Getting started
Challenge
Problem Complexity
Business needs
My Role & Team
Journey Mapping
Workflows
Style guides
Typography
Solution
Design Principles
Key Design Decisions
Learnings
The Equipment is complex.
The Rental journey doesn't have to be.
The Equipment is complex.
The Rental journey doesn't have to be.
Designed an end-to-end rental experience for Enerpac - from product discovery and pricing to rental cart, checkout, shipping, payment, and confirmation.
Designed an end-to-end rental experience for Enerpac - from product discovery and pricing to rental cart, checkout, shipping, payment, and confirmation.
Disclaimer
A quick note before we begin: No confidential, sensitive, or proprietary business information has been shared in this case study. The content focuses on the design process, UX decisions, and the rental experience I worked on, using only information and screens that can be shared publicly.
The case study showcases my contribution to the journey from product discovery through rental checkout and order confirmation.
A quick note before we begin: No confidential, sensitive, or proprietary business information has been shared in this case study. The content focuses on the design process, UX decisions, and the rental experience I worked on, using only information and screens that can be shared publicly.
The case study showcases my contribution to the journey from product discovery through rental checkout and order confirmation.
Getting Started
Not every job requires owning the tool.
Not every job requires owning the tool.
Enerpac provides high-pressure hydraulic tools and solutions used across demanding industrial environments. Its portfolio includes hydraulic cylinders, jacks, pumps, lifting systems and other specialised equipment designed for applications where force, precision and reliability matter.
But owning specialised equipment isn't always practical.
A customer may need a hydraulic cylinder for a single maintenance project.
Another customer may need equipment for a week.
Someone else may need it for several months.
The job may be temporary, while the equipment is expensive and highly specialised.
That's where rental becomes valuable.
Instead of asking customers to make a large upfront investment for equipment they may only need temporarily, the experience should make it easy to find the right equipment, understand what it will cost and rent it for the required period.
Enerpac provides high-pressure hydraulic tools and solutions used across demanding industrial environments. Its portfolio includes hydraulic cylinders, jacks, pumps, lifting systems and other specialised equipment designed for applications where force, precision and reliability matter.
But owning specialised equipment isn't always practical.
A customer may need a hydraulic cylinder for a single maintenance project.
Another customer may need equipment for a week.
Someone else may need it for several months.
The job may be temporary, while the equipment is expensive and highly specialised.
That's where rental becomes valuable.
Instead of asking customers to make a large upfront investment for equipment they may only need temporarily, the experience should make it easy to find the right equipment, understand what it will cost and rent it for the required period.
The Opportunity
The Opportunity
Make specialised industrial equipment accessible when customers need it - without making them buy it.
Make specialised industrial equipment accessible when customers need it - without making them buy it.
Challenge
The problem wasn't simply adding a "Rent" button.
The problem wasn't simply adding a "Rent" button.
Rental changes the entire shopping journey.
Rental changes the entire shopping journey.
and unlike everyday e-commerce, these are technically complex products.
and unlike everyday e-commerce, these are technically complex products.
A customer looking at a hydraulic cylinder may need to understand capacity, stroke, operating pressure, return type and other specifications before deciding whether the product is suitable for the job.
Enerpac itself describes hydraulic cylinders as products used for applications such as lifting, pushing, pulling, pressing, holding, lowering and clamping, with different configurations depending on the application.
A customer looking at a hydraulic cylinder may need to understand capacity, stroke, operating pressure, return type and other specifications before deciding whether the product is suitable for the job.
Enerpac itself describes hydraulic cylinders as products used for applications such as lifting, pushing, pulling, pressing, holding, lowering and clamping, with different configurations depending on the application.
So the challenge became bigger than creating a rental CTA.
So the challenge became bigger than creating a rental CTA.
I had designed a rental journey that connected:
I had designed a rental journey that connected:
What made the problem complex?
What made the problem complex?
I broke the challenge into a few key areas.
I broke the challenge into a few key areas.
1
Rental vs purchase
Customers could purchase products through the existing commerce experience.
Rental needed to coexist with that journey without confusing the two.
2
Rental duration
Rental pricing depends on how long the equipment is needed.
