My Title
UI/UX Designer
Website
Hertz
Before
The rental pickup process was the #1 friction point for travelers:
Long lines after exhausting flights
“Skip the counter” only worked for limited cars
First-come-first-served meant delays = poor selection
Confusing lots and single-lane exits caused major backups
Employees bore the brunt of customer frustration
Hertz needed a smarter, less painful pickup experience.
What I did
Led user research to unpack the pain of post-flight rentals
Created the concept of Digital Choice: real-time, class-based vehicle selection
Collaborated with hardware + ops to test remote vehicle access via OBD2
Designed flows for ID pre-validation and contactless gate exit (with CLEAR)
Balanced tech feasibility with human fallback systems for scale
Impact
Hertz Go transformed a high-friction moment into a self-service win, reducing staffing needs, protecting employee morale, and giving customers the control they wanted. It wasn’t the fully automated future we dreamed of, but it was a pragmatic leap forward.
