arrow

Optimizing Europcar’s customer account experience from sign-up to identity verification

Europcar’s customer account experience involved multiple friction points across sign-up, identity verification, and post-account activation, creating drop-offs in a key conversion journey.

I worked on improving the end-to-end account experience by designing new features, optimizing the onboarding flow, and validating decisions through workshops, user testing, and behavioral data.

Three smartphone screens showing app interfaces: left screen prompts selection of a title with options Mr, Mrs, Miss; center screen displays a user privilege program with membership details and current advantages; right screen is a password creation form with requirements and a keyboard.

Objectives

  • Simplifying account creation
  • Reducing friction in identity verification
  • Making the flow clearer and more trustworthy
  • Supporting the addition of new features in a coherent experience
  • Using research and data to prioritize the right improvements
Three smartphones showing an identity verification app with selfie capture, selfie confirmation, and driver's license photo capture screens.

Methodology

  • Leveraged data and user research to identify key friction points
  • Led UX workshops to align product, design, and engineering teams on priorities
  • Designed end-to-end journeys, from wireframes to high-fidelity prototypes
  • Ran user testing and rapid iterations to validate hypotheses and improve conversion
  • Partnered closely with product and engineering teams through to delivery
Flowchart of a mobile app account creation process showing steps for entering personal information, driving licence details, scanning documents, taking selfies, and confirmation screens.
Flowchart of mobile app screens showing a car rental booking process with map navigation, date selection, car details, filters, and login steps connected by purple arrows.
Slides showing a comparison of services from car rental companies Sixt, Avis, Hertz and financial apps Bankin', Evernote, N26, and Max with their logos and brief descriptions.

Results

  • +18% improvement in account creation completion
  • -27% drop-off on key onboarding steps
  • +22% increase in identity verification success rate
  • Reduced errors and retries during document upload
  • Improved activation from account creation to first meaningful action