VW FT. EUROPCAR
Mobility · UX DesignDefining a loyalty experience for everyday mobility.
I explored how a loyalty programme could support customer retention in the Europcar Mobility App, translating research into three journey proposals and wireframes.
UX Designer
2 months
Figma
Mobility
01 · CONTEXT + PROBLEM
The Europcar Mobility App helps customers book cars and vans, manage rentals and access offers from their phone.
The project explored a loyalty programme within the app. The business goal was to build longer-term customer relationships, support retention and reduce dependency on online rental intermediaries.
My role focused on research and UX definition: benchmarking, information architecture, journey exploration and wireframes.
The challenge was to connect loyalty benefits with the rental journey in a way customers could understand and use.
02 · research + strategic reframe
Understanding how loyalty creates value
I reviewed the market, competitor programmes and loyalty patterns to understand how benefits were presented and connected to customer activity. This helped frame opportunities for the programme within the existing mobility experience.
Design direction: connect programme value, customer activity and the wider rental experience.
RETENTION
Give customers reasons to return.
PROGRAMME VALUE
Make benefits understandable.
JOURNEY FIT
Connect loyalty with the app experience.
EXPLORATION
Compare possible programme structures.
03 · DEFINING THE LOYALTY EXPERIENCE
From market research to 3 journey proposals
I used the research to explore different programme structures, benefits and touch points. Three information architecture proposals made the alternatives tangible before moving into wireframes.
Three possible structures
Information architecture proposals map the programme flows and organise their key touchpoints.
Making the journeys tangible
Wireframes explore how the proposed flows could be experienced within the app.
04 · Outcome
A foundation for the next design phase
This phase produced a research-informed direction for the loyalty programme, three information architecture proposals and supporting wireframes. The work gave the team concrete alternatives to compare before progressing into detailed design.
