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Redefining Car Hire

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Redefining Car Hire

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Redefining Car Hire

About the project

Zenith approached the team at IMA to improve the performance of their core product, Zenos—a platform designed to enable company employers to select and customize company cars. The original product had not been updated or enhanced for approximately 15 years, resulting in frequent user complaints and significant limitations in functionality. Our goal was to address these issues and deliver a modern, user-friendly solution that aligned with current business needs and user expectations.

Our focus was on modernizing the quote-to-order journey by making it user-friendly, accessible, and aligned with WCAG 2.1 standards. We prioritized introducing self-serve options, improving conversion rates from cash to car, and encouraging EV adoption through education and guidance. The existing platform presented challenges, including an outdated "portal" design, an overwhelming amount of information displayed upfront, and a lack of best-practice UX/UI, all of which hindered usability.

About the project

Zenith approached the team at IMA to improve the performance of their core product, Zenos—a platform designed to enable company employers to select and customize company cars. The original product had not been updated or enhanced for approximately 15 years, resulting in frequent user complaints and significant limitations in functionality. Our goal was to address these issues and deliver a modern, user-friendly solution that aligned with current business needs and user expectations.

Our focus was on modernizing the quote-to-order journey by making it user-friendly, accessible, and aligned with WCAG 2.1 standards. We prioritized introducing self-serve options, improving conversion rates from cash to car, and encouraging EV adoption through education and guidance. The existing platform presented challenges, including an outdated "portal" design, an overwhelming amount of information displayed upfront, and a lack of best-practice UX/UI, all of which hindered usability.

Reviewing the current product

After assessing the project scope and deliverables, we gained access to the live product to conduct an in-depth evaluation. This review allowed us to analyse the current user experience, uncover pain points, and identify areas where the design and functionality were likely causing frustration or inefficiencies. By taking a hands-on approach, we were able to establish a clear understanding of the existing challenges and opportunities for improvement.

Reviewing the current product

After assessing the project scope and deliverables, we gained access to the live product to conduct an in-depth evaluation. This review allowed us to analyse the current user experience, uncover pain points, and identify areas where the design and functionality were likely causing frustration or inefficiencies. By taking a hands-on approach, we were able to establish a clear understanding of the existing challenges and opportunities for improvement.

Highlighting potential usabilty issues

From a UI perspective, our initial evaluation of the product highlighted a design that felt outdated and failed to align with contemporary design standards and user expectations. The visual elements, including layout, typography, and overall aesthetic, lacked cohesion and modernity, which diminished the product's credibility and appeal.

Usability testing revealed that 67% of users encountered significant challenges navigating the original platform, frequently citing unclear pathways to essential features such as car selection and policy adjustments. From a UX perspective, these findings underscored critical usability issues that hindered efficient navigation, often resulting in delayed task completion or an inability to complete tasks altogether.

Highlighting potential usabilty issues

From a UI perspective, our initial evaluation of the product highlighted a design that felt outdated and failed to align with contemporary design standards and user expectations. The visual elements, including layout, typography, and overall aesthetic, lacked cohesion and modernity, which diminished the product's credibility and appeal.

Usability testing revealed that 67% of users encountered significant challenges navigating the original platform, frequently citing unclear pathways to essential features such as car selection and policy adjustments. From a UX perspective, these findings underscored critical usability issues that hindered efficient navigation, often resulting in delayed task completion or an inability to complete tasks altogether.

Highlighting potential usabilty issues

From a UI perspective, our initial evaluation of the product highlighted a design that felt outdated and failed to align with contemporary design standards and user expectations. The visual elements, including layout, typography, and overall aesthetic, lacked cohesion and modernity, which diminished the product's credibility and appeal.

Usability testing revealed that 67% of users encountered significant challenges navigating the original platform, frequently citing unclear pathways to essential features such as car selection and policy adjustments. From a UX perspective, these findings underscored critical usability issues that hindered efficient navigation, often resulting in delayed task completion or an inability to complete tasks altogether.

Client workshop

Building on our findings, we proposed organising a client workshop to provide a detailed overview of the usability challenges identified and collaboratively shape a clear project roadmap. The primary goals of the workshop were to align with stakeholders on the scope of the project, prioritise key features, and ensure a shared understanding of user pain points.

During the session, we planned to emphasise critical areas for improvement, including accessibility concerns, inefficiencies in user flows, and specific blockers that were preventing users from successfully completing their tasks. This collaborative approach was intended to create a focused, actionable strategy for addressing these issues and delivering a more seamless user experience.

