Flight network
Purchase flows had a significant drop at User details and the Sales Team coudn't explain why.
Sometimes, the solution to a big problem is simple and efficient.
Company
Etraveli AB
Role
UX designer of Sales team.
Responsibilities
Analyse website performance with analytics and come with improvements suggestions to test.
Year
2021-2022
Initial prototype
Company
Etraveli Group is a leading global technology provider for Flights focused on offering the best possible flight content delivered through flexible tech solutions to the consumer and any company facing the consumer. Through our consumer brands like Gotogate, Mytrip, Flightnetwork and our global partnerships with Google Flights, Skyscanner, Kayak, Booking.com and others, they provide search, booking and fulfilment services for Flights and related products.
Problem
During the purchase flow, inside Traveller details, the user needs to fill his data in for the flying ticket, but he also gets proposed from 4 to 9 products he could add on. On this step, the analytics team registered a significant drop in users (30%) and low sales.
Process
Customer fatigue hindered product engagement due to information overload. Ignoring the "7-item rule" worsened cognitive strain.
Our small team of one designer (me) and one E-commerce analyst optimized the project workflow, which was later supported by the product team.
Our idea was to try splitting the page content into pages and categorizing.
We expect top products' performance boosts with minimal impact on others.
I crafted an AB test prototype that went through User interviews first and then live to also confirm the positive result with quantitative insights.
The project excelled, exceeding AB test expectations (+10% sales) and swiftly going live.
Insights
Effectively advocating for users and explaining information overload's impact fostered stakeholder alignment.
Wireframes
Using Component variables to simplify prototype
User interview notes
Final result
Desktop and mobile
