Redesign That Boosted Add-On Purchases by 2.4%
A small design improvement, initiated by a tiny internal team, that led to a noticeable revenue increase.
context
I was a Product Designer for a travel app that allows users to book flights, trains, hotels, and tours. The app also offers tools to help users manage every aspect of their trip. It serves millions of users worldwide, provides access to over 800 airlines and 2 million accommodations, supports global transportation options, and has accumulated more than 5 million mobile installs.
Problem → Question
How can we increase revenue without disrupting existing designs (or just a little), development timelines, or team workflows?
This is a story of initiative and collaboration between an analyst and a designer (me). In our spare time, we set out to find something valuable for both the company and the team.
That effort grew into full ownership of a feature, from idea to release.
We took a quick look at the main user flows and picked the flight booking checkout as the area to improve.
Original design, before the improvements
solution
There were no big inventions here. We conducted our research, reviewed references, compared different approaches, and compiled a list of ideas that we believed could work well.
Two evenings later (yep, we worked after hours), I came back with mockups. We picked two options and decided to run an A/B/C test.
With everything ready, we first went to our CPO. After getting his approval, we talked to the Head of Design and the Dev Lead. Everyone agreed, and we got one Android developer to help us build everything in one.
Test B.
Test C.
Takeaway
This small story reflects my favorite parts of product work:
Communication and collaboration often lead to the best results
Taking initiative and owning your ideas can move the product forward
Even a small design improvement can have a big impact on the business
If you could be the product owner of your idea or feature, use it!
A/B/C Test Final Results
Outcome
+ 2.4%
in Add-On Purchases
+ 16%
in Returning Buyers
+ 8%
Increase Fill Rate
