BUSINESS GOAL
My Role
Platform
Readly is an all-in-one marketplace which addresses your requirements for travel by car. Through the app based on your usage, we provide you various options to rent, lease and share car services based on the user needs. The goal was to improve the experience of offering cars as a service and help provide an understanding on the benefits of diversifying your car needs
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We conducted interviews, surveys and online research to develop our understanding of our potential customer base.
20-25% of urban residents in major Swedish cities engage with car-sharing or mobility apps at least once a year.
Active users typically book or use the service about 2–3 times per week.
Around 25–30% of app downloads convert to active bookings, and retention rates over three months tend to hover around 65–70%.
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.
Estimated Growth Rate of 15–20%, fueled by increasing urbanization, environmental policies, and a shift toward sustainable transportation.
The broader car rental and leasing market in Sweden is also significant, with revenues forecasted to reach roughly US$486 million by 2025.
As a result of our research, we gathered three key insights that we used to guide the project:
Car sharing is preferred: Platforms like SnappCar or Turo let private car owners rent out their own vehicles. Car sharing offers a “pay-as-you-go” alternative to car ownership, making driving more affordable, flexible, and resource‑efficient
Bit hesitant towards leasing: Rising living costs have made long‑term commitments less attractive. Leasing providers need more flexible terminations, shorter-duration plans, or “lease-to‑own” hybrids to retain customers
Digital Clarity: Surface all fees upfront, add contextual help for fuel policies, and streamline booking to one or two screens. Basically no hidden fees or packages.
The experience journey map was drafted to get further insight into our goals and analyse what would be a great way to move forward and what features are required to be focused on.
Carefully structured to provide an intuitive user journey, balancing educational content, interactive features, and community engagement.
Early wireframes led to interactive prototypes, which were tested and iterated on. This phase was crucial for refining user flows and interface elements.
Focused on creating a visually appealing and emotionally engaging experience. The design incorporated nature-inspired themes, intuitive icons, and an easy-to-navigate layout.
Special attention was given to making the app accessible to all users, including those with disabilities. Features like screen reader compatibility, color blindness modes, and scalable text were included.
Once onboarded, the renting flow kicks off when the user taps “Rent” on the home screen. They’re prompted to enter or allow location access, then select pickup and drop-off dates and times. A dynamic catalog populates with available vehicles in their area, each card showing transparent all-in-one pricing, mileage limits, and included insurance. Filters let users refine by category, price, or vehicle features (e.g., child seat or GPS), and a real-time map view confirms exact pickup locations. Tapping a vehicle opens a concise detail page where optional add-ons (fuel plans, roadside assistance) can be toggled on or off, with the total cost updating instantly.
After selecting their car and extras, users proceed to verification and payment in a single, frictionless screen. They confirm their license details, review a clear summary of charges (no hidden fees), and choose a payment method—either full upfront or a light authorization hold. A simple “Confirm Booking” button triggers an e-signed rental agreement presented as key highlights rather than legalese. Immediately afterward, an in-app confirmation screen displays pickup instructions and a countdown until reservation begins. Users can unlock the vehicle via the app or visit the designated pickup point, then enjoy a seamless return process at drop-off—snapping photos of the car’s condition and submitting optional feedback before rebooking or closing out their session.
During the leasing flow, users begin by creating a fully authenticated profile-uploading their driver’s license, proof of income or employment, and consenting to a soft credit check via an intuitive, step-by-step wizard.After eligibility is confirmed, they customise their lease by choosing the duration, mileage cap, make, model, and optional packages, with a real-time pricing module showing how each selection affects their monthly payment. Finally, the “My Lease” dashboard lets them manage payments, track mileage, request swaps or upgrades, and at lease-end guides them through renewal, return, or buyout with seamless notifications and support.
Post-launch, our plan is to closely monitor user engagement and app performance. The app quickly gained popularity, evidenced by its download numbers and active user rates. However, our journey didn't stop at launch. We continually collected user feedback, leading to several updates that improved user experience and expanded app functionalities.
Post-launch, we closely monitored user engagement and app performance. The app quickly gained popularity, evidenced by its download numbers and active user rates. However, our journey didn't stop at launch. We continually collected user feedback, leading to several updates that improved user experience and expanded app functionalities.
Segment-based UX supported varied user goals: functional for commuting, exploring, corporate use, and flexible living
Flexible commitments (short leases, subscriptions, and sharing) appeal to cost-conscious markets.
UX clarity—no hidden costs, streamlined flows, elevated trust, and simplification.