Not dazed, not confused:
Increasing clarity in the booking flow
Come make that booking, pronto!
Context
AirAsia wanted to increase the click-through rate and NPS score of their Flight and Hotel booking flow in their MOVE super app.
Strategic value
Delivered UX research insights and reiterations across key touch points on the Flight and Hotel Package booking flow to increase usability and user confidence to book.
Objective
Results
1. Make the booking flow clearer
2. Make the value proposition more apparent
3A. Adapt to information-seeking behaviours of general group travellers
3B. Adapt to information-seeking behaviours of parents
* indicates key areas I helmed
We introduced a new booking overview page after users selected their Flight and Hotel.
Too often, we craft user journeys with the golden flows in mind. We assume that users are giving 100% of their attention to the screen, or that they're halfway down the marketing funnel to conversion, when in fact, they might just be half-heartedly browsing while watching TV.
Our research challenged this assumption. This prototype allowed users to amend their Flight and Hotel details easily without restarting the entire booking flow.
Why this is important: We learnt through or research that planning is important to the user pre-booking process. Importantly, accommodating errors and changes for such high-stake purchases will increase conversion as it builds psychological safety. For those who aren't ready to buy, allowing changes to easily be made while window shopping will reduce user frustration.
Why this is important: The number of rooms input for search determines the prices that users see as they browse for Flight and Hotel packages.
This presents a severe issue as users with wrongly input rooms often don't realise that prices reflected are inaccurate, and they have booked only 1 room. Such high-stakes mistakes cause cart abandonment, but also downstream frustrations should users not realise their mistake.
I enjoyed being the main driver of our non-user testing research. By making connections across our findings, I could propose nuanced and well-evidenced design choices throughout our reiteration process.
The research method I especially found great value in was market and behaviour research as they provided insights for customer segments we had little access to in the project’s short timeframe (e.g. Indonesian travellers, senior travellers), and deepened the insights we found from our own research.
Conversations with a senior software engineer provided rich perspectives about our solutions from a programming perspective.
The client’s quarterly business focus also guided our priorities in the research process. This saved us time in deciding what to focus on.
Further reiteration of UX copy and its accompanying UI design require a closer look at how they translate across the app's various languages.
I also want to analyse any differences in booking flow or UI/UX, especially in Indonesian and Malay, following the client's core market.
As it was not easy seeking out parents of young children as our key users, we focused more on groups than families, though we value-added our solutions with both.
Moving on, I would test our reiterated prototype with more parents, breaking the segment further into parents of infants (0-3 years old), and parents of older children (4-8, and 9-12 years old). Market research I found stated that much travel research groups children from 0-12 years old together, but their travel needs greatly differ by age.