MOVIDA
SUPERAPP
Scope of work
Product Designer, Mobile APP, Redesign, Design System
Duration
14 months
2024
Unified the user experience at Movida by integrating its various business units into a cohesive, seamless, and omnichannel ecosystem.
CONTEXT
Movida, one of the leading car rental companies in Brazil, stands out for its focus on customer experience. This project involves a complete redesign of its digital channels, including Web and App, to serve a diverse audience ranging from executives to tourists. The project is currently in development.
The Problem to Be Solved
Increasingly strong digital presence.
Simplify user interaction, most as possible.
Integrating all business units into an omnichannel experience.
FIRST STEP
Discovery
We explored metrics from tools like Google Analytics, Hotjar, and Lookback and identified a high number of drop-offs at the reservation stage, especially during the information-filling process.
38%
of users abandon the process before completing it.
2 min
is the average time to complete the reservation.
63%
of users click on unexpected areas.
68%
of the access is from desktop.
IN data we trust
Throughout the process, various artifacts were developed to support design and product decisions.
From the sitemap, which structured the information architecture, to the creation of personas, which helped understand the target audience. Additionally, the project flow, sales analyses, and a heuristic analysis were mapped out, ensuring usability and efficiency in the user experience.
38%
Difficulty in the journey
Interviewees said the flow could be more straightforward.
75%
Tiring data entry
Entrevistados disseram que o fluxo poderia ser mais direto.
53%
Lack of support during reservation
Interviewees would like a virtual assistant or chatbot for real-time questions.
82%
Trust in Movida
Interviewees trust the company but believe the digital process can be optimized
to improve the experience.
Design applied to prototyping
At this stage, interactive prototypes were created to validate flows and interactions, ensuring intuitive navigation.
The homepage was designed to offer a direct and engaging experience, while cards and components were created to maintain visual consistency and facilitate usability. Every detail was carefully considered to provide a smooth and efficient interface.
Home screens and search result cards in the prototyping phase.
The foundation
DESIGN SYSTEM
We explored metrics from tools like Google Analytics, Hotjar, and Lookback and identified a high number of drop-offs at the reservation stage, especially during the information-filling process.
Descrição da imagem a cima
Descrição da imagem a cima
What we are here for
SOLUTION
We explored metrics from tools like Google Analytics, Hotjar, and Lookback and identified a high number of drop-offs at the reservation stage, especially during the information-filling process.
Descrição da imagem a cima
SOME INPACT
Throughout the process, various artifacts were developed to support design and product decisions.
From the sitemap, which structured the information architecture, to the creation of personas, which helped understand the target audience. Additionally, the project flow, sales analyses, and a heuristic analysis were mapped out, ensuring usability and efficiency in the user experience.
Descrição da imagem a cima
Optimized search for higher conversion
A new intuitive and predictive search bar reduces the time spent searching for vehicles and plans. Smart suggestions and dynamic filters enhance usability, increasing conversion in the rental journey.
Simplified Checkout
The payment flow was redesigned, placing the checkout at the end of the process with minimal data entry. This simplification reduced friction, increased conversion rates, and made the process more accessible for new users.
Quick access and smart navigation
The new logged-in user flow provides fast access to crucial information and essential settings. Improved information hierarchy and optimized navigation ensure a more efficient experience.
Seamless experience and connection with young audience
The new app provides an integrated journey tailored to the expectations of a digital-first audience. The connection between Web and App ensures consistency and strengthens Movida’s omnichannel positioning.
Last but not least
learnings
We explored metrics from tools like Google Analytics, Hotjar, and Lookback and identified a high number of drop-offs at the reservation stage, especially during the information-filling process.
1.
Intuitive interfaces significantly improved the user experience.
3.
Adaptable systems will meet future demands.
2.
Integration between teams ensured balance and functionality.
4.
User feedback guided decisions aligned with real needs.
PORTAL SESC
Well-being & social development
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