Enabling Self-Service Renewals on Fleet

01 — Context

Fleet helps companies manage their IT equipment fleet on a leasing basis. Previously, customers could only renew or change their subscriptions by contacting support. This created a heavy operational workload for internal teams and led some customers to switch to competitors before even realising they could renew directly with Fleet at better prices. The main challenge was to make subscription renewal simple and accessible directly on the platform, enabling customers to manage it independently while improving the overall experience.

My role: Product Designer responsible for designing the self-service renewal journey, from research to delivery.

02 — Discovery

To better understand the problem, we first conducted internal interviews with support and sales teams to map the existing renewal process and identify operational pain points. We then carried out user interviews with customers whose subscriptions were nearing their end, to understand their expectations and frustrations. Two key needs emerged: clearer renewal options and guidance throughout the process, and transparent pricing and conditions to confidently make a decision.

03 — Delivery

We explored renewal journeys through a Crazy 8 workshop and prioritised solutions using a MoSCoW framework to define the MVP. Wireframes and interactive prototypes were then tested with users to validate clarity and usability.

The final solution introduced a guided, self-service renewal flow integrated into the platform. Customers can now review, compare and renew their subscriptions independently, without contacting support.

04 — Learnings

This project taught me that the real barrier to renewal wasn't process complexity, but a lack of confidence. Customers didn't know what to expect: not the pricing, not the conditions, not the deadlines. Their natural reflex was to call support, not because they needed help, but because they needed certainty. Designing for self-service was ultimately designing for trust. Every step of the journey had to be clear and reassuring enough to replace the safety net of a human conversation. Pricing and condition transparency wasn't a secondary detail: it was the very condition for autonomy.