Creating an end-to-end equipment rental experience.
As the premier online marketplace for heavy equipment rentals, DOZR helps hundreds of thousands of contractors find the equipment they need from national and regional rental companies.
Discover how I overhauled DOZR's online rental experience with deep and meaningful equipment configuration, helping customers learn more about the machinery they're looking to rent and propelling them through the checkout process with the confidence they are getting exactly what they need when they need it — all while reducing DOZR's reliance on a human sales team.
Challenge
When renting heavy construction equipment, finding the machine with the right attachments & options for your job is difficult. Customers had to:
- Know exactly what they needed for their job
- Use a plain text field in checkout to manually type in their required configuration
- Wait 24 hours for a human to follow up
This slow and ambiguous process made it tedious for experienced customers to confidently secure the correct equipment, and made it nearly impossible for casual customers like homeowners to know what a specific machine was capable of — much less the ideal configuration for their job — without doing their own research or calling our sales team directly.
As DOZR expands their operation, arming users with the tools to complete transactions online is crucial for scalability. DOZR's current system was resulting in overwhelming call volume and too few self-serve checkouts. Something had to change.
Solution
Inspired by the build & price workflow used by car manufacturers, I designed a fast, intuitive, and comprehensive equipment configurator to replace our antiquated request system. The two major focuses were educating customers about the various attachments and use-cases for our machines, and inspiring confidence in the rental process by removing ambiguity and human error from the process. This innovative configurator is a first in the heavy equipment rental industry, bringing together support content, equipment information and self-serve checkout features into a cohesive purchasing flow far beyond what any of our competitors offer.
Result
A low-scope test version of the design was initially shipped as an A/B experiment, testing out my proposed workflow and entry points. After seeing significant user uptake, we built out a fully-featured version of the configuration workflow which dramatically reduced the volume of configuration-related questions directed toward sales staff and materially increased the ATV (average transaction value) of online checkouts. Thanks to this project, DOZR is shipping the first equipment configuratorexperience in the heavy equipment rental industry.
