Coop – New Design Lab

Coop

Coop is an innovative commercial vehicle peer-to-peer sharing platform designed for business customers of a truck leasing and rental brand. It enables businesses to list their underutilized vehicles on the Coop platform for short-term rental by others, offering a solution for companies with seasonal demands.

CHALLENGE

Commercial vehicle rental involves complex requirements, including flexibility and coordination among multiple stakeholders like business owners, managers, and drivers. The project aimed to simplify this process through an intuitive end-to-end journey encompassing listing, searching, booking, pick-up, return, and customer reviews.

Client
Ryder
2017

Focus
User Experience Design
User Interface Design
Branding

Role
Design Director

APPROACH

We kicked off with a two-week design sprint, working closely with client stakeholders to align on business goals and customer needs. Together, we co-created feature ideas and tested early concepts with a small group of users. These insights shaped the end-to-end journey and informed the UI design. We also developed a prototype and brand identity—including naming and visual direction—for the pilot. The MVP was then launched for initial market testing.

SOLUTION

Developed a clean and user-friendly interface for a mobile app, with plans to extend functionality to a web-based application. This approach ensures ease of use across all stages of the rental process, reinforcing the brand's role as a reliable platform provider.

IMPACT

The Coop program effectively fills a vital niche in the market for business-oriented vehicle sharing, offering a scalable solution that boosts operational flexibility without necessitating long-term vehicle investments. Following the success of its pilot phase, the program has been expanded nationwide in the US, establishing COOP by Ryder® as the largest commercial vehicle sharing platform.