Europcar Mobility Group, 2021
Complex B2B workflows, made mobile-simple.
Ubeeqo is Europcar's car-sharing platform. I led a team of five through the redesign of its B2B mobile experience. Monday, 8:55: a sales rep needs a car at 9:00, and the app wants seven steps and a phone call. We rebuilt it around the two journeys that mattered, getting validated and getting moving, on one design system.
- Role
- UX Lead
- Scope
- B2B mobile app, design system
- Team
- 5 designers, agile squads with engineering
- Year
- 2021
01 Context
Business customers used Ubeeqo to book and manage shared vehicles, but the workflows had grown complex: too many steps, inconsistent patterns, and an experience that lagged behind the consumer side of the product. The mandate was to simplify without breaking the operational depth B2B clients depend on.
02 What I did
- Led and mentored a team of five designers, owning priorities, quality, and stakeholder alignment across the B2B product line.
- Grounded the redesign in user interviews and competitive analysis, mapping where business users actually lost time and confidence.
- Rebuilt booking and fleet-management flows through wireframes, interactive prototypes, and repeated usability testing.
- Built a comprehensive design system that unified patterns across the app, cutting design and build time for every subsequent feature.
- Worked sprint by sprint with engineers and product managers, keeping design decisions attached to delivery, not ahead of it.
03 The flows
Two journeys carried most of the friction: getting a new user validated and driving, and managing an active booking without calling support. Both were rebuilt step by step.
04 Outcome
The redesigned app shipped with smoother booking and management journeys, a unified brand experience, and a design system the team could keep building on. Just as important for the business: a design function that five people could scale, with a process engineering actually wanted to work with. Leading designers while shipping alongside engineers is not a trade-off I make, it is the job as I understand it.