Client workshop

Building on our findings, we proposed organising a client workshop to provide a detailed overview of the usability challenges identified and collaboratively shape a clear project roadmap. The primary goals of the workshop were to align with stakeholders on the scope of the project, prioritise key features, and ensure a shared understanding of user pain points.

During the session, we planned to emphasise critical areas for improvement, including accessibility concerns, inefficiencies in user flows, and specific blockers that were preventing users from successfully completing their tasks. This collaborative approach was intended to create a focused, actionable strategy for addressing these issues and delivering a more seamless user experience.

Client workshop

Building on our findings, we proposed organising a client workshop to provide a detailed overview of the usability challenges identified and collaboratively shape a clear project roadmap. The primary goals of the workshop were to align with stakeholders on the scope of the project, prioritise key features, and ensure a shared understanding of user pain points.

During the session, we planned to emphasise critical areas for improvement, including accessibility concerns, inefficiencies in user flows, and specific blockers that were preventing users from successfully completing their tasks. This collaborative approach was intended to create a focused, actionable strategy for addressing these issues and delivering a more seamless user experience.

Workshop feedback

Designs were limited to desktop-only compatibility. The development environment was highly restrictive and could not be modified, requiring us to operate within a tightly constrained design framework. The project focused on two primary user journeys: car selection and account management.

Workshop feedback

Designs were limited to desktop-only compatibility. The development environment was highly restrictive and could not be modified, requiring us to operate within a tightly constrained design framework. The project focused on two primary user journeys: car selection and account management.

Workshop feedback

Designs were limited to desktop-only compatibility. The development environment was highly restrictive and could not be modified, requiring us to operate within a tightly constrained design framework. The project focused on two primary user journeys: car selection and account management.

Second client workshop

Building on the insights gained from the previous workshop and guided by our newly established roadmap, we aimed to present a bold, user-centered vision for the Zenos product. This vision included a revamped sitemap and a refined brand direction, both designed to address key pain points identified in usability tests and feedback sessions.

Our initial UX audit identified that 67% of users struggled to navigate the original platform, primarily due to unclear pathways to critical features such as car selection and policy adjustments. These usability issues highlighted significant barriers to task completion and overall user satisfaction. To address these challenges, we redesigned the sitemap, focusing on streamlining navigation and reducing cognitive load. This updated structure ensures that users can effortlessly locate and interact with essential features, creating a more intuitive and efficient experience.

Second client workshop

Building on the insights gained from the previous workshop and guided by our newly established roadmap, we aimed to present a bold, user-centered vision for the Zenos product. This vision included a revamped sitemap and a refined brand direction, both designed to address key pain points identified in usability tests and feedback sessions.

Our initial UX audit identified that 67% of users struggled to navigate the original platform, primarily due to unclear pathways to critical features such as car selection and policy adjustments. These usability issues highlighted significant barriers to task completion and overall user satisfaction. To address these challenges, we redesigned the sitemap, focusing on streamlining navigation and reducing cognitive load. This updated structure ensures that users can effortlessly locate and interact with essential features, creating a more intuitive and efficient experience.

Second client workshop

Building on the insights gained from the previous workshop and guided by our newly established roadmap, we aimed to present a bold, user-centered vision for the Zenos product. This vision included a revamped sitemap and a refined brand direction, both designed to address key pain points identified in usability tests and feedback sessions.

Our initial UX audit identified that 67% of users struggled to navigate the original platform, primarily due to unclear pathways to critical features such as car selection and policy adjustments. These usability issues highlighted significant barriers to task completion and overall user satisfaction. To address these challenges, we redesigned the sitemap, focusing on streamlining navigation and reducing cognitive load. This updated structure ensures that users can effortlessly locate and interact with essential features, creating a more intuitive and efficient experience.

High priority

Prioritize two primary user journeys: Car selection and account management.

Develop persona-targeted content and enhance navigation by eliminating obsolete links.

Increase visibility of car listings on the home page for users navigating from the login page.

Low priority

Enhance prominence of contact methods to improve accessibility and user engagement.

Update service booking links and direct users to our new self-serve booking form.

Simplify content to improve clarity for users across all available touchpoints.

Out of scope

Implement and introduce analytics to gather valuable insights for optimization.

Add new features to the "Manage My Vehicle" area for streamlined user control.

Deliver tailored messaging based on user actions to improve communication.

High priority

Prioritize two primary user journeys: Car selection and account management.

