Industry
P2P Car Sharing Marketplace
Role
Product Design • iOS • Android • Web
Turo
Defining a new long duration product vertical at Turo
Turo has long embraced the idea of creating an alternative to car ownership. The concept was discussed across many teams, from host and guest groups to leadership, but progress stalled over time due to the lack of a unified vision. For this project, I partnered directly with the head of design to define a clear vision for the future
Full case study available on request
Prototype of the concept
Challenges
The main challenge for this project was to expand Turo’s current thinking
While an analytical case for flexible car ownership (rentals of 31+ days) had already been made, we saw an opportunity to engage the creative side and inspire with a vision of what the future could look like
A duo consisting of myself and the head of design at Turo set out to rapidly prototype and pitch a unified vision for flexible car access and long duration trips. This project was full of ambiguity and set a precedent in how we present vision at Turo
Opportunity
How might we tell a compelling vision for long duration that inspires the company to stand up a new product vertical?
Process
Thriving in ambiguity and distilling years of ideas thoughtfully into our existing journey
Working directly with the senior vice president of design, Brian Beaver, we first started by workshopping to layout the key moments to the experience
Defining key moments
Process
A secondary aspect of this project was seeing how we might invigorate the UI with new aesthetic directions
I defined a few directions that would later inform my higher fidelity designs
Moodboards
Wireframes
Once the SVP of design felt good about the key moments and the moodboard directions I was tasked with wireframing the concept
I created several distinct design options for review, and once we aligned on a direction for the landing page, I moved on to wireframing the full experience
Landing page options
End to end wireframe
Prototyping
After a few rounds of revisions I set out to design the high fidelity prototype
This would serve as the core asset that we would use to present the vision
Prototyping the experience
Presenting
Once the prototype was polished, we set out to package the ideas to present at a company all hands
The challenge now was how to properly frame this as what could be and create a new paradigm for what Turo could offer outside of rentals
Slide deck: All hands presentation
Demo
The prototype paved the way for many new features to come
The prototype visualized many ideas that didn't currently exist at Turo and became a valuable way for teams to center their conversations around a core reference
Prototype of the concept
Outcome
In just one month, we went from idea to concept, inspiring and helping to establish a new product vertical at Turo
Lasting impact of this project also included the creation of a focused guest facing long duration trip team and the many projects inspired by this concept
Multi-month trips aka long duration
Several host- and guest-facing projects were launched, ranging from installment payment options to monthly host supply initiatives.
Monthly duration searches
Searching and browsing enhancements to better surface long duration supply.
TurboBook checkout revamp
The TurboBook onboarding and checkout revamp (see case study)
Vehicle detail page improvements
UI improvement based of of this project went live. Including removal of free-form content and implementing new design system components.
New booking success animation
The new animation direction was inspired by my work on this project. Setting a new standard to delight on the experience.
New design system components
New components were created and informed by the work done on this vision.