Customer needs and expectations are as dynamic as the technology that support them. To compete, products must come to life, adapting in real-time. Rather than designing static brand experiences, Hertz needed to shift its focus to the creation of a design system that is flexible enough to support new content, campaigns, and services while also taking into account a user’s changing needs, intents, and preferences.
Atomized, modular content is the defining feature of the design system we imagined. By making content reusable and recognizable across platforms, we create a system that caters to all customer needs while advancing business goals.
The result is a scalable, action-oriented, user-centered design system that while produced in the context of the core hertz experience platforms (responsive web, internal platforms and native mobile applications) was deliberately designed to reinforce and extend both brand proposition and business value outside those core platforms.