A customer may rent something for:
1 day → 1 week → 1 month → or a custom period
The experience therefore needed to calculate and communicate the rental duration clearly.
3
Product availability
A product being available for purchase doesn't necessarily mean the rental inventory is available.
The experience needed clear availability states such as:
In Stock & Out of Stock
4
Pricing complexity
A 10-day rental shouldn't leave customers wondering how the final amount was calculated.
The experience needed to make the pricing logic transparent.
5
Mixed carts
Customers may want to purchase some products and rent others.
That created another important question:
How do we keep rental items from getting lost inside a traditional shopping cart?
6
Rental-specific checkout
Rental introduces additional considerations around dates, shipping, payment authorisation and return responsibilities.
The checkout couldn't simply be a copy of the existing purchase checkout.
1
Rental vs purchase
Customers could purchase products through the existing commerce experience.
Rental needed to coexist with that journey without confusing the two.
2
Rental duration
Rental pricing depends on how long the equipment is needed.
A customer may rent something for:
1 day → 1 week → 1 month → or a custom period
The experience therefore needed to calculate and communicate the rental duration clearly.
3
Product availability
A product being available for purchase doesn't necessarily mean the rental inventory is available.
The experience needed clear availability states such as:
In Stock & Out of Stock
4
Pricing complexity
A 10-day rental shouldn't leave customers wondering how the final amount was calculated.
The experience needed to make the pricing logic transparent.
5
Mixed carts
Customers may want to purchase some products and rent others.
That created another important question:
How do we keep rental items from getting lost inside a traditional shopping cart?
6
Rental-specific checkout
Rental introduces additional considerations around dates, shipping, payment authorisation and return responsibilities.
The checkout couldn't simply be a copy of the existing purchase checkout.
Business Needs
The experience needed to work for both the customer and the rental business.
The experience needed to work for both the customer and the rental business.
The goal wasn't simply to make rental look easier.
The journey needed to help Enerpac:
The goal wasn't simply to make rental look easier.
The journey needed to help Enerpac:
The Goal
The Goal
Make renting industrial equipment feel as straightforward as buying online - without hiding the complexity that makes rental different.
Make renting industrial equipment feel as straightforward as buying online - without hiding the complexity that makes rental different.
My Role & Team
Good product design is rarely a solo effort.
Good product design is rarely a solo effort.
The Enerpac rental experience was shaped through close collaboration across Design, Business, Project Management, Engineering, Development, and QA. I worked with Shashank MU, Project Manager, Mayank Sharma, Tech Lead, and Bramarika Akunuru, Business Analyst, aligning the customer experience with business requirements and technical possibilities.
On the development and quality side, I collaborated with Thejesh, Zuniad, and Jaya Prakash across frontend and backend development, alongside Deepa Patil and Niverika from QA.
As the Product Designer, I owned the end-to-end UX and UI direction across product discovery, rental configuration, pricing, cart, checkout, shipping, payment, and confirmation.
Together, we worked through the customer, business, and technical constraints of introducing rental into a complex industrial commerce experience, making sure the journey worked as one connected experience from discovering the right equipment to successfully completing a rental order.
The Enerpac rental experience was shaped through close collaboration across Design, Business, Project Management, Engineering, Development, and QA. I worked with Shashank MU, Project Manager, Mayank Sharma, Tech Lead, and Bramarika Akunuru, Business Analyst, aligning the customer experience with business requirements and technical possibilities.
On the development and quality side, I collaborated with Thejesh, Zuniad, and Jaya Prakash across frontend and backend development, alongside Deepa Patil and Niverika from QA.
As the Product Designer, I owned the end-to-end UX and UI direction across product discovery, rental configuration, pricing, cart, checkout, shipping, payment, and confirmation.
Together, we worked through the customer, business, and technical constraints of introducing rental into a complex industrial commerce experience, making sure the journey worked as one connected experience from discovering the right equipment to successfully completing a rental order.
Journey Mapping
A rental journey has more decisions than a normal purchase.
A rental journey has more decisions than a normal purchase.
Before designing individual screens, I mapped the experience end-to-end to understand what customers need to know, decide, and do at each stage of the rental journey.
