DriveTo
Challenge: The original customer booking workflow required nine complex steps, leading to massive mid-funnel drop-off on mobile devices.
The Situation
DriveTo is an innovative digital platform offering flexible car subscription and rental services in major Canadian metropolitan areas.
What We Uncovered
Users do not want to fill out vehicle preference forms; they want to see the car, understand the monthly price with insurance included, and lock in the date.
The Design Decision
Redesigned the booking UX from the ground up, consolidating vehicle selection, insurance tier selection, and ID verification into four intuitive screens.
Implementation Across Touchpoints
Built a complete Figma design system with reusable atomic components, interactive modals, and clear validation states.
Collaborated directly with the React engineering team, delivering interactive prototypes and CSS variable tokens for pixel-perfect implementation.
The Results
Booking completion rate improved by 35%; customer onboarding time dropped from 12 minutes to under 4 minutes on smartphones.
The Core Takeaway
Great product design is usually about what you remove rather than what you add.