Develop persona-targeted content and enhance navigation by eliminating obsolete links.

Increase visibility of car listings on the home page for users navigating from the login page.

Low priority

Enhance prominence of contact methods to improve accessibility and user engagement.

Update service booking links and direct users to our new self-serve booking form.

Simplify content to improve clarity for users across all available touchpoints.

Out of scope

Implement and introduce analytics to gather valuable insights for optimization.

Add new features to the "Manage My Vehicle" area for streamlined user control.

Deliver tailored messaging based on user actions to improve communication.

Design system

Our goal was to develop a comprehensive UI kit and design system grounded in Brad Frost's Atomic Design methodology. By adhering to this approach, we aimed to create a scalable, modular system composed of foundational design elements—atoms, molecules, organisms, templates, and pages. This structured framework ensures consistency across the product while allowing for flexibility and adaptability as the design evolves.

Design system

Our goal was to develop a comprehensive UI kit and design system grounded in Brad Frost's Atomic Design methodology. By adhering to this approach, we aimed to create a scalable, modular system composed of foundational design elements—atoms, molecules, organisms, templates, and pages. This structured framework ensures consistency across the product while allowing for flexibility and adaptability as the design evolves.

Design system

Our goal was to develop a comprehensive UI kit and design system grounded in Brad Frost's Atomic Design methodology. By adhering to this approach, we aimed to create a scalable, modular system composed of foundational design elements—atoms, molecules, organisms, templates, and pages. This structured framework ensures consistency across the product while allowing for flexibility and adaptability as the design evolves.

UI

The redesign of the Zenith Zenos B2B platform focused on creating a clean, visually appealing, and highly intuitive user experience. Simplicity was our core principle, ensuring users could navigate the system effortlessly while accessing essential information without friction. A spacious layout with well-structured typography enhances readability, while a neutral color palette maintains a professional and distraction-free environment.

Designed for scalability and responsiveness, we future-proofed the platform with adaptability in mind, ensuring a seamless transition when tasked with optimising the design for mobile and tablet. Thoughtful features such as quick comparisons, intuitive filtering, and structured information hierarchy reduce cognitive load, allowing employees to select and modify company cars with ease. The result is a modernised, user-centred platform that enhances efficiency and transparency, balancing aesthetics with functionality.

UI

The redesign of the Zenith Zenos B2B platform focused on creating a clean, visually appealing, and highly intuitive user experience. Simplicity was our core principle, ensuring users could navigate the system effortlessly while accessing essential information without friction. A spacious layout with well-structured typography enhances readability, while a neutral color palette maintains a professional and distraction-free environment.

Designed for scalability and responsiveness, we future-proofed the platform with adaptability in mind, ensuring a seamless transition when tasked with optimising the design for mobile and tablet. Thoughtful features such as quick comparisons, intuitive filtering, and structured information hierarchy reduce cognitive load, allowing employees to select and modify company cars with ease. The result is a modernised, user-centred platform that enhances efficiency and transparency, balancing aesthetics with functionality.

UI

The redesign of the Zenith Zenos B2B platform focused on creating a clean, visually appealing, and highly intuitive user experience. Simplicity was our core principle, ensuring users could navigate the system effortlessly while accessing essential information without friction. A spacious layout with well-structured typography enhances readability, while a neutral color palette maintains a professional and distraction-free environment.

Designed for scalability and responsiveness, we future-proofed the platform with adaptability in mind, ensuring a seamless transition when tasked with optimising the design for mobile and tablet. Thoughtful features such as quick comparisons, intuitive filtering, and structured information hierarchy reduce cognitive load, allowing employees to select and modify company cars with ease. The result is a modernised, user-centred platform that enhances efficiency and transparency, balancing aesthetics with functionality.

Project retrospective

The project was successfully delivered on time and within budget, despite the challenge of an accelerated two-week timeline. While the deadline was met, the condensed timeframe posed significant constraints, particularly in areas of user research and testing. To ensure a user-centered approach, I advocated for additional time to conduct more extensive research and user testing. However, given the project’s constraints, only secondary research was feasible. Ideally, a project of this scale would require months rather than weeks to achieve optimal results.

One of our key recommendations was a tokenized approach, which would have provided a scalable foundation for future Zenith projects. Unfortunately, the tight schedule did not allow for its implementation. Overall, I’m proud to have led this project from its initial stages through to delivery. Despite the limitations, we successfully navigated the challenges and delivered a solution that met the client’s requirements.