Unlike a traditional purchase, rental introduces additional variables such as availability, rental duration, quantity, pricing rules, delivery, and return responsibility. Each of these decisions can affect what the customer sees next.
I used the journey map to identify where rental-specific information needed to appear, where customers might need reassurance, and where an action on one screen could create a dependency later in the journey.
Before designing individual screens, I mapped the experience end-to-end to understand what customers need to know, decide, and do at each stage of the rental journey.
Unlike a traditional purchase, rental introduces additional variables such as availability, rental duration, quantity, pricing rules, delivery, and return responsibility. Each of these decisions can affect what the customer sees next.
I used the journey map to identify where rental-specific information needed to appear, where customers might need reassurance, and where an action on one screen could create a dependency later in the journey.
Workflows
One Rental. Multiple Decisions. One Connected Journey.
One Rental. Multiple Decisions. One Connected Journey.
I mapped the complete experience to understand how each decision connects - including pricing, availability, rental duration, cart changes, checkout, and exceptions.
I mapped the complete experience to understand how each decision connects - including pricing, availability, rental duration, cart changes, checkout, and exceptions.
Style Guides
A visual language built around trust and action
A visual language built around trust and action
Enerpac's bold brand palette was used to create clear hierarchy, highlight important actions, and communicate states such as availability, warnings, and confirmation.
Enerpac's bold brand palette was used to create clear hierarchy, highlight important actions, and communicate states such as availability, warnings, and confirmation.
Foundational Colours
Foundational Colours
Primary colours
Primary colours
P1
P1
P2
P2
P3
P3
Text colours
Text colours
T1
T1
T2
T2
T3
T3
T4
T4
T5
T5
Semantic Colours
Semantic Colours
SE1
SE1
SE2
SE2
SE3
SE3
SE4
SE4
SE5
SE5
Typography
Type that supports clarity
Type that supports clarity
A strong typographic hierarchy keeps complex product information easy to scan, compare, and understand throughout the rental journey.
A strong typographic hierarchy keeps complex product information easy to scan, compare, and understand throughout the rental journey.
ROBOTO CONDENSED BLACK
THE EQUIPMENT IS COMPLEX.
RENTAL PRICING
PRODUCT SPECIFICATIONS
ORDER SUMMARY
Roboto
Select your rental start and end date
Choose your delivery method
Your rental reservation has been confirmed
Solution
One connected rental journey - from product discovery to confirmation
One connected rental journey - from product discovery to confirmation
I designed the rental experience as a connected journey rather than a single rental interaction. Customers can discover equipment, evaluate specifications, understand rental pricing, select dates, manage rental items, complete checkout and receive confirmation without losing context along the way.
I designed the rental experience as a connected journey rather than a single rental interaction. Customers can discover equipment, evaluate specifications, understand rental pricing, select dates, manage rental items, complete checkout and receive confirmation without losing context along the way.
Design Principles
Design Principles
The thinking behind the experience - the principles I used to balance customer clarity, rental complexity, and business needs throughout the journey.
The thinking behind the experience -
the principles I used to balance customer clarity, rental complexity, and business needs throughout the journey.
1
Rental should feel native to commerce
Don't create a completely disconnected rental experience.
Keep customers within the familiar shopping model while introducing rental-specific behaviour where necessary.
2
Show important information before asking for commitment
Pricing, availability and rental duration should be visible before customers invest time in checkout.
3
Let the cart become a decision space
The cart shouldn't only show what the customer selected.
It should help them review, understand and change their rental.
4
Explain system decisions
If the system calculates:
Rental duration
Price
Shipping
Discounts
the customer should be able to understand how those values were produced.
5
Separate concepts that behave differently
Purchase and rental items may live inside one cart, but they don't behave the same way.
The interface should reflect that difference.
6
Design for confidence
For a high-value industrial purchase or rental, uncertainty can be expensive.
Every major stage should answer:
"What do I need to know before I continue?"
1
Rental should feel native to commerce
Don't create a completely disconnected rental experience.
Keep customers within the familiar shopping model while introducing rental-specific behaviour where necessary.
2
Show important information before asking for commitment
Pricing, availability and rental duration should be visible before customers invest time in checkout.
