Hertz Rent-a-Car
Discover, Define, and Design
Background: Hertz Rent-a-Car was struggling to compete against other rental car agencies as well as category-busting brands like Uber and Turo.
The Ask: Fjord and Accenture were asked to analyze the competitive landscape, customer expectations, and best practices to reimagine their brand promise, digital product suite, and customer experience on-site.
Our Approach: The team at Fjord spent eight weeks auditing current in-store and online experiences across various use cases. We also defined user personas and jobs to be done while engaging stakeholders and other partners to understand customer expectations and requirements for new products to adhere to technical and business needs.
Results: 52% revenue increase in first year following launch, and Hertz won several awards for best in class customer care, enabled by more usable customer care technology. The result was 89% increase in response time and 55% reduction in negative customer sentiment.
Design Strategy
Hertz needed a flexible content strategy that could adapt to a fast-paced marketplace and a headless CMS platform on the backend. Despite being ready to re-design and innovate, they had many technical constraints our design team had to consider, including over 400 domains and dozens of platforms.
We created a streamlined information architecture with content-authoring through AEM, and a scalable technical framework, so they could continue to evolve the business with the changing needs of their users.