Project retrospective

The project was successfully delivered on time and within budget, despite the challenge of an accelerated two-week timeline. While the deadline was met, the condensed timeframe posed significant constraints, particularly in areas of user research and testing. To ensure a user-centered approach, I advocated for additional time to conduct more extensive research and user testing. However, given the project’s constraints, only secondary research was feasible. Ideally, a project of this scale would require months rather than weeks to achieve optimal results.

One of our key recommendations was a tokenized approach, which would have provided a scalable foundation for future Zenith projects. Unfortunately, the tight schedule did not allow for its implementation. Overall, I’m proud to have led this project from its initial stages through to delivery. Despite the limitations, we successfully navigated the challenges and delivered a solution that met the client’s requirements.

Project retrospective

The project was successfully delivered on time and within budget, despite the challenge of an accelerated two-week timeline. While the deadline was met, the condensed timeframe posed significant constraints, particularly in areas of user research and testing. To ensure a user-centered approach, I advocated for additional time to conduct more extensive research and user testing. However, given the project’s constraints, only secondary research was feasible. Ideally, a project of this scale would require months rather than weeks to achieve optimal results.

One of our key recommendations was a tokenized approach, which would have provided a scalable foundation for future Zenith projects. Unfortunately, the tight schedule did not allow for its implementation. Overall, I’m proud to have led this project from its initial stages through to delivery. Despite the limitations, we successfully navigated the challenges and delivered a solution that met the client’s requirements.

Project deliverbales

User Interface

Develop a comprehensive UI kit and desktop page designs, ensuring consistency across the homepage, quote-to-order journey, and in-life driver area.

Replace outdated branding elements (e.g., petals, shadow lines) with modern, clean visuals that align with Zenith’s identity.

Ensure all designs meet WCAG 2.1 Standard accessibility requirements, focusing on visual clarity for all users.

User Experience

Create persona-driven content (e.g., EV education, cash vs. car comparisons) and simplify navigation by removing outdated links.

Restructure the process to prioritize quoting and configuration steps by implementing a vertical flow and eliminating unnecessary pop-ups and user actions.

Combine vehicle details, key dates, documents, and accident management into one unified, user-friendly section.

Performance

Introduce tracking to monitor user behavior, measure EV uptake, and evaluate conversion rates. Use insights for continuous optimization.

Offer fallback options for users still on IE7+ while enhancing overall performance for modern web browsers and improving cross-browser compatibility.

Remove unnecessary landing pages and filters to improve search load times and streamline user interaction.

Project deliverbales

User Interface

Develop a comprehensive UI kit and desktop page designs, ensuring consistency across the homepage, quote-to-order journey, and in-life driver area.

Replace outdated branding elements (e.g., petals, shadow lines) with modern, clean visuals that align with Zenith’s identity.

Ensure all designs meet WCAG 2.1 Standard accessibility requirements, focusing on visual clarity for all users.

User Experience

Create persona-driven content (e.g., EV education, cash vs. car comparisons) and simplify navigation by removing outdated links.

Restructure the process to prioritize quoting and configuration steps by implementing a vertical flow and eliminating unnecessary pop-ups and user actions.

Combine vehicle details, key dates, documents, and accident management into one unified, user-friendly section.

Performance

Introduce tracking to monitor user behavior, measure EV uptake, and evaluate conversion rates. Use insights for continuous optimization.

Offer fallback options for users still on IE7+ while enhancing overall performance for modern web browsers and improving cross-browser compatibility.

Remove unnecessary landing pages and filters to improve search load times and streamline user interaction.

About the project

Zenith approached the team at IMA to improve the performance of their core product, Zenos—a platform designed to enable company employers to select and customize company cars. The original product had not been updated or enhanced for approximately 15 years, resulting in frequent user complaints and significant limitations in functionality. Our goal was to address these issues and deliver a modern, user-friendly solution that aligned with current business needs and user expectations.

Our focus was on modernizing the quote-to-order journey by making it user-friendly, accessible, and aligned with WCAG 2.1 standards. We prioritized introducing self-serve options, improving conversion rates from cash to car, and encouraging EV adoption through education and guidance. The existing platform presented challenges, including an outdated "portal" design, an overwhelming amount of information displayed upfront, and a lack of best-practice UX/UI, all of which hindered usability.

About the project

Zenith approached the team at IMA to improve the performance of their core product, Zenos—a platform designed to enable company employers to select and customize company cars. The original product had not been updated or enhanced for approximately 15 years, resulting in frequent user complaints and significant limitations in functionality. Our goal was to address these issues and deliver a modern, user-friendly solution that aligned with current business needs and user expectations.

