SIXT is a leading global mobility services provider renowned for its premium car rental services and innovative approach to transportation solutions. With a rich history dating back to 1912, SIXT has evolved into a prominent brand known for its diverse and high-quality fleet, catering to a wide range of customer needs, from luxury vehicles to practical choices. The company places a strong emphasis on customer satisfaction, technological advancement, and sustainability, positioning itself at the forefront of the ever-evolving mobility industry. Whether it’s car rentals, ride-hailing, or other innovative mobility services, SIXT is dedicated to offering reliable and convenient transportation options to people around the world.

SIXT understands the market conditions and various challenges faced by diverse customers in the car rental industry. They recognize that traditional car ownership and conventional rentals may no longer meet the needs of increasingly diverse customers who desire a more flexible mobility experience. SIXT believes it is essential to innovate and introduce new solutions. SIXT strives to meet the evolving needs of customers in the ever-changing world of mobility and to remain relevant in the competitive car rental industry.

To address these diverse challenges, SIXT aims to launch a program called SIXT+, with the following objectives:

• Introduce Innovative
• Mobility Solutions
• Tackle Car Ownership Issues
• Expand Market Share
• Foster Customer Loyalty
• Diversify Revenue Streams
• Gather Customer Data
• Maintain Relevance in the Mobility Industry

With these goals in mind, I became involved in the SIXT+ project through my friend Bruce, who works at an agency that is a partner of SIXT in supporting the launch and development of the SIXT+ program.

Through workshops, the Sixt team explained everything about the Sixt+ project, starting from what Sixt+ is, the problems it aims to solve, and various requirements. The SIXT team explained the current conditions in the car rental industry, taking into account changes in consumer behavior and developments in mobility technology. They understand that customers are increasingly looking for more flexible, affordable, and convenient mobility solutions. Through the SIXT+ program project, the SIXT team hopes to meet these expectations by providing a better alternative to traditional car ownership or long-term rentals. They aim to introduce a subscription concept that allows customers easy access to vehicles that suit their needs while simplifying the process and reducing the costs associated with vehicle ownership. Thus, this project is expected to help SIXT strengthen its position in the mobility industry and remain relevant in the face of ongoing changes.

SIXT aims to reach various market segments through the SIXT+ program, including:

1. Individuals Needing Flexible Mobility
   People who need access to vehicles but do not want to be tied to long-term car ownership or rigid lease contracts. They can change their vehicles every month according to their needs.
2. On-the-Go Professionals
   Professionals who frequently travel for business or work flexibly can benefit from a car subscription that allows them to have access to vehicles without the need to purchase or lease.
3. Small and Medium-sized Enterprises (SMEs)
   Small and medium-sized businesses can use the SIXT+ program to manage their vehicle fleets more flexibly without committing to car ownership.
4. City Dwellers
   People living in major cities where private car ownership may be less practical or expensive but still require vehicles for specific needs, such as large shopping trips or out-of-town travel.
5. Companies
   The SIXT+ program also offers special options for companies looking for a more flexible and customizable vehicle fleet to meet their business needs.
6. Millennial and Gen Z Generations
   Younger generations who may prefer subscription services over owning physical assets like cars. The SIXT+ program provides options that align with their preferences.

SIXT+ is designed to be a mobility solution accessible to various types of customers with diverse needs and preferences. It offers flexibility and convenience in accessing vehicles without the financial barriers and long-term commitments often associated with car ownership.

In providing the best solution for SIXT through the SIXT+ project, I am implementing a User-Centered Design (UCD) approach. This approach focuses on gaining a deep understanding of the needs, preferences, and experiences of potential users. It ensures that the resulting solutions are continually improved to achieve optimal levels of satisfaction and usage. It enables a positive and effective user experience throughout the customer journey.

