United rentals e-commerce

DIRECTION · UX & STRATEGY · UI · CRM ·AI

1,500 branch locations

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22% increase in online revenue

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31% increase in digital payment adoption

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$16.1 billion revenue in 2025

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1,500 branch locations ✳︎ 22% increase in online revenue ✳︎ 31% increase in digital payment adoption ✳︎ $16.1 billion revenue in 2025 ✳︎

Integrating aI

I'm generally skeptical of AI features because of the hype, but this one earned its place. Smart Suggestions used machine learning to surface personalized equipment recommendations across the product listing pages, marketplace, and a CRM email flow that nudged customers when they were likely due for a repeat order.

The reason it worked, and the reason I got behind it, was simple. United Rentals' customers are busy people on job sites. Helping them get back to equipment they already trust helps them get back to their job sites.

supercategory Landing page

During the discovery phase, I identified a gap in United Rentals' category structure—a level of landing page that simply didn't exist yet. Filling that gap became one of the more impactful structural changes I worked on.

The new Supercategory Landing Pages were designed with a clear rental funnel in mind. This stripped back the content to what customers actually needed to move forward, rather than overwhelming them on arrival. The result was faster load times, a smoother path through the catalog, and improved SEO and AIO performance.

Sometimes the most valuable design decision is recognizing what's missing.

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