Our focus was on modernizing the quote-to-order journey by making it user-friendly, accessible, and aligned with WCAG 2.1 standards. We prioritized introducing self-serve options, improving conversion rates from cash to car, and encouraging EV adoption through education and guidance. The existing platform presented challenges, including an outdated "portal" design, an overwhelming amount of information displayed upfront, and a lack of best-practice UX/UI, all of which hindered usability.

Project deliverbales

User Interface

Develop a comprehensive UI kit and desktop page designs, ensuring consistency across the homepage, quote-to-order journey, and in-life driver area.

Replace outdated branding elements (e.g., petals, shadow lines) with modern, clean visuals that align with Zenith’s identity.

Ensure all designs meet WCAG 2.1 Standard accessibility requirements, focusing on visual clarity for all users.

User Experience

Create persona-driven content (e.g., EV education, cash vs. car comparisons) and simplify navigation by removing outdated links.

Restructure the process to prioritize quoting and configuration steps by implementing a vertical flow and eliminating unnecessary pop-ups and user actions.

Combine vehicle details, key dates, documents, and accident management into one unified, user-friendly section.

Performance

Introduce tracking to monitor user behavior, measure EV uptake, and evaluate conversion rates. Use insights for continuous optimization.

Offer fallback options for users still on IE7+ while enhancing overall performance for modern web browsers and improving cross-browser compatibility.

Remove unnecessary landing pages and filters to improve search load times and streamline user interaction.

Project deliverbales

User Interface

Develop a comprehensive UI kit and desktop page designs, ensuring consistency across the homepage, quote-to-order journey, and in-life driver area.

Replace outdated branding elements (e.g., petals, shadow lines) with modern, clean visuals that align with Zenith’s identity.

Ensure all designs meet WCAG 2.1 Standard accessibility requirements, focusing on visual clarity for all users.

User Experience

Create persona-driven content (e.g., EV education, cash vs. car comparisons) and simplify navigation by removing outdated links.

Restructure the process to prioritize quoting and configuration steps by implementing a vertical flow and eliminating unnecessary pop-ups and user actions.

Combine vehicle details, key dates, documents, and accident management into one unified, user-friendly section.

Performance

Introduce tracking to monitor user behavior, measure EV uptake, and evaluate conversion rates. Use insights for continuous optimization.

Offer fallback options for users still on IE7+ while enhancing overall performance for modern web browsers and improving cross-browser compatibility.

Remove unnecessary landing pages and filters to improve search load times and streamline user interaction.

Reviewing the current product

After assessing the project scope and deliverables, we gained access to the live product to conduct an in-depth evaluation. This review allowed us to analyze the current user experience, uncover pain points, and identify areas where the design and functionality were likely causing frustration or inefficiencies. By taking a hands-on approach, we were able to establish a clear understanding of the existing challenges and opportunities for improvement.

Reviewing the current product

After assessing the project scope and deliverables, we gained access to the live product to conduct an in-depth evaluation. This review allowed us to analyze the current user experience, uncover pain points, and identify areas where the design and functionality were likely causing frustration or inefficiencies. By taking a hands-on approach, we were able to establish a clear understanding of the existing challenges and opportunities for improvement.

High priority

Prioritize two primary user journeys: Car selection and account management.

Develop persona-targeted content and enhance navigation by eliminating obsolete links.

Increase visibility of car listings on the home page for users navigating from the login page.

Low priority

Enhance prominence of contact methods to improve accessibility and user engagement.

Update service booking links and direct users to our new self-serve booking form.

Simplify content to improve clarity for users across all available touchpoints.

Out of scope

Implement and introduce analytics to gather valuable insights for optimization.

Add new features to the "Manage My Vehicle" area for streamlined user control.

Deliver tailored messaging based on user actions to improve communication.

High priority

Prioritize two primary user journeys: Car selection and account management.

Develop persona-targeted content and enhance navigation by eliminating obsolete links.

Increase visibility of car listings on the home page for users navigating from the login page.

Low priority

Enhance prominence of contact methods to improve accessibility and user engagement.

Update service booking links and direct users to our new self-serve booking form.

Simplify content to improve clarity for users across all available touchpoints.

Out of scope

Implement and introduce analytics to gather valuable insights for optimization.

Add new features to the "Manage My Vehicle" area for streamlined user control.

Deliver tailored messaging based on user actions to improve communication.

J.

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J.

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