Ashley Ng Ouye is a product designer with a background in brand design and motion graphics. She’s currently based in the Bay Area designing at Turo.

Smartphone screen displaying an insurance protection plan selection with options. The current plan is declined, with minimum and standard plans available for additional daily fees. A warning indicates potential total damage costs. Below, potential repair costs for windshield, paint, and bumper are listed alongside a car illustration depicting these areas.

How optimizing an upsell experience via iterative AB testing improved clarity and reduced confusion

Increasing discoverability through targeted A/B testing, leading to an increase in conversion rates.

2x

+$3M

Conversion increase

Revenue increase

A MacBook Air and an iPhone display a payment plan interface. The screen shows invoice 5678 with a total of $1,200.00, of which $450.00 has been paid and $750.00 remains. Payment dates and amounts are listed, each $150.00, scheduled from December 2024 to July 2024.

How creating an invoice payment plan feature increased Turo’s debt recovery

Introducing a user-friendly payment plan feature to provide flexibility to users and help the company recapture millions in lost revenue.

+$1.5M

Debt recovery increase

A smartphone screen displays a booking confirmation for a Tesla Model X 2022, rented from September 7 to September 14, 2024, at San Francisco International Airport. It shows a list of next steps needed by September 6, 2024, including payment added, phone confirmation required, and driver's license required.

How improved post-booking experience contributed to booking conversion

Creating a seamless experience to efficiently collect the essential information required to drive a vehicle with Turo.

+3.1%

Conversion increase

How reimagining the trip experience influenced the roadmap and inspired a new team

Developing the vision of a seamless trip experience and empowering multi-car hosts, resulting in the formation of a new Trip Experience team.

rothys-nav-iPhone 12 Mockup-main copy.jpg

How usability testing and IA transformed the navigation and helped users find what they need faster and more intuitively

Redesigning the online navigation to keep up with its continued expansion, boosting engagement and conversion through enhanced information architecture.

+5.65%

+34.9%

Engagement increase

Conversion increase