Avis Budget Group identified the need for a global transactional mobile app that would deliver a seamless, reassuring experience for their customers. We joined the project following the initial research phase, which revealed that Budget’s users are often not digital natives. They value clarity, transparency, and reassurance throughout the booking process — particularly when managing price-sensitive decisions.
Understanding the User
Research insights described the typical Budget customer as a “hand holder” — someone who prefers guidance, visible progress, and confirmation at each stage of their journey. This shaped the foundation of our design approach. We translated these findings into clear persona characteristics, defined user pain points, and identified key opportunities for improvement.
Designing for Reassurance
We developed and tested low-fidelity wireframes with user panels, using feedback to inform every design iteration. This process led to a user interface built on simplicity and confidence — a four-stage car hire process that clearly showed where users were in their journey and what steps came next.
A small, animated “car” icon acted as a visual metaphor, giving users a tangible connection to the real-world experience of hiring a car. Prominent, transparent pricing and live spend totals helped maintain trust and control, while flexible navigation allowed users to adjust bookings easily to suit their budget.
Extending the Experience
The app evolved to include a digital wallet with features such as car park finder, damage reporting, and the ability to extend bookings — adding both functionality and value for users.
Testing and Delivery
High-fidelity designs were developed into an interactive prototype using Axure, enabling us to test functionality on-device and present the experience to stakeholders and developers. This accelerated alignment and streamlined the build process.
The final app performed exceptionally well in user testing. Customers reported feeling confident and in control — able to select vehicles, manage extras, and complete transactions with ease. The lively, accessible design language delivered reassurance while maintaining a professional, global standard.
Today, the Avis Budget mobile app is live on both the Apple App Store and Google Play, supporting customers worldwide with a clear, intuitive, and trusted experience.