The Project

Revolutionizing car rental

NuRent hired outracoisa* to create an app with a simple and enjoyable user journey, prioritizing the experience over other technical and bureaucratic factors.

Our designers created the brand, the app, and a design system full of charming and original elements and interactions that transform a traditionally tedious task (renting a car) into something practical and delightful.

The Challenge

Balancing autonomy and safety

Many people choose not to own a car due to a series of challenges associated with vehicle ownership, such as the high fixed costs related to IPVA (vehicle tax), maintenance, and gasoline, as well as the responsibility and rapid obsolescence of automobiles.

To meet this need for mobility, Uber and taxis emerge as a solution, but they come with their drawbacks, such as wait times and the lack of autonomy in choosing a vehicle, in addition to the discomfort of traveling with strangers.

Alternatives such as rental companies are also available, but they face problems such as bureaucracy during rentals and the possibility of receiving the wrong car, which creates user insecurity. Therefore, both car ownership and app-based rental and transportation options present challenges that harm the end-user experience.

Aware of this market opportunity, NuRent tasked us with finding the balance between autonomy and safety to design a state-of-the-art car rental experience.

The Process

Exploring the road to satisfaction

In our initial research, we saw that user satisfaction is used as a success metric by the car rental industry. To better understand these users needs, we adopted several methodologies, including interviews, desk research, and benchmarking with competitors such as Localiza, Unidas, Movida, Zipper, Turbi, Tuor, Kyte, and Atua.

The analysis was enriched by the creation of personas, such as: Andressa (the executive like the Energizer bunny), Clara (the young woman on vacation), Alfredo (the Kicks fan), and Peter (the foreigner at the airport). The user journeys were mapped into stages such as: consideration, pickup, in-car, return, and post-rental. All of this provided us with a comprehensive view of the customer experience.

To deepen our understanding, we explored user's "Jobs to be Done," which include the search for freedom and independence, convenience and practicality, security, assistance and support, as well as aesthetic pleasure, predictability, and flexibility. From this analysis, we were able to identify solutions that truly meet these needs, such as proactive support, a variety of models available, ease of refueling, and speedy vehicle pickup and drop-off. These insights enabled us to create a more satisfying rental experience aligned with customer expectations.

Visual Identity

"A road that is

simple,

graphic,

proprietary."

The project's visual identity is marked by a simple, graphic approach to a road that is, after all, the framework of the NuRent experience. With a dark background as a base, the color palette prioritizes yellow, black, gray, and white, creating a vibrant contrast that highlights key elements.

The chosen typography, Plus Jacarta Sans, complements this modern, proprietary aesthetic, providing legibility and a contemporary touch. Together, these visual choices convey a sense of clarity and dynamism, aligned with the proposal of providing a unique and memorable experience.

Product Key

The secret lies in the brand itself

From the beginning of the project, we knew that the "enchanting practicality" required in the brief would involve the ability to unlock the car using a cell phone. One of the main problems with traditional rental companies is the bureaucracy that precedes the in-car experience. To position itself as a premium company, NuRent would necessarily need to offer the autonomy to do everything through the app.

With our eyes focused on this functionality, we understood that there was an opportunity to imprint the soul of the product and instill the pleasant flavor of the brand. That's why we used the logo as a widget for locking and unlocking the vehicle. Embracing the paradox, the concept is almost literal: "design the brand to unlock a sensational experience".

The Solution

The car is yours, the problem is mine.

We won't let go of your hand.

Based on the research, we arrived at a value proposition: NuRent helps cosmopolitans move freely, providing an easy, reliable, and enjoyable rental experience.

The solution proposed by outracoisa* involves defining "magic moments" that make the rental experience more memorable, addressing critical points such as service, safety, and responsive support.

User satisfaction is measured through criteria such as cleanliness, convenience, price, and flexibility, reflecting the desires of a cosmopolitan audience accustomed to hiring quality services.

With an app flow that includes steps such as onboarding, personalized reservations, and the in-car experience, NuRent positions itself as a brand that promises to transform car rental in big cities.