2024
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Product Design
Flight + Hotel Combo Savings: Guerrilla Testing
Designed and conducted guerrilla usability testing for a feature that combined flight and hotel bookings, aiming to validate the user experience and optimize conversion rates.
Designed and conducted guerrilla usability testing for a feature that combined flight and hotel bookings, aiming to validate the user experience and optimize conversion rates.
Problem Statement
Travelers often struggled to understand the savings they could achieve through flight and hotel combos. The challenge was to create and test a clear and engaging design that communicated these savings effectively, ensuring users felt confident and motivated to complete their bookings.
Objectives
Validate user comprehension of combo savings through quick usability feedback.
Optimize the display of savings information to boost user confidence and conversion rates.
Ensure that users could easily navigate and complete the booking process with the combo offer.
Validate user comprehension of combo savings through quick usability feedback.
Optimize the display of savings information to boost user confidence and conversion rates.
Ensure that users could easily navigate and complete the booking process with the combo offer.
Design Process
Initial Requirement Analysis
Met with stakeholders to understand the goals for the combo feature and identify pain points related to user engagement and conversion.
Prototype Creation
Developed wireframes and hi-fi prototypes showcasing various ways to display combo savings, focusing on clarity and persuasive visual cues.
Guerrilla Usability Testing
Conducted on-the-spot testing with travellers in airports and transit areas. Collected feedback on the understanding of combo offers, navigation ease, and design elements.
Gathered qualitative data to identify issues such as visual clutter or confusion in the presentation of the savings.
Design Iterations
Quickly refined prototypes based on user feedback, focusing on enhancing clarity, simplifying navigation, and emphasizing savings details.
Initial Requirement Analysis
Met with stakeholders to understand the goals for the combo feature and identify pain points related to user engagement and conversion.
Prototype Creation
Developed wireframes and hi-fi prototypes showcasing various ways to display combo savings, focusing on clarity and persuasive visual cues.
Guerrilla Usability Testing
Conducted on-the-spot testing with travellers in airports and transit areas. Collected feedback on the understanding of combo offers, navigation ease, and design elements.
Gathered qualitative data to identify issues such as visual clutter or confusion in the presentation of the savings.
Design Iterations
Quickly refined prototypes based on user feedback, focusing on enhancing clarity, simplifying navigation, and emphasizing savings details.
Key Solutions
Clear Savings Display
Highlighted combo discounts prominently to ensure users understood the benefits.
Clear Savings Display
Highlighted combo discounts prominently to ensure users understood the benefits.
Consistent Experience
Streamlined the booking flow to maintain user engagement.
Consistent Experience
Streamlined the booking flow to maintain user engagement.
Engaging Visual Cues
Used persuasive elements like color-coded savings indicators to draw attention to combo benefits.
Engaging Visual Cues
Used persuasive elements like color-coded savings indicators to draw attention to combo benefits.
The Outcome
Improved User Understanding
Feedback indicated that users better understood the savings with the updated design.
Higher Engagement Rates
Noted an increase in interaction and completion of bookings with the combo feature.
Actionable Insights
Identified critical areas for further refinement to improve the user journey and conversion.
Improved User Understanding
Feedback indicated that users better understood the savings with the updated design.
Higher Engagement Rates
Noted an increase in interaction and completion of bookings with the combo feature.
Actionable Insights
Identified critical areas for further refinement to improve the user journey and conversion.
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