3
Let the cart become a decision space
The cart shouldn't only show what the customer selected.
It should help them review, understand and change their rental.
4
Explain system decisions
If the system calculates:
Rental duration
Price
Shipping
Discounts
the customer should be able to understand how those values were produced.
5
Separate concepts that behave differently
Purchase and rental items may live inside one cart, but they don't behave the same way.
The interface should reflect that difference.
6
Design for confidence
For a high-value industrial purchase or rental, uncertainty can be expensive.
Every major stage should answer:
"What do I need to know before I continue?"
Key Design Decisions
Key Design Decisions
Rental pricing moved closer to product discovery
Rental pricing moved closer to product discovery
Customers don't have to wait until checkout to understand the rental cost.
Customers don't have to wait until checkout to understand the rental cost.
Rental and purchase items are separated in the cart
Rental and purchase items are separated in the cart
This reduces cognitive confusion when customers have both types of products.
This reduces cognitive confusion when customers have both types of products.
Rental duration can be changed from the cart
Rental duration can be changed from the cart
Customers don't need to restart the journey when project dates change.
Customers don't need to restart the journey when project dates change.
Price calculations are explained
Price calculations are explained
Customers can see how longer rental periods translate into the final amount.
Customers can see how longer rental periods translate into the final amount.
Logged-in customers can reuse saved information
Logged-in customers can reuse saved information
Returning customers spend less effort entering information they have already provided.
Returning customers spend less effort entering information they have already provided.
Shipping options are presented as part of checkout
Shipping options are presented as part of checkout
Customers can understand delivery timing and cost before placing the order.
Customers can understand delivery timing and cost before placing the order.
Rental responsibilities are acknowledged before payment
Rental responsibilities are acknowledged before payment
Important return-related information isn't hidden after the transaction.
Important return-related information isn't hidden after the transaction.
Learnings
The hardest part wasn't designing the rental UI. It was designing around the difference between ownership and access.
The hardest part wasn't designing the rental UI. It was designing around the difference between ownership and access.
Designing the rental experience taught me that rental introduces decisions that don't exist in a traditional purchase journey. The challenge wasn't simply adding rental functionality, but making pricing, availability, duration, quantity, delivery and payment feel clear without overwhelming the customer.
Designing the rental experience taught me that rental introduces decisions that don't exist in a traditional purchase journey. The challenge wasn't simply adding rental functionality, but making pricing, availability, duration, quantity, delivery and payment feel clear without overwhelming the customer.
Design for the job, not just the product
Design for the job, not just the product
Industrial products can be technically complex.
Customers don't necessarily need every piece of technical information at every moment.
They need the right information at the right decision point.
Industrial products can be technically complex.
Customers don't necessarily need every piece of technical information at every moment.
They need the right information at the right decision point.
Complexity should be visible, but manageable
Complexity should be visible, but manageable
Rental pricing can involve multiple durations and quantities.
Instead of hiding that complexity, I made the calculation understandable.
The goal isn't always to remove complexity.
Sometimes the goal is to take responsibility for explaining it.
Rental pricing can involve multiple durations and quantities.
Instead of hiding that complexity, I made the calculation understandable.
The goal isn't always to remove complexity.
Sometimes the goal is to take responsibility for explaining it.
The journey matters more than the individual screens
The journey matters more than the individual screens
The PLP, PDP, cart and checkout could each look good independently.
But the experience only works when they behave like one system.
That's what I focused on:
Designing the relationship between the screens, not just the screens themselves.
The PLP, PDP, cart and checkout could each look good independently.
But the experience only works when they behave like one system.
That's what I focused on:
Designing the relationship between the screens, not just the screens themselves.
"I started this project thinking about how to make industrial equipment available for rent. I finished it thinking more about how to make complex decisions feel simple."
"I started this project thinking about how to make industrial equipment available for rent. I finished it thinking more about how to make complex decisions feel simple."
Looking for the right team and
the right challenge.
I’m currently open to Senior Product Designer,
AI Product Designer, and Design Lead opportunities.
Looking for the right team and
the right challenge.
I’m currently open to Senior Product Designer,
AI Product Designer, and Design Lead opportunities.
+91 83174 84558