Through the workshop process, user research, persona analysis, and problem identification, some key issues that have been my primary focus in the Sixt+ project are as follows:

1. High Initial Costs
   All consumers, without exception, face significant upfront costs when buying a new car, including down payments and sales taxes.
2. Difficulty in Financing
   Obtaining competitive car financing can be complicated and time-consuming, causing consumers to struggle in finding financing options that align with their needs and financial capabilities.
3. Vehicle Depreciation
   All new vehicle owners face the risk of rapid vehicle depreciation, potentially leading to financial losses when attempting to sell the car.
4. Uncertainty of Needs
   Consumers cannot accurately predict their long-term vehicle type and size needs, but conventional car ownership limits them to long-term contracts.
5. Ownership Burden
    Every car owner experiences ownership burdens such as insurance, taxes, and maintenance that they must manage and bear themselves.
6. Maintenance and Repair Costs
   Managing and funding the maintenance and repairs of a personal vehicle can be an unexpected and costly addition for all vehicle owners.
7. Inconvenience in Buying and Selling Cars
   The process of buying and selling cars is often complex, time-consuming, and involves negotiations and administrative handling that burden all consumers.

From all of these core issues, my objective is to meet Sixt’s expectations to achieve the business outcomes they desire and also assist consumers in discovering Sixt+ to align with their needs.

Sometimes, a strong and favorable reputation among customers obliges us to meet their unique phenomena or needs. If we don’t do so promptly, we may be at risk of falling deeper into decline. This is also why Sixt continues to innovate, culminating in the introduction of the Sixt+ program.

In developing the Sixt+ program, I discussed with the Sixt team to establish the right Brand Positioning. This will have a significant impact on the success of this unique program. By considering geography, social conditions, habits, economics, the value we will offer, and other aspects, together with Sixt, we determined the most strategic and promising position for the Sixt+ program brand. With a fleet of luxury cars and various advantages, I am confident that this positioning will succeed.

Using data from market research, competitor analysis, and previous user research, I have successfully gathered a variety of best solutions along with my reasons behind these innovative solutions for the Sixt+ business practice. Some of these solutions include:

1. Reduction of Upfront Costs
   No down payment is required, eliminating the high initial costs associated with buying a car.
2. Elimination of Financing Costs
   Customers don’t need to go through the complex process of car financing and can avoid the interest costs typically associated with vehicle financing.
3. Freedom from Vehicle Depreciation
   Customers don’t have to worry about vehicle depreciation as they only pay a monthly subscription fee.
4. Flexibility in Needs
   Customers can choose vehicles that suit their needs every month, providing flexibility to adjust the type and size of the car.
5. Freedom from Ownership Obligations
   Eliminating ownership obligations such as insurance, taxes, and maintenance typically associated with private car ownership.
6. Inclusion of Maintenance and Repairs
   Necessary maintenance and repairs are included in the subscription fee, eliminating worries and unexpected costs.
7. Streamlining Car Buying and Selling
   Customers don’t need to get involved in the complex process of buying and selling cars; they simply subscribe and can easily switch vehicles.
8. Access to the Latest Vehicles
   Providing access to the latest vehicles in the SIXT fleet, allowing customers to enjoy the latest innovations and technology.
9. Variety of Vehicle Choices
   This solution offers a variety of vehicle types, from sedans to luxury SUVs, allowing customers to choose according to their preferences.
10. Scheduled Vehicle Upgrades
    Customers can choose to upgrade their vehicle every month, keeping the vehicle in line with their preferences and needs.
11. Reduced Investment Risk
    With no down payment and no ownership, this program reduces the investment risk associated with vehicle ownership.
12. Cancellation Anytime
    Customers can cancel their subscription anytime after the minimum period ends, providing greater freedom in decision-making.
13. Fast Provisioning
    A quick vehicle provisioning process allows consumers to have immediate access to their preferred cars.
14. Corporate Rentals
    Companies can also utilize this program to have a more flexible vehicle fleet for their business needs.
15. Customer Support
    SIXT provides reliable and responsive customer service to address customer questions and issues.
16. Additional Services
    This also includes options for additional protection and mileage packages that can be selected based on customer preferences, enhancing customer confidence.
17. Geographic Flexibility
    The program is available in various locations, providing greater mobility access for customers.
18. Protection Packages
    Customers can choose from a range of protection packages that suit their needs, enhancing safety in vehicle usage.
19. Notifications and Regular Maintenance
    This program can provide customers with notifications about necessary maintenance, ensuring the car is always in good condition.

