Reservation website B2C Conversion

Simplifying decision-making in bike rental booking across US & EU markets

Role

Product Designer

Team

PM · Engineering · Market

Timeline

Apr - Aug 2025

Platform

RWD website

01 — Old User Experience

Old User Experience

the 1st version launched in early 2024

02 — Goal

Reduce user hesitation and improve booking completion by simplifying plan selection and pricing clarity

03 — Problem Statement

Users struggled to make confident booking decisions due to complex plan structures, unclear pricing, and inconsistent information presentation

The booking experience required users to compare multiple plans, pricing options, and conditions without a clear structure.
This created friction during key decision moments, leading to hesitation and drop-offs—especially for new users unfamiliar with the product.

04 — Challenges

Key product challenges

Simplifying complex plan and pricing structures without losing necessary business flexibility
Establishing clear mental models for users to support confident decision-making during booking
Balancing business requirements with user clarity, ensuring pricing and conditions remain transparent yet easy to understand
Designing a scalable structure that supports multiple cities, plans, and future updates

Here are the features we enhanced in the new version!

Dark Mode · Pricing transparency · Accessory options · Location track · Bike color display · Plan cost · Clear description · Bike stock

05 — Webflow

Webflow - CMS data

Under development resource constraints, I led the collaboration with one engineer to migrate the data source to Webflow CMS as a short-term solution. This allowed the marketing team to update content and launch changes independently — without relying on engineering cycles.