Product DesignUX ResearchUI Design

Cartio

Simplified the rent/lease decision flow, which reduced booking drop-offs and increased sign-up completions.

Role

Product Designer

Timeline

October 2024 – February 2025

Tools

Figma, FigJam, Maze, Framer

20%

Retention lift — target set with the PM

2 → 1

Rent and lease unified into one comparison flow

SEK 4.6B

Sweden rental + leasing market by 2025 (opportunity)

2.1 → 2.4%

Projected user penetration, 2024 → 2029

The core problem

The Cartio app across three phones — trip map, vehicle selection, and the in-app assistant

The goal was to make accessing a car as a service feel simple, and to show why having more than one way to get a car matters in the Nordic market. We set out to lift customer retention by around 20% while supporting overall growth, by matching the car service to what each person actually needed.

I ran the process around interviews and stayed aligned with the project managers and developers on direction. My job was to make the case for the approach and back it with reasoning that balanced user needs against the metrics.

RentingLeasing

Why Cartio — high market potential

North Star

A first-time user trusts Crumbs with recurring money because nothing on screen makes them hesitate.

20-25% of urban residents in major Swedish cities engage with car-sharing or mobility apps at least once a year.
User penetration is approximately 2.1% in 2024 and is projected to rise to about 2.4% by 2029—translating to an estimated 260,000 active users.
The broader car rental and leasing market in Sweden is also significant, with revenues forecasted to reach roughly SEK 4.6 billion by 2025.

Key Insights

Renting wins

A flexible, affordable alternative to car ownership.

Leasing hesitation

Shorter terms and flexible exits can reduce commitment anxiety.

Digital clarity

Show fees, fuel policies and the booking path upfront.

My Process

Cartio’s user journey was mapped around one core question: how can someone choose the right way to access a car without committing before they understand the trade-off?

Cartio’s user journey

The journey begins with a practical mobility need — a commute, a weekend trip, or a longer period of access — rather than a preference for renting or leasing.

Instead of forcing users to choose between two separate products, Cartio keeps both options visible and lets duration, cost, and commitment guide the decision together.

Experience journey map for the rent-versus-lease decision flow

Key Design Decisions

Decisions & Trade-offs

Every choice bought something and cost something.

Renting a home is a high-stakes, low-frequency decision. Each row is one deliberate trade — the move, what it cost, and why it was worth paying.

DecisionWhat it costWhy it was worth it

Lead with the rent-or-lease decision

Undecided users meet a choice before they can browse.

Intent is captured up front, so every later screen is tailored — fewer dead-end paths.

Reveal cost step by step

More screens sit between intent and checkout.

Sticker shock drops and completion holds; the next number is always in view.

Reusable applicant profile

Secure storage and consent for sensitive data.

One profile unlocks any listing — repeat applications go from minutes to a single tap.

Check eligibility inline

Leans on third-party APIs with uneven latency.

Users self-qualify before applying, cutting rejected applications downstream.

Book now, verify later

Applications sit incomplete longer, needing nudges.

Momentum is kept at the moment of intent; verification becomes a follow-up, not a wall.

F01

Sustainability, folded into the trip

Problem

Green features usually live in a tab nobody opens, so eco-driving stays an afterthought instead of shaping the trip.

Decision

Carbon, charging and Green Credits sit inside the live trip and vehicle views — footprint tracked as you drive, charging found in a tap, and credits earned for every eco-mile.

Tradeoff

More on the trip and vehicle screens to keep legible, and a rewards economy to maintain behind Green Credits.

Outcome

Target: eco-driving becomes the default path, not a setting people have to go looking for.

F02

Pricing you can trust

Problem

Payment is where rental flows lose people — a single moment of doubt about the total reads as a hidden fee and turns into a drop-off.

Decision

Pricing, billing terms and confirmation are cleanly separated: a live cost breakdown, protection and add-ons chosen explicitly, and a running total that stays legible at every step.

Tradeoff

More steps between choosing a car and paying, in exchange for a total the user always understands and controls.

Outcome

Target: fewer checkout drop-offs, with the final price never a surprise.

F03

A guided rent-or-lease choice

Problem

Renting versus leasing is the hardest call a new user makes, and a bare side-by-side comparison offloads all of that decision fatigue onto them.

Decision

A short guided questionnaire reads usage and priorities, then recommends renting or leasing with a clear match score and the exact reasons why — a decision made with the user, not dropped on them.

Tradeoff

A recommendation lands before the user has weighed both options themselves, so every result shows its reasoning and a one-tap way to compare.

Outcome

Target: less decision fatigue at the first big choice, and more confident bookings.

Next project

Zonepulse

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Zonepulse

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Zonepulse

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