Type

Product Design / Case Study

Product Design

UX/UI Lead

Year

2025/26

rent-a-unit

Rent-A-Unit is a sanitation rental provider serving the Greater New York area. The company offers portable restroom solutions across two distinct markets:
• Construction sites • High-end event clients

🔗 Test Site

The Problem

The existing website functioned as a linear lead-generation tool rather than a structured digital ordering system. Users browsed basic product categories, clicked units with minimal specifications, and submitted contact forms—then waited for manual follow-ups and offline quotes.

THE ASK

Modernize the visual design and evolve the platform into a structured ecommerce-style rental experience—while serving two distinct markets with fundamentally different needs:

Construction: B2B Quoting Flow

Long-term rentals, bulk orders, custom pricing negotiations, and ongoing service contracts.

Events: Direct Rental Flow

Short-term rentals, transparent pricing, guided product selection with minimal need for customer support, and immediate checkout.

The Process

Discovery
- Business Process
- Mapping
- Stakeholder Alignment
- Understanding Event vs Construction user needs

RESEARCH
- Legacy Site Audit
- Competitor Benchmarking
- User Behavior Gaps
- Identifying confusion between Events vs Construction

STRATEGY
- Dual-Path Architecture
- Direct Rental Flow vs Quote-Based Flow
- Speed for Contractors, Detail for Event Planners
- Clear Ecommerce-like Experience with Operational Logic

PROTOTYPE & SYSTEM DESIGN
- Site Mapping
- Information Architecture
- High Fidelity Screens
- Branding & Visual Direction
- Conversion-Focused Copy
- CMS Structuring for Scalability

The solution

I designed a scalable dual-path platform structured around five strategic pillars:

1. Clear Segmentation with Brand Cohesion
Architected a distinct yet unified experience for Construction and Events—separating user intent, complexity, and purchasing behavior while maintaining a cohesive visual and navigational system.

2. Guided Selection with Reduced Dependency
Designed the browsing experience to support confident, independent decision-making through comparison tools, contextual education, and progressive clarity—minimizing reliance on customer support.

3. Embedded Operational Intelligence
Integrated a live calculator and rental logic layer to translate operational requirements into user-facing guidance, aligning quantity estimation, add-ons, availability, and pricing in real time.

4. Structured Product Architecture
Reframed product pages to balance depth and clarity—clear specifications, defined inclusions, contextual upsells, and scannable hierarchy without cognitive overload.

5. Unified Cart, Dual Outcomes
Built a single cart framework that adapts to user intent: Construction flows into a structured quote request; Events flows into direct checkout—both capturing clean, actionable data for operations.

THE BUSINESS
ENGINE

The solution didn't just improve the user experience—it transformed the client's entire operation. I designed a complex CMS that serves as their central operating machine.