Rental Car Station

Website Redesign & Optimization

Project Overview

Rental Car Station approached me to redesign their website because their existing one felt outdated and difficult for users to navigate. They also did not have a clear design system, which made the site look inconsistent and hard to maintain. One of their biggest goals was to attract more foreign customers, especially from Western countries, Europe, and China, who are planning trips to Japan. To do that, they needed a website that feels modern, trustworthy, and easy to use for first time visitors.

Project Goal

The main objective was to improve the user experience and make the entire booking process smoother and more intuitive. Since a large portion of their traffic comes from mobile users, we decided to design mobile first. The website also needed to support new branding visuals provided by the client so the entire experience felt more cohesive and updated. Overall, the goal was to build a website that helps travelers quickly understand what the company offers and feel confident renting a car in Japan.

I started by collecting everything I needed from the client, including the full customer journey and how their booking flow works from end to end. This helped me understand what information travelers need at each stage and what details the company requires from users during booking.

How We Created the Solution

From there, I designed the website mobile first to focus on clarity and ease of use. I integrated the new brand visuals the client provided and built a cleaner structure that supports the brand long term. I also suggested new features that were not in the old site, such as Google Maps integration, an optimized booking form, social proof through reviews and galleries, and content localization for foreign travelers. I also recommended making their contact information consistent with the domain to boost credibility and improve their search visibility.

The new design received great feedback from both new and returning customers. The improved UX made browsing much easier and more intuitive, which helped the brand feel more modern and reliable to first time renters visiting Japan.

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