Image: Unified web and mobile experience designed to create a more consistent, scalable and seamless rental journey across platforms.
The challenge
Movida’s digital ecosystem had become fragmented across web, mobile and app experiences, creating inconsistencies in navigation, reservation flows and account management.
The challenge was to unify these touchpoints into a more seamless omnichannel experience while supporting business goals such as conversion, retention and consistency.
Improve conversion
Increase retention
Reduce friction
Create consistency
Research findings and pain points
67%
Users felt the journey could be more direct
75%
Checkout felt repetitive
53%
Wanted better support during booking
38%
Dropped off during reservation
38%
Dropped off during reservation
Process
To redesign the experience, I followed a structured product design process combining research, mapping, prototyping and validation to align business goals, technical constraints and user needs.
Discovery
Research
Flows
Prototyping
Validation
Handoff
Image: Key product artifacts created to support research, user flows, information architecture and strategic design decisions.
Solutions
Four strategic redesigns helped unify the Movida experience across reservation, checkout and logged interactions.
01. Smarter search experience
Image: Step-by-step redesign of the reservation search flow, simplifying vehicle discovery through smarter filters and guided interactions.
The problem
Users struggled to start the reservation journey quickly.
What we changed
We redesigned the search engine with guided inputs, dynamic filters and predictive interactions.
Outcome
+25% projected conversion
02. Simplified checkout
Image: Redesigned checkout experience with a simplified payment flow, reduced form complexity and clearer reservation details to improve completion rates.
The problem
The reservation flow required too much information too early.
What we changed
We simplified the checkout flow, reducing friction and reorganizing priorities.
Outcome
+20% recurring customers
03. Logged-in experience
Image: Reimagined logged-in experience to improve account management, reservation visibility and user autonomy through a more scalable and user-centered dashboard.
The problem
Logged users had difficulty accessing reservations and account information.
My ownership
I led the redesign of the logged area experience, creating clearer navigation and a more scalable structure.
What changed
-
Clearer information hierarchy
-
Faster reservation access
-
Simplified profile management
-
Improved navigation
Outcome
304% projected online sales
04. Omnichannel mobile experience
Image: Omnichannel mobile experience designed to simplify the rental journey, from onboarding and vehicle selection to reservation management and checkout across key touchpoints.
The problem
Users experienced inconsistencies between web and app journeys.
What we changed
We redesigned mobile interactions to create a more connected omnichannel experience.
Outcome
84% projected app growth
Impact
Because the product had not yet launched, outcomes are based on internal usability validation, benchmarks and behavioral simulations.
+25%
Projected conversion
+20%
Recurring customers
304%
Projected online sales
84%
Projected app growth
Learnings
Working on a large-scale ecosystem reinforced how consistency across channels directly impacts trust and usability.
It also highlighted the importance of balancing business needs, technical constraints and user expectations within a complex cross-functional environment.
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Ownership
I worked as a Product Designer from the beginning of the initiative within a cross-functional squad, contributing to the redesign of Movida’s digital ecosystem across web and app experiences.
While collaborating across the full journey, I owned the redesign of the logged-in experience, helping create a clearer, more scalable and more user-centered account area.
Focus areas
Discovery
UX Strategy
Flows
Logged Experience