United Rentals

Reimagining the ideal customer experience for a world-class fleet

United Rentals, a leading provider of heavy equipment and tool rentals, partnered with a cross-functional design team to improve the digital customer experience across multiple business sectors. The goal was to simplify workflows, unify disparate platforms, and create a more consistent and usable interface for both customers and internal users.

Designing Across a Complex Ecosystem

Over a two-year engagement, the team worked on 20+ flows spanning invoicing, reordering, location discovery, account management, and specialized service sites. As part of the design team, I contributed to high-fidelity screens, component design, and refining specific service flows, collaborating closely with UX researchers, product managers, and engineers to ensure design solutions aligned with user needs and business goals.

Through iterative design and frequent stakeholder reviews, we addressed pain points in navigation, clarified hierarchical information, and improved the discoverability of key features—helping users find and access what they needed quickly and reliably.

Elevating UI and Design Consistency

In addition to flow-specific improvements, the team worked to harmonize the platform’s visual language. I contributed to refining typography, color systems, and UI components, ensuring a cohesive and scalable design language that could be applied across new features and sites.

This effort not only improved the overall user experience but also created a foundation for long-term growth, enabling United Rentals to deploy new tools and services consistently and efficiently. By collaborating closely across multiple disciplines, the team delivered a more polished, usable, and unified digital ecosystem for both external and internal users.