Zipcar is the world’s leading car-sharing network, serving over a million members. Previously, the platform only allowed members to search for and book vehicles. However, prospective members who wanted to evaluate Zipcar for a specific trip were unable to do so. This made it nearly impossible to estimate trip costs without first joining—and membership required a fee. Through research, we consistently heard customers say: "I can't tell how much Zipcar will cost me." "I can't tell if there are available vehicles near me." "I don't trust this company." As a result, we saw a high volume of new members cancel their memberships within 30 days—many without even booking a trip. We recognized that offering non-members the ability to search could be a solution. We conducted extensive member research and usability testing based on the existing member search experience. We focused on ensuring the non-member search experience was seamless and simple, allowing users to transition smoothly into membership and continue their journey into booking. So, how did we create a prospect-member-centered search experience that removes the guesswork around pricing and availability to build trust?