Sunbelt Rentals
App Experience
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UX/UI DESIGN
USER FLOW
AUDIENCE RESEARCH
WIREFRAMES
PROTOTYPING
Publicis Sapient x
Sunbelt Rentals
2021
TOOLS USED
FIGMA
MIRO
ROLE + TEAM
UX DESIGNER
(PUBLICIS SAPIENT)
Project Overview
Sunbelt Rentals partnered with Publicis Sapient on a digital business transformation to debut the first iteration of their mobile application. The goal was to evolve their existing web experience into a modern, mobile-first product that made equipment rental easier, faster, and more intuitive for both new and returning customers.
The initiative focused on creating a digestible, end-to-end shopping experience—from discovery to reservation—while modernizing the brand’s digital presence to better resonate with their target audience, which includes anyone from a professional contractor to a DIY renovator.
The Problem
Sunbelt’s existing digital experience presented several challenges:
The rental process was complex and difficult to navigate on mobile
Key actions like pickup, reservation, and cart review lacked clarity
Content-heavy pages felt overwhelming for users trying to complete tasks quickly
The experience did not fully support users who needed to reserve equipment efficiently while on the go
Users needed a streamlined, intuitive mobile experience that supported real-world workflows, especially for time-sensitive rentals.
The Solution
We designed a mobile-first, end-to-end in-app experience that simplified discovery, navigation, and reservation. The solution focused on clarity, modular design, and task-based flows. My primary ownership included:
Designing the in-app experience from Home to Cart
Tool navigation and category exploration
Location discovery
Account and cart experiences
Pickup experience within the reservation flow
All designs were created in Figma, prototyped for testing, and iterated based on continuous user feedback.
Our Goals
Simplify the equipment rental process on mobile
Reduce friction and decision fatigue during reservation and pickup
Create a cohesive, intuitive end-to-end experience that supports users in real-world scenarios
Key Insights
Shoppers are task-oriented, not exploratory
Many users accessed the app while on job sites, in vehicles, or between meetings. This required an interface that minimized cognitive load and supported one-handed use.
Pickup logistics are a major source of anxiety
Users wanted immediate confirmation that their reservation was complete.
Audience Analysis
To ensure the mobile experience aligned with real user needs, we conducted an audience analysis in collaboration with researchers, designers, and stakeholders. Our approach focused on understanding how customers interact with Sunbelt Rentals in time-sensitive, task-driven environments.
Reviewing existing user research and behavioral insights
Mapping end-to-end rental journeys for both pickup and delivery
Observing how users navigated dense content on mobile devices
Shopper Persona
Jordan Alvarez
Pain Points
Complicated rental steps
Unclear pickup details
Difficulty navigating dense content on mobile
Goals
Quickly find and reserve equipment
Ensure availability at the right location
Minimize downtime between job sites
Behavior
Often rents equipment on short notice
Uses mobile devices while on-site
Values clarity, speed, and confirmation
PROBLEM
Jordan needs to reserve equipment quickly and ensure it’s ready for pickup without delays.
HIGH LEVEL JOURNEY
User Flow
ACTION
Uses the Sunbelt Rentals app to manage the reservation end-to-end.
EXPERIENCE
Chooses In-Store Pickup or Delivery
Selects a Pickup Location
Chooses Pickup Date and Time
Reviews Cart and Order Details
Confirms Reservation
Receives Success Confirmation
OUTCOME
Jordan completes the process confidently, knowing exactly where and when to pick up equipment.
Flow 1:
Pickup, Reservation & Cart Experience
This flow focuses on removing friction from the most critical moment in the rental journey.
The result is a transparent, confidence-building reservation flow that reduces errors and uncertainty.
Flow 2:
End-to-End In-App Experience Prototype
This flow demonstrates the full in-app journey—from landing on the Home Screen to navigating tools, managing account details, and completing a reservation. The prototype was used to:
Test content hierarchy and component clarity
Gather user feedback on task completion and ease of use
Validate navigation patterns
Insights from testing directly informed iterative design improvements.
Reflection & Conclusion
This project highlighted the importance of designing for real-world urgency and efficiency. By grounding every design decision in user feedback, we transformed a complex rental process into a streamlined mobile experience that empowers users to act quickly and confidently.
Introducing subtle, task-based progress indicators and clear success states added a light, almost gamified sense of momentum—helping users feel guided rather than overwhelmed. Even in high-pressure or time-sensitive situations, the experience reinforced trust, clarity, and control.
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This work reinforced my belief that great UX isn’t about adding complexity—it’s about removing friction, respecting users’ time, and designing with empathy for how products are actually used.