Charlotte U.
Product designer
Goldcar • Car rental
target website
Goldcar is a low-cost brand in the car rental industry
Present in 17 countries, with +30 000 vehicles fleet
€23.9 million turnover in 2024
Problematic
How can we increase and maintain ancillaries conversion?
Solution
Build a new user flow with new components
Interface type
Responsive website
Project status
AB testing roadmap
Methodology
1.
Research
Content square analysis
Up sell models benchmarks
Litterature and external studies gathering (focus on upsell methods)
“Up sell levers and user frustration” matrix creation
2.
Frame
Initial problematic refinment
Proposition of a new ancillaries categorisation (based on ancillaries common caracteristics. Not only on conversion objectives)
Single page for extra with three accordions components
UX writing proposal: better price justification and avoid relying on tooltips
3.
Design & test
Mockups
Interactive prototype with AI (mobile and desktop)
+50 qualitative tests (mobile and desktop)
KPI LOADING
until 2027
Next steps
AB test the new ancillaries flow
Test the accordion components and ux writing impact on conversion
AB test upsell levers one by one
Assess user’s tolerance to frustration and impact on conversion
AB test up sell levers combinations
The initial “up sell levers vs. user frustration” matrix will evolve depending on these results
Recommandations
“Product advocate, with strong communication skills, she’s a great team player.”
Dimitri Morvan Brahim,
Product manager @Europcar
“Charlotte brings a strong focus on the user, and a great attention to detail. She kept pushing forward and delivering great work”
Ali Chemlal,
Lead designer @Europcar
“Reliable and always on track under pressure. Highly recommend.”
Antoine Voland-Logerais
Lead designer @Tiga
“Strong expertise in user research, and natural ability to lead and collaborate with both stakeholders and developers.”
Juan Diego Calero,
Senior designer @Europcar
“Real sensitivity to data. Charlotte has a structured approach, and relies on the right analysis to take decisions.”
Florence Fratini,CRO @Europcar
© 2026 Charlotte Urvoy
Charlotte Urvoy
Product designer
Goldcar • Car rental
target website
Goldcar is a low-cost brand in the car rental industry
Present in 17 countries, with +30 000 vehicles fleet
€23.9 million turnover in 2024
Problematic
How can we increase and maintain ancillaries conversion?
Solution
Build a new user flow with new components
Interface type
Responsive website
Project status
AB testing roadmap
Methodology
1.
Research
Content square analysis
Up sell models benchmarks
Litterature and external studies gathering (focus on upsell methods)
“Up sell levers and user frustration” matrix creation
2.
Frame
Initial problematic refinment
Proposition of a new ancillaries categorisation (based on ancillaries common caracteristics. Not only on conversion objectives)
Single page for extra with three accordions components
UX writing proposal: better price justification and avoid relying on tooltips
3.
Design & test
Mockups
Interactive prototype with AI (mobile and desktop)
+50 qualitative tests (mobile and desktop)
KPI LOADING
until 2027
Next steps
AB test the new ancillaries flow
Test the accordion components and ux writing impact on conversion
AB test upsell levers one by one
Assess user’s tolerance to frustration and impact on conversion
AB test up sell levers combinations
The initial “up sell levers vs. user frustration” matrix will evolve depending on these results
Recommandations
© 2026 Charlotte Urvoy
