Use Case: The user wants to rent a car in another city for their trip. They visit the Avis website and select a car based on their budget.

Problem: Having selected a car from the catalog and moving to the next step, the user notices that the rental price has increased. Upon viewing the detailed breakdown, they discover additional taxes and fees that had not been mentioned earlier. This lack of pricing transparency during the initial selection process misled the user about the total cost, potentially causing frustration as they were aiming to stay within a specific price range.

Annotated screenshots:

Avis

Avis

Best Practice: Alamo car rental service exemplifies best practice by providing clear and transparent pricing throughout the booking process. All costs, including taxes and fees, are clearly displayed upfront, ensuring that users are fully informed from the outset. Additionally, the price remains consistent during the entire booking process, eliminating any unexpected charges or fluctuations. This level of transparency enhances the user experience by fostering trust and minimizing confusion, distinguishing Alamo from the competitors who might obscure the additional costs.

Alamo (Car rental service)