ZipZap: Think Netflix, But for Cars — Case Study

ZipZap, by the team at GetGo Carsharing, launched as Singapore's first car subscription service. Where traditional leasing locks drivers into 3-5-year contracts, ZipZap's plans start from 6 months with no long-term commitment, built to adapt as life changes – a season with a newborn, a stretch of juggling school and work. A single monthly fee covers insurance, maintenance, and road tax, freeing users from the cost of ownership: $100,000+ for just the COE, plus the cost of the car, servicing, and insurance.

As a genuinely new category locally, there was no established customer mental model to lean on, and no existing site to inherit patterns from. The website had to explain an unfamiliar product and convert visitors into leads at the same time, from scratch.

I led the website's design end to end – research, IA, the design system, and the full site design – working alongside my team on brand imagery and an outsourced development agency I coordinated through build, QA, and UAT, across a 3.5-month runway to launch. I stayed on afterward as the site's channel owner, adding and reshaping pages as sales insight and positioning shifted.

The site has supported 2,000+ inbound leads since, and I'm still the one who ships every new page it gets.

Discovery

Rather than guessing at the content structure, I ran 5 moderated usability tests with participants matched to ZipZap's target profiles:

parents with young children,
people with a COE expiring within a few years,
current car owners,
non-owners, and
a soon-to-be parent.

Tasks covered card sorting for the homepage's content hierarchy, content-to-page mapping across the site's key pages (Home, How It Works, Browse Cars, Car Details, Support), and scenario-based navigation flow tests on the main conversion channels.

Some findings that shaped the IA

Given a choice between messaging first ("Enquire Now") and configuring a plan outright, users leaned toward messaging, stating that it felt friendlier and less committal

The plan configuration form moved onto individual car detail pages, targeting high-intent users who already know what they want → they get a fuss-free quotation

"Enquire Now" now functions as the main conversion channel (via WhatsApp), matching the common behaviour of wanting to talk to a person before a big-ticket decision

Every tester hesitated at the "Configure Plan" button, unsure whether submitting meant they'd already committed to a subscription

Before

After

"Configure Plan" was the main conversion CTA, requiring users to fill out a form specifying subscription tenure, monthly budget, add-on benefits, and co-drive options all at once

Renamed button to "Get Quote" – sounds lower-commitment and lowers the barrier to start
Add-ons and other final decisions moved to a later Sales conversation, keeping the form short and only what's necessary
Visible progress steps added to help break up the cognitive load

Homepage scroll depth was too long, with vehicle cards and testimonials appearing before new users understood the service

Before

After

Led with vehicle cards to demonstrate the variety within the fleet, alongside a testimonial-forward emphasis to build credibility

Trust-building content (USPs, explainers, and the "How It Works" video) moved ahead in the content flow
A dedicated page for deeper trust content, linked from the hero section
Streamlined the homepage's curated content sections

Ongoing ownership

Because ZipZap is a young brand still iterating its value proposition and pricing based on live sales feedback, the website was never a project I "shipped and closed" – it's a conversion channel the team keeps optimizing against enquiry behaviour and feedback from our leads. I work with the team to implement and make calls on our website, with some of the clearest examples being:

The two-CTA debate

Pushed back on an initial proposal to run two equal-weight CTAs side by side (a WhatsApp button and a form, both for lead capture) – a judgment call as the main designer – arguing that two identical-purpose CTAs at one decision point creates hesitation rather than confidence.

I proposed a GTM-based tracking alternative instead, which will allow us to preserve the ad-attribution data that the performance team needed without splitting the interface. The team agreed and kept a single primary CTA (the WhatsApp button, in line with the user behaviour Sales' insight had already pointed to!)

Speak to Sales button

We hypothesized that some users may prefer to call Sales instead of going through the main conversion channels. I scoped the initial release to mobile-only after GA data showed 90%+ mobile usage, and worked around avoiding inconsistent "call" CTA behaviour across iOS, Android, and desktop browsers. Mobile enquiries increased after launch.

Vehicle card, ecommerce-style tile experiment

We hypothesised that users wanted to see more of a car's interior without tapping through a full photo carousel, and designed a variation of the vehicle card that reveals interior shots on hover – closer to how ecommerce tiles entice browsing at a glance – while staying consistent with ZipZap's design system. It's been shipped and kept: feedback so far has been anecdotally positive, though it's early days for conversion data on it.

Reusable modules

After launch, the team collected testimonial content from our first subscribers, including video clips and soundbites. I designed a new testimonial module for the homepage within the design system I maintain, then extended it into sub-page and blog variants.

It's now reused across 2 additional pages and 5 blog articles, with no new design work needed each time.

Beyond these, the original 5 pages (Home, How It Works, Browse Cars, Car Details, Support) have grown to 9 today, including a Visit Us showroom page and a B2B landing page, with most of the effort going into continuously testing and refining what was already live.

Think Netflix, but for cars