B2B SaaS Platform for Car Rentals

Valara is a multi vertical product serving everyone from independent hosts to large fleet operators. The website needed to make a deeply complex product feel immediately clear and compelling to very different buyers, without oversimplifying what the platform actually does.

I started with a thorough review of the major competitors, using the same tools car rental companies rely on and evaluating them from a user's perspective. I studied the main flows a car renter goes through, wrote down the pain points and obstacles along the way, and outlined how the product could avoid or improve on them. I also dove deep into the car rental business itself to understand which features would genuinely benefit operators and which were unnecessary noise, and ran sessions with car rental business owners to understand their actual goals and constraints. That research shaped which features got emphasized and how the site spoke to each audience.

Designed industry specific landing pages instead of one homepage trying to speak to everyone. Each page had tailored CTAs, use cases, highlighted widgets, and messaging, so independent hosts and large fleet operators each felt like the product was built specifically for them.

Made 40+ widgets human instead of just visible. Every major feature needed to be understandable at a glance, so I connected each widget to a real operational use case, letting visitors see the actual impact on their business rather than reading a flat feature list.

Designed a booking flow that didn't feel like a trap. The call booking experience was built to feel like a natural next step rather than a hard sell, and the flow was segmented by user group to increase relevance and conversion.

• $5M in new revenue in the first 9 months
• 50 new clients onboarded in beta
• 32% increase in host revenue

As Product Designer, I owned the full marketing website design, translating a complex, feature rich product into a clear and compelling web presence that respected the intelligence of its audience while making the value of each feature impossible to miss.