January 2014 - August 2014
- Lead UX Designer
- Prototyping (HTML/CSS)
- Sketch work
- Responsive Web
the ask: Transform Rent-A-Center's brand perception and online experience to that of a Strong Compassionate Provider to their customers and incorporate an e-commerce solution that works in the rent-to-own space.
RAC is undergoing organizational change and is in the process of transitioning from a brick-and-mortar store concept to a fully-fledged online retailer. The project had a lot of ambiguities associated with it, which resulted in a frequently changing scope.
I led the UX Design effort on this transition and worked on the project from its inception (pursuit phase) to build and support phase.
The major endeavors of this project were:
- Repositioning Rent-A-Center as a trustworthy and reassuring brand
- Building out a taxonomy and information architecture that was flexible and scalable to handle future growth
- Designing an e-commerce experience catering to a rent-to-own business model
We followed an agile and very collaborative process for this project. At the beginning of the project, we had already created a visual style guide that was going to be used for the website. With the styling already and components (using Foundation and Middleman) already in place, we would often transition directly from sketch to code. For more complex interactions such as designing a complex form flow, I would use Omnigraffle and even Google forms to capture input types and error messaging. As the project moved into the build phase, I tweaking a lot of the UX within the prototype itself as it served as a better tool to convey our ideas to the offshore development team.
Because of the rent-to-own nature of the website, I did create intricate useflows to account for all the various use cases that could be encountered on the site as well as to make sure we were compliant with business rules.
IA and Taxonomy
My first task on the project was to perform a content audit of the current RAC website and catalog all of the different types of content that were currently existing. I also performed a review on the site analytics in order to get a preliminary gauge of user behaviour on the website.
Content Audit + Site Analytics + Lots of Client Conversations + Our Design Vision = IA and Taxonomy
Renting an item at Rent-A-Center is a complex process requiring users to go through a lengthy and involved pre-approval process before they can start renting. Pre-approval requires users to provide sensitive information such as employment and residential information. Providing this information online requires the user to trust Rent-A-Center in handling this information. Trust in RAC is established by not asking for any unnecessary information and being transparent about our asks.
Redesigned the form to be a two-step process comprising of a basic contact information that users can quickly fill out + a more detailed form in order to get pre-approved. I worked with the client stakeholders to simplify the form and cut it down to minimize any extraneous information.
The goal of these steps was to mitigate problems surrounding high abandonment rates and low conversions.
The project is currently on hold as RAC works on other pressing matters within their organization.
To get a more in depth view of the work I did, please refer to the UX Booklet for more information.