Some of end users’ pain points: no guidance, no hierarchy, slow website, no need phone call, not easy use, no convenience, hidden cost, lack of information before and after booking, not practical price, no sense of security, not predictable, unheard brands, no safety info, can’t trust, no info for type of the car that’s booked, not many choices of payments.

Some of end users’ need: fair price, high value product/service, flexibility for carring multiple luggages, clean and need, transparency of information, quiet, insurance covered, some trip features can be customer, dropdown menu prefer over typing, multiple payment methods.

From then, I will build the UX map – figure out a persona – empathy map – pin the solutions – creating ideation – scenario story board and TA’s journey – Search for what the keywords from persona – Use the keywords to structure the wireframe of the proposing website on the paper as a draft – hand-draw paper prototype – developing live prototype on Adobe XD – go responsive when the main prototype is approval – test by the users (can be focus group to see if there is any improvement needed)- iterate – proposal.