Where where your users be physically at when using your service? What will they be doing? How much engagement do they need to get something from your site? I

Where where your users be physically at when using your service? What will they be doing? How much engagement do they need to get something from your site? In your case, will it be a quick decision (swipe Tinder style for a Zipcar-like deal), or a long term rental with lots of legal and terms to go through? Will your users be sitting at work, or will they be on the go, like calling an Uber?