Xister Reply signs the restyling of the new site of Flee, Moov brand

June 16, 2025

The new website of Flee (www.driveflee.com), the service that aims to become the leading mobility ecosystem, starting with long-term car rental offerings, is online. Flee is part of the Moov Group, a startup created to bring innovative solutions to the field of mobility, with high-tech content, tailored insurance products and pricing models that incentivize virtuous driving behavior. The redesign of the platform was handled by Xister Reply, a creative agency of the Reply Group, with the goal of providing a more intuitive, consistent user experience designed to grow over time.

Hence the decision to design navigation that helps users identify with the proposed rental plans, putting their daily needs at the center. The experience is then completed with the possibility of further customizing the plan, intervening on parameters such as the preferred rental formula (pay-as-you-go or fixed), duration, down payment, level of insurance protection and ancillary services. But the rental is only the starting point: the site is designed to accompany each person in the construction of a complete mobility experience, modulable over time and to be enriched with services such as Flee Care, a protection package for the customer's own vehicles, and others that will be launched soon.

The interface and content structure have been rethought precisely from these insights, with the goal of simplifying every step of the rental journey, fostering clarity, control, and autonomy in choice. At the same time, the platform is designed to also make it easy to access other services, already active or coming soon, that extend Flee's reach far beyond rentals.

A special focus was devoted to the vehicle detail page, now the central point of contact between user and service. The page is designed to display each car in conjunction with a specific, customizable plan. Rental formula, contract duration, down payment, level of insurance protection and ancillary services are parameters that the user can configure independently, building a tailor-made offer. An approach that reflects the broader logic of the Flee ecosystem, where each element can be selected, combined or added to over time.

Finally, the site is designed to be future-proof: its technical and visual structure is already set up to integrate advanced features in the next evolutionary steps. These include solutions that will be added to the Flee ecosystem and will include services complementary to the car, such as paying for parking, fuel, but also the ability to travel by other means, such as cabs, public transportation, and more, to offer truly complete mobility.

The new site grew out of a structured and ongoing research process conducted before and during the design phases. The process included quantitative end-user surveys, analysis of digital behaviors via data analytics, in-depth benchmarking of key competitors in the mobility industry, and a series of collaborative workshops with the Flee team aimed at aligning business goals and user expectations.

This exploratory phase, based on a user-centered approach, brought out clearly a cross-cutting priority: the demand for a truly tailored service, capable of adapting to different lifestyles and driving habits.

Each phase of the design was followed by Xister Reply with the aim of responding punctually to the needs that emerged during the analysis phase, turning strategic insights into concrete solutions. The new information architecture was designed to make navigation simpler and more intuitive, facilitating access to key content and services. In parallel, user personas and related user flows were defined to model digital paths consistent with user needs. The work then translated into the design of low and high fidelity wireframes, created with a mobile-first approach to ensure optimal usability on all devices. This was supported by the development of a modular design system, ensuring visual consistency, scalability and flexibility in the future evolution of the platform.