Favoriting vehicles
This project focused on transforming an underutilized but high-value feature, favorites, into a more discoverable, intuitive experience for Turo’s guests. With only 6% of users saving vehicles and many struggling to access their favorites on desktop, we identified a major opportunity to reduce friction and support more confident trip planning. By prioritizing web and redesigning how guests find and manage their saved cars, we improved usability and set the stage for a more personalized, high-intent browsing journey.
Role: Lead designer
Timeline: 1 month
Core partners: Product, Design, Engineering, Design systems, Research
Challenge
Favoriting vehicles had existed in Turo’s product for three years, yet only 6% of active guests were using it. Even when guests did favorite cars, those on desktop struggled to find their favorites afterward, the page was buried within the profile section, creating friction and frequent frustration. In contrast, mobile users could already access favorites with ease, highlighting a significant gap in the web experience.
Goal
Our goal was to rethink how favorites were surfaced across the platform, both the visibility of the favorite button and the accessibility of the favorites page on web. Because 95% of iOS and 88% of Android users successfully navigated to favorites, we prioritized solving this challenge for desktop. As a follow-up effort, my team is now redesigning the favorites page itself to offer simpler filtering, sorting, and editing of saved vehicles.
Process
I began by mapping the current guest experience and conducting user research to understand how people expected to favorite vehicles and where they believed those favorites should live. We paired these insights with an industry review to identify best practices, which informed early sketches and wireframes that helped drive alignment with engineering, product, and business partners. After several rounds of alignment with my core team and multiple design critiques, those wireframes evolved into refined, high-fidelity designs. Before launch, I partnered with our data scientist to ensure the right tracking was in place to measure success. Together, this process laid a clear foundation for a thoughtful, testable, and scalable solution.