All of the above solutions have been accepted by the Sixt team from among the many solutions I provided. These solutions will have a significant impact and provide a unique value proposition for the Sixt+ program, strengthening Sixt’s image in the mobility industry.

All of these solutions can be complex and have the potential to fail if not presented in the right design solutions. Therefore, once all these ideas and solutions have been fully accepted and supported by the Sixt team, I proceed with the solution design process in several user interface concepts.

To maximize the above solution ideas, I critically thought about the relevant, user-friendly, and useful user interface for customers from various backgrounds. I created an information architecture and conducted card sorting to discover the best patterns for delivering the value of the Sixt+ program. This will serve as a conversion medium for turning the audience into active customers. Therefore, to maximize all the above ideas and solutions, I designed Sixt+ as follows:

1. A strong hero section to convey the message, including unique and solution-oriented offerings and taglines to the audience.
2. Providing comprehensive and useful information to help them easily understand the program.
3. Offering access or the ability for the audience to find luxury car fleets with the detailed information they need, which can pique their interest in using the Sixt+ program.
4. Highlighting the competitive advantages and value offered through this program.
5. Providing guidance to the audience on how they can easily obtain the Sixt+ program.
6. Personalizing content or sections that can attract and offer Sixt+ to business professionals.
7. Showing a comparison between the Sixt+ program and other rental options in the market.
8. Providing contact information for customer service to facilitate quick and easy communication with customer service.

In these points, I implemented them in wireframe sketches to identify the best patterns for creating a user interface that is easily understood. I presented this to the Sixt team to get feedback on the initial design.

Some feedback from the Sixt team included their desire for the audience to be assisted with filtering options when searching for their desired vehicle, such as pickup location, customer budget, and more. This motivated me to actively search for information on the most suitable and useful filter components for customers.

Once the rough wireframe design concept was approved by the Sixt team, I proceeded to create high-fidelity user interfaces. In this regard, I created three user interface concepts that adhere to the existing Sixt brand style. Then, I created an interactive prototype so that the solution can be experienced directly by both the Sixt team and the audience.

From the Sixt team, they chose the second design, where the layout is consolidated into a single, information-dense page with a well-structured and easily understandable format. This will be a good choice for conducting testing to gather feedback from real customers.

Using 50 potential users in the testing process, the results showed that:

1. Some of the displayed information had limited value for them, and some messages were difficult to understand.
2. The “Browse Car” display with filters on the side reduced user speed in finding the car they were looking for.
3. The excessive listing of cars in the “Browse Car” section caused users to miss information below it because they were more focused on viewing the displayed car list. The intended information was not effectively accessible.
4. The comparison points between the Sixt+ program and other rental services were not very effective.
5. Many testing users asked similar and related questions.

I am pleased to receive valuable feedback from users. It provides excellent material for refining the design I created. Some improvement solutions I implemented are as follows:

1. Reviewing the research data to improve content and tailor it as closely as possible to users’ needs to make it more easily understood and effectively convey the message.
2. Creating alternative design patterns for the best layout in the “Browse Car” section.
3. Shortening the list of cars in the “Browse Car” section by displaying only 1 to 2 lines of car listings and adding a “View More” button to see more car listings without blocking other information.
4. Selecting and redefining comparison parameters that are more valuable for Sixt+ and can influence user decisions.
5. Creating an FAQ page that includes frequently asked questions by users. This will help reduce the number of similar questions asked by different users.

These solutions proved to be the best after conducting repeated testing with all testing respondents.

After 6 months of launching the Sixt+ program, some of the impacts of the provided solutions for Sixt are as follows:

1. Sixt has seen a 27% increase in revenue.
2. Sixt has gained more than 2 thousand subscription customers.
3. Sixt’s business has successfully expanded to over 100 countries worldwide.
4. Customer satisfaction has increased by 34%.
5. Sixt’s image has become more renowned, reliable, and trusted in the eyes of the world.

This success and achievement serve as a boost for me to continue providing the best solutions for every business in need of my assistance.