I designed a new checkout flow
to improve the user experience and mobile conversion funnel
I did this for tripBookr In 2017.
It's called tripBookr Wego conversions.
I have been working as a UX / Product design consultant for tripBookr since the relaunch of their site in 2016. ( I also did their re-branding and initial site redesign ) For this particular project, tripBookr had integrated with Wego (a third party travel aggregation site) 6 months before I was called in to consult.
I was bought on to help improve the user experience of finding and booking a hotel room with tripBookr after they were receiving much lower conversion rates than expected.
Current Wego app user base. A majority of their customers are wealthy, middle eastern searching for the best deals on luxury hotels.
UX & UI Design - Working remotely with tripBookr engineering and marketing team on implementation.
Ideally, we would have AB tested the new flow with a 50 / 50 split, but due to technical / design constraints of integrating with a third party app, we were unable to do so.
• Studied the user session recordings via Hotjar.
• Researched the search/refine/purchase flow of competitor providers on the app.
• Researched the patterns used by competitor sites on desktop, mobile and native app experiences.
• Presented my hypothesis and wireframes for the revised checkout flow.
• Create a prototype in InVision to observe test users completing the search / refine / book process with the new flow.
• Work with development to implement.
• Reassess conversions in 3 months time.
After reviewing the Hotjar recordings and completing the search/refine/book process for tripBookr and a competitor provider within app, I identified a roadblock where we were making the user select the room type twice.
When searching for a hotel name directly, the default app results listed the cheapest rates for any room type or provider, with the option to also view results specifically by room type. When a user clicked through the result they were transferred to the booking provider to complete the purchase where we were not pre-selecting the room that they had already clicked on; but instead, landing them on the hotel listing page and making them select a room again.
After reviewing other sites that worked similarly to Wego, (where research and refinement happen on one platform and booking and payment with the provider ), I proposed the solution of taking the user straight to the tripBookr cart page after clicking on the chosen result on Wego. We would support this with messaging in-app “Please wait while we transfer you to complete your booking with X” This would eliminate the friction of reselecting a room and allow for a streamlined 2 part checkout.
On the cart page, I included a link back to view other room types affording the user to change their mind and select a different room if they so chose (within the context of tripBookr)
I didn’t have access to target audience or real users of the Wego app, so improvised by testing with colleagues and friends who generally were not the target market for purchasing high-end luxury accommodation. The recorded user sessions didn’t capture anything before landing on the tripBookr part of the site, so I was unable to see if users were making several comparisons before or after landing on the tripBookr result.