ViceCity Dubai — Luxury Car Rental Website (Concept Redesign)

A concept redesign of an existing Dubai luxury car rental website, created to practice UI/UX design skills. Reimagined the layout, hierarchy, and visual identity in Figma based on the live car-rent.ae site.

Note: This is a self-initiated concept redesign, not a paid client project. The original live site can be viewed at car-rent.ae.

The original site had the right idea — bold hero shot, gold and black palette for that premium Dubai feel — but it felt heavy and repetitive once you scrolled. Multiple "Rent Now" banners with similar dark overlays, a car category grid that didn't immediately signal which cars were premium vs. standard, and inconsistent spacing made it feel more like a template than a tailored luxury brand experience.

I focused on simplifying the visual rhythm of the page — fewer overlapping dark/CTA sections, clearer separation between the hero, the category browsing area, and the trust-building sections (brand logos, reviews, "What Makes Us Different"). I leaned harder into the gold accent as the one signature color against black and white, so it reads more intentional and less decorative. I also tightened the hierarchy so the eye goes: hero promise → car categories → trust signals → CTA, instead of bouncing between several competing offers.

I started by screenshotting the live site section by section to map out what existed. Then I did a quick competitor scan of other Dubai luxury rental sites to identify common patterns (dark hero imagery, gold accents, WhatsApp CTAs). From there I sketched a simplified content hierarchy before jumping into Figma — so the redesign wasn't just "make it prettier" but rooted in what actually helps a visitor get to booking faster.

A cleaner, more conversion-focused layout — fewer redundant CTA sections, a clearer path from "see a car" to "rent now," and a more cohesive luxury feel overall compared to the original.