Avis Car Rental Monthly Rates - Welcome to the first of my monthly series on great web design, where I list the best websites and show you why they are great.
We hired a car from Avis Car Hire in the UK on our recent trip to Iceland and it was a great experience. Their website is the best I've ever used to book rental cars. That doesn't mean much because they were a decade or so in the past.
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The design is beautiful, but don't let that beauty get in the way of a great, useful experience. It actually adds to the experience as I'll show you, but once you try the site yourself you'll probably know what I mean. Visual design is an important part of the design process, but of course not the only part.
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I am currently traveling the world with my wife. We'll be in New Zealand next month, so I'll be browsing the site as if we were renting a car in Auckland (which we are).
While I don't know the rationale behind the design decisions made, I'll definitely look into it and show you why I love it.
You immediately see a beautiful view of mountains and a road, and the words "Unlock World" on it confirm their world brand status or inform you of this fact if you don't know it yet.
Before we go any further, let's examine the text a little more. It's very succinct but doesn't just say something bland like "rent a car". It invites you to explore the world, and Avis is here to help you do that. Not only that, it's also a clever use of the word "unlock", which of course means unlocking your car; your door to the world.
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The image shows a search bar representing vast landscapes of the world. It's a clear call to action and nothing takes most of the attention from it. What are you doing here? Rent a car! Avis put that at the center and I love it.
The search bar is and should be an important factor on this page. There are promotions and offers on the homepage, but they don't distract from search too much, as they're listed below and are visually secondary. It is clear that the user precedes the requests of the various departments in this case. Wonderful
It's as close to web design perfection in every way as I've ever seen it. Yes, I think this is one of the best designs on the internet. Let's see why.
As you can see from the animation above, there are many places to rent a car in Auckland. The good thing about it is that selecting different locations causes the map to move between locations, as the animation shows. It's the type of detail that makes the difference between good and great design. I can instantly see where they are relative to each other without the need to do any extra work.
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Without the animation between the selections, I would have to navigate the map or another map myself to see where they are relative to other locations.
The great thing about this is that the focus is on just picking a date. The entire width of the page is devoted to it, which allows three full months to be displayed. This is great for those traveling for a few weeks in the next few months and those like us who will need the car for much longer. I imagine it covers at least most, if not all situations. Simple but effective.
It's also worth noting that the field next to the location shows your chosen pickup and drop-off dates and times. You can also click on them to change them at any time. My only issue is that they're apparently not clickable so it takes some research to discover that you can change them.
Time picking gets the same treatment, but time doesn't really benefit from the extra space that date picking can provide. Avis conveniently displays opening times for your chosen location; this is a great use of context. I don't have to search for hours that I wouldn't even consider if it wasn't listed on the site. I get information when I need it. Great decision.
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While working with a client, we discovered that dividing the registration form into multiple steps improves the conversion rate. While not exactly the same, the process of booking a car requires more steps, but Avis has broken down the sections into many more steps than with a traditional car booking website.
Date selection focuses on doing just that, reducing distractions and improving usability in the process. I'm sure by doing this they've also improved their conversion rate.
It seems counterintuitive, but you can see how it helps in this case. A huge shape can be daunting. Breaking it down into manageable chunks can be less daunting. Renting a car includes many essential requirements and Avis' approach gently guides you through the process.
Not only does it look great, it's also great to use. As I mentioned earlier this is a great example of how visual design helps usability.
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See how cars are displayed. They all have a consistent style and look, so you can scroll through the list and easily compare cars just by looking at them. Obviously, some work was done to photograph each car in a certain way, or at least the images were arranged in a uniform style. Either way, we take a lot of care and attention to make sure they always look good.
Imagine all the cars are at odd angles or have different lighting. It would definitely be uncomfortable. It reduces the visual complexity of the page as they all face the same direction. Also notice how they point to car information. Therefore, this design flows beautifully from left to right and guides the client in the right direction.
95% of web design is considered typography and most of the impressive use of visual hierarchy is rendered here with great typography.
The use of the Avenir Next font is great, not just specific to this site, but throughout the site. I know Avenir Next well, have worked with it extensively on a previous project, so I know how versatile it can be. As you can see here they used it for headlines and small copy with large font sizes, some set to uppercase and it all looks great. Great selection and well used.
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This excellent use of typography makes it easy to browse the list and compare different features. For example, you can scroll through the list pretty quickly and see the size of each car: small, medium, large, etc. The same can be said for the price. It is very convenient to browse the list and see the price.
Personally, I admire websites that can use one color effectively, and Avis certainly does. To illustrate what I mean with a simple example, let's take a look at what happens when you subtract the color from the size tag:
What happens now is that the feature "mixes" with the color of the car name and disappears a bit as you scroll down the page specifically to find the car you want to select. Although it's the same color as the main call-to-action, you can see that it's also a good use of color. Nothing distracts from the call-to-action buttons on this page. When you choose a car, it's immediately clear what you need to click on to take you to the next step.
The only weird thing about this page is that when you click on the car picture it scrolls to the right and hides the information. I don't see any benefit. It seems pointless, but it's not an interaction you should use, so you can ignore it, and I won't dwell on it.
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If you click/tap the car details link, you will get more information about the car and the information will be loaded in full screen view throughout the page. It doesn't load another page, as pressing back will immediately return you to the car list view.
The car details screen gives you more information about the rental car in a beautiful full screen layout. You could argue that the red background distracts attention too much from the main call-to-action, but that's something we can only figure out through testing. It sure looks good, that's for sure.
I will stop here because it is the main experience of this site. Of course, the steps to complete the purchase are also important, but I feel there is a lot to learn at this point.
As you know, mobile devices are an extremely important part of web design. same customer
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