Flexible Search

Spring 2024 (on hold)

I reimagined Zipcar’s non-member search to support flexible, low-intent browsing—surfacing vehicle locations even when availability was limited. Drawing on research from FullStory and Maze, I simplified search inputs, improved map-list interactions, and advocated for showing value early in the funnel. The work addressed a major drop-off point on the homepage and laid the foundation for higher presale conversion.

Context & challenge

Zipcar’s homepage search experience was creating friction for non-members, with only 12% of users completing a search. Most visitors were browsing to see Zipcar locations and availability without a specific trip in mind. The search bar required precise inputs for location, time, and date—leading to drop-off and misperceptions about service availability. Improving flexibility and discoverability in search became a key opportunity to boost conversion and better communicate Zipcar’s value.

My role & impact

Driving clarity, strategic vision, and search discovery

Framed the Opportunity

I translated conversion challenges into a clear UX strategy—simplifying search, surfacing Zipcar’s value, and reducing friction for low-intent, browsing users.

Led Experience Design

I defined a flexible, scalable search experience, including how planned updates could fold into the member experience. I also balanced user needs with business constraints around fraud and data privacy.

Aligned Cross-Functional Teams

Through workshops, design reviews, and technical collaboration, I built alignment across design, product, and engineering to move the vision forward.

Delivered a Tested Solution

I led prototyping and usability testing, producing a validated, implementation-ready design that set the foundation for improving presale conversion.

Solution

I redesigned the search experience to support casual, low-intent browsing by allowing users to explore Zipcar locations without entering specific dates, times, or addresses. The new design surfaces nearby neighborhoods and cars booked at that moment, which wouldn’t show in search results. This approach reduces friction, corrects misperceptions, and encourages deeper engagement from prospective members.