vision of what modern car rentals should feel like - seamless, personalized, and built for real people.
Personal Project
Responsive Web
Figma, Canva
Jun - Jul 2025
What I saw working in the industry
While working in the car rental industry, I encountered countless customer frustrations - from booking a car online only to find it unavailable at pickup, to hidden charged after incidents, outdated interfaces, and unclear pricing structures.
This disconnect between customer expectation and company systems revealed a much deeper issue. The problem wasn't just a technical - it was rooted in the overall user experience.
That realization led to the creation of GoRent - a platform designed to meet user expectations with transparency, simplicity, and a user-first approach.
Following a human-centred design approach to create meaningful solutions
Understanding the user
I conducted user research to better understand how users approach the car rental process - from browsing and reserving a vehicle to navigating the existing website interface. My goal was to uncover pain points in the current experience, gather feedback on what frustrates users, and identify the features they wish existed to make the process smoother, faster and more user-friendly.
I spoke with several individuals from targeted customer segments to gather insights into their car rental experiences. Here are the key questions that guided our conversations:
Framing the problem clearly
School Teacher & Mom
Age: 32
Tech Savvy: Average
Location: Edmonton
Usage: Quarterly
Sarah is a dedicated mom and school teacher who loves planning family gateways during long weekends and school holidays. She is responsible for organizing the entire trip from accommodations to transportation, and she values convenience, safety and cost transparency.
CEO, Logistics Firm
Age: 35
Tech Savvy: High
Location: Calgary
Usage: Monthly
Harsh is a CEO of logistics firm and travels frequently for client meetings and conferences. He prefers renting cars over using ride-share because of flexibility and image. He values punctuality, premium service and prefers occasional personal driver option for formal events.
Both personas share common frustrations around transparency, flexibility and convenience. This validates our focus on creating a user-first platform that prioritizes clear communication, real-time information, and personalized experiences.
Structuring the User Experience
User arrives at GoRent homepage and creates account or logs in
User searches for vehicles based on location, dates, and preferences
Browse real-time available cars and categories based on location
User can choose desired add-ons on the same page
Configure rental details and finalize payment method
Quick sketches and layout to define structure and user flow
I began by sketching low-fidelity wireframes focused on the core user flow. These early concepts acted as a foundation blueprint for the entire design process, helping to visualize structure and layout without getting distracted by visual details. Once I felt confident with the usability and flow, I transitioned to digital mockups to further refine and validate the experience.
Transforming blueprints into clear visual hierarchy
Mid-fidelity wireframes bridged the gap between structure and visual design. They allowed me to validate the user experience, layout consistency and overall flow before committing to high-fidelity visuals. This phase not only streamlined the design process but also saved valuable development time by catching usability issues early.
From concept to clarity: Finalizing the user experience
The high-fidelity wireframes represent the final evolution of the design process, combining sleek aesthetics, pixel-perfect interfaces and visual appeal with usability. Every component is thoughtfully crafted to deliver a seamless, engaging experience that not only delights users but also builds trust and drives conversion.
Validating design through real user insights
To gather real user insights, I visited my previous workplace in the car rental industry. I first presented my prototype to former co-workers, asking them to explore the interface, search for a vehicle, and complete a simple reservation from start to finish. Then, I invited incoming customers to interact with the design concept and attempt the same task.
Here's what they had to say:
“The real-time availability feature is a game-changer. It solves one of the biggest issues we face at the counter - customers not knowing which cars are actually available at their chosen location.”
“I really liked the layout of the add-ons section. It's clean, intuitive, and everything is presented in a straightforward way - no guesswork needed.”
“The subscription model is exactly what I've been looking for. And the option to request a personal driver when needed makes it even better - super flexible!”
“Express booking with saved preferences is brilliant. It saves so much time, especially when I'm in a rush or renting frequently. I'd definitely use it.”
The overwhelmingly positive feedback reinforced the value of my user-centred design approach, validating key design decisions throughout the process. GoRent successfully addresses real pain points in the car rental experience, offering intuitive solutions that resonate with both customers and rental staff.
Reflecting on the journey, insights gained, and what lies ahead
Experience the complete GoRent user journey through our interactive Figma prototype
View Prototype“This wasn't just a UI/UX case study. It was my way of fixing a problem I once had to explain to customers - now I've solved it with design.”
Designed with passion and vision by Parth Patel