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Kinto Deep Dive

The flexible car subscription that works smarter. Lease the right car, at the right time.
Kinto Deep Dive

The flexible car subscription that works smarter. Lease the right car, at the right time.
Kinto Deep Dive

The flexible car subscription that works smarter. Lease the right car, at the right time.
Client
Kinto Flex/Share
Timeline
1 Year
Services
App Design, Consultancy & Design System
View Live App
Kinto-Mobility Website
iOS App
Google Play App
Building a smart mobility subscription service offering flexible car rentals
Building a smart mobility subscription service offering flexible car rentals
Designed an end-to-end B2C car leasing platform with monthly payments and an all-in-one package (insurance, breakdown, MOT, servicing). Also created a B2B dashboard to manage requests, approved/pending users, leased cars, and modifications.
PROBLEM
Buying a car comes with a lot of baggage, making it difficult to manage. Not to mention all the financial stresses also
PROBLEM
Buying a car comes with a lot of baggage, making it difficult to manage. Not to mention all the financial stresses also
PROBLEM
Buying a car comes with a lot of baggage, making it difficult to manage. Not to mention all the financial stresses also
SOLUTION
Clients wanted the benefits of car ownership without the hassle of buying and maintaining a car.
SOLUTION
Clients wanted the benefits of car ownership without the hassle of buying and maintaining a car.
SOLUTION
Clients wanted the benefits of car ownership without the hassle of buying and maintaining a car.
RESULT
A simplified e-commerce site where users can pay monthly and choose ride-sharing as an alternative.
RESULT
A simplified e-commerce site where users can pay monthly and choose ride-sharing as an alternative.
RESULT
A simplified e-commerce site where users can pay monthly and choose ride-sharing as an alternative.
Delivered the platform end-to-end as two fully functional, user-ready products.
Delivered the platform end-to-end as two fully functional, user-ready products.
RESEARCH
RESEARCH
User interviews, competitive analysis, heuristic audit
User interviews, competitive analysis, heuristic audit
DISCOVERY
DISCOVERY
User journeys, speaking to internal dealerships, analysing Analytics information
User journeys, speaking to internal dealerships, analysing Analytics information
DESIGN & PROTOTYPING
DESIGN & PROTOTYPING
Designs using consistent design system, high-fidelity prototypes
Designs using consistent design system, high-fidelity prototypes
TESTING - REFINE
TESTING & HANDOVER
Working with devs, refining the product, watching data on engagement
Working with devs, refining the product, watching data on engagement
Research
Research
Before working on Pipster, I captured the business objectives and conducted multiple research methods to gain a deep understanding of the users I was designing the product for.
Customer Interviews  
Persona                 
Market Analysis 
Customer Interviews  
Market Analysis 
Quantitative Surveys


User Journeys


Competitive Analysis
Surveys


User Journeys


Competitive Analysis
Below is a copy of the competitive analysis deck which shows the key insights from top competitors
Auditing the existing experience
Auditing the existing experience
Since KINTO was an existing product, I had access to extensive data. I was able to capture the full onboarding journey, identify experience issues, and validate them using analytics and Hotjar insights. This was key as it helped identify which problems the users are having.
Understanding the user
Understanding the user
Created sets of personas to understand the different user types of KINTO and how they can be grouped by personality and emotional traits. This was key to defining who I was designing for.
Empathy mapping
Empathy mapping
Analyzed users’ positive and negative emotions, then grouped them into a map to associate each type with specific traits
Segmenting users by how they navigate the product
Segmenting users by how they navigate the product
Identifying key user traits and types to understand the specific journeys they would take to access our service
Mapping the journey
Mapping the journey
Dove deep to map each step of the user journey, capturing their emotions, needs, and pain points, while identifying all key touchpoints.
Mapping the happy path of the onboarding journey
Mapping the happy path of the onboarding journey
To ensure a seamless onboarding experience for the car leasing platform, the journey needed to be highly refined and well-mapped. I began by capturing all onboarding requirements from the business, legal, vendors, KYC partners, and customer criteria
Information archtecture
Information archtecture
Defining the information architecture was essential before designing the website. Having the existing product as a reference provided a good starting point, but I also structured the IA based on user preferences by validating it through tree testing.
Wireframing the B2B Dashboard
Wireframing the B2B Dashboard
To ensure the product’s success, it was essential to design the B2B backend dashboard. This allows all information from the B2C website onboarding to flow into a central back end hub, giving the business clear visibility of all activities that happens on the front end client facing site
Structuring the client facing site map
Structuring the client facing site map
Below, I began structuring the sitemap for the main B2C website to map out all the pages and information needed for design, but to also understand where they will live.
Mapping out the onboarding journey
Mapping out the onboarding journey
A key success metric for the product was refining the onboarding journey. It was essential to understand not only the happy path but also all potential edge cases. I was able to capture critical information as part of this flow
Creating the onboarding and verification visuals
Creating the onboarding and verification visuals
I started with a mobile-first approach, focusing on the onboarding journey visuals in collaboration with Onfido. What you see below is part of the flow, which was developed alongside the web experience.
Visual design for the main vehicle selection page
Visual design for the main vehicle selection page
Below are the visuals for selecting a vehicle and its available extras. Once confirmed, users begin the full onboarding journey, part of which is shown on the right.
Visuals from the onboarding journey
Visuals from the onboarding journey
Below, I’ve highlighted the delivery method for the car and the review process before subscribing to the service
Visual design of the main B2C facing website
Visual design of the main B2C facing website
Below is the visual of the central hub for all KINTO brands.
Car selection pages
Car selection pages
Below was the main page that users are greeted to to select their desired car
Components anatomy
Components anatomy
I thoroughly broke down all the components of the website to ensure each element was designed with careful consideration
Onboarding journey visuals
Onboarding journey visuals
Before starting the onboarding journey, it was essential to display a ‘How It Works’ page, keeping customers informed about the information they would need to prepare
KYC checks pages
KYC checks pages
Working with Onfido embeds it was essential that the website worked with the vendor in order to onboard users safely
B2B dashboard - business backend
B2B dashboard - business backend
Once the user subscribes to the service, the information is fed into a backend dashboard for the business, triggering a separate process focused on business operations
Dashboard vehicle details
Dashboard vehicle details
Below, you can see all the vehicles that have been booked, along with related information such as service and maintenance needs. You can also track when the vehicle is ready to be handed over to the client.
Customers stored information
Customers stored information
Customer data, collected through the onboarding KYC process, is stored in a backend system, allowing access to booking history and updates to personal information.
Building the design system
Building the design system
When building the product, it was essential to follow strong accessibility standards, using WCAG guidelines to inform choices around text, color, and visual elements—ensuring the experience was inclusive and usable for all, including users with color blindness.
Building the consistency with a component library
Building the consistency with a component library
Built a fully functional component library featuring reusable components tailored for all use cases across mobile, web, tablet, and native applications—ensuring consistency, scalability, and efficiency in design and development.
Full guidance into components usage
Full guidance into components usage
Defined comprehensive guidelines for each component, providing context behind their meaning and how they should be used
Outcome
Outcome
500k+ clients
500k+ clients
22% increase in subscriptions
22% increase in subscriptions
Dramatically Improved business management of mobility fleets via an organised dashboard
Dramatically Improved business management of mobility fleets via an organised dashboard
A consistent design system which boosts the brand presence
A consistent design system which boosts the brand presence
Learnings
Learnings
Spend time understanding the business's ins and outs to streamline the process and create a smoother journey for internal members of staff.
Spend time understanding the business's ins and outs to streamline the process and create a smoother journey for internal members of staff.
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