Bridging the Fare Gap
Upselling Flight Tickets
Design lead on an ongoing project with continous experimentation. Collaborated in team with product, tech and business stakeholders.
+17%
Overall Booking Value
+36.6%
Conversion rate
+24%
New Customer Acquisition
The Trigger
Early 2022, we discovered a significant opportunity through discovery interviews ...
Customers preferred booking directly from airline websites because of the wide range of fare options available.
More Baggage
“I book on the airline website because I can get more baggage allowance (35kg) for a good price”
Travel Flexibility
“Covid changed my travel habit , now I’ll book for semi or fully refundable flight options or changeable ones”
Convenience
Better Benefits
“I book higher fare because I get more miles that I can use to upgrade to business class”
More Flight Options
Rich Information
Hypothesis
Offering users all available fare families (upgradable options) during flight booking would provide the flexibility they need, effectively bridging the gap with airlines.
Approach & Solution
Due to the complexity of the project and reliance on the backend team, the feature was rolled out in three key phases
1
Conventional Design Approach
This case study addresses a highly complex feature with significant business impact. Design decisions were based on direct user feedback and considerations for design scalability.
Outcome & Impact
+ 10%
Conversion rate
+ 4%
Overall booking value
2
Increase User Trust & Familiarity
To continue closing the gap and align our fare family displays with the airlines in terms of content and structure, thereby increasing user trust and familiarity, providing a seamless comparison experience.
Outcome & Impact
Conversion rate
+ 27%
Overall booking value
+ 15%
3
Focus on Scalability & Usability
To close the gap and align our fare family displays with the airlines in terms of content and structure, thereby increasing user trust and familiarity, providing a seamless comparison experience.
Outcome & Impact
Conversion rate
+ 36.6%
Overall booking value
+ 17%
Initial
To This
Current
Process for Phase 1, 2 and 3
We collaborated with the research team to determine the winning variant in terms of Visibility, Usability and Desirability
+ 1.2%
New Customer
Acquisition
+ 4%
Impression Test
Research Approach
Remote Interviews
20 Users
Touchpoint
Flights Search Results was the most prominent touch point for this feature
Familiarity
Display All Options with a Single Click, No More Swiping
One Click
Conventional display , the winning approach!
Apart of the Research
A review of best practices and insights from eight leading airlines centered on themes of scalability and usability.
Key focus areas included design layout, content categorization, UI enhancements, upgrading, and more.
