VML · UNITED RENTALS
2020-2026
United rentals e-commerce
DIRECTION · UX & STRATEGY · UI · CRM ·AI
1,500 branch locations
✳︎
22% increase in online revenue
✳︎
31% increase in digital payment adoption
✳︎
$16.1 billion revenue in 2025
✳︎
1,500 branch locations ✳︎ 22% increase in online revenue ✳︎ 31% increase in digital payment adoption ✳︎ $16.1 billion revenue in 2025 ✳︎
Smart Suggestions
Smart Suggestions used machine learning to surface personalized equipment recommendations across the product listing pages, marketplace, and a CRM email flow that estimates when a customer would repeat the order.
supercategory Landing page
PROBLEM
United Rentals’ expansive catalog was difficult to navigate online which led customers to google the product they were looking for on the UR website. Because of this customer behavior, google would often surface the Supercategory level of United Rentals’ categories. This presented a problem because the top-most level of problems suffered from loss of SEO footing due to slow load times impacting user experience.
SOLUTION
Speed of loading was of utmost importance as it was impacting both the customer and business. In order to do this, I opted to not load products at this level as the site was slow due to the sheer quantity of products in United Rentals’ fleet. In addition to this, we revisited the content of the page to increase discoverability for the customer… and the bots.
