Simplifying Multiple Product Purchase
We made it easy for user having their flight bundled with hotel, with selection of cheapest and best deal. This feature will also accommodate company’s goal to increase profit margin utilizing bundling products.
Role
Product Designer
Duration
10 Weeks
Tools
Figma, Miro
Team
Product Managers, UX Rearcher, UX Writer, and UX Illustrator
The Company
tiket.com is one of the biggest online travel agent (OTA) in Indonesia. Their product ranging from flight, hotels, attractions, car rentals, bus, trains, and other travel-related facilities and services.
I was an intern in the Flight & Ground Transport (car rentals, airport transfer, bus & shuttle) team. At the end of our internship period, all design interns were assigned to work on a big project together.
Design Process
Timeline & Method
To navigate through this both exploratory and tactical project, our team decided to choose more iterative methods. This to accommodate research needs as well as iterative design process.
Opportunity & Constraints
A promising opportunity
Airline companies offer higher margin potential, if a travel agent could bundle ticket flight along with another product. Bigger margin → bigger profit.
More than 60% of users that purchase flight will eventually book other additional products*. This will be an opportunity loss if we don’t accommodate it.
Challenging obstacle
User side - Purchasing a flight ticket is a complicated journey. Many things need to be considered within the process. Now it has to be sold along with another product, which certainly hefty.
Technology wise - Flight ticket price refresh very frequently and highly demanded.
Nature of time - This project only has around two months of timeline before the internship period ends.
Initial Research
In this first phase, we conduct desk research to understand the basic practice of multiple product selling methods that has already been done by competitors across the market. In this phase also we clarify and define the context of end product expectation with Product Managers.
We identified the starting point of multiple product selling, the flow, and the behavior. Image below represented what we get from this desk research.
Initial Design for Testing
Besides desk research, we conduct user interview to test the concept of our initial design ideas. Based from considerations from existing data and initial research, we decided to make an initial design along with its respective flow and touchpoints for multiple product selling to be tested and get user opinion towards the design.
We decided to only test flight and hotel bundle options - as it’s the second most popular product after flight.*
There are a few scenarios that we test:
Flight and Hotel Bundling
Choose flight and hotel manually
Flight and hotel being recommended
Hotel offer when searching for flight
Hotel offer when considering additional product
Insights for Next Iteration
Some red lines we found are interesting. Most of traveling decision of our users are sensitive to price, or at least are affected by the risk of a choice. Users are also want clarity and sufficient information throughout their buying process.
Design Challenge
How might we offer flights and hotel to user with concise information, customizable preferences, and clear pricing benefits?
We are aware that what users think about our design are valid and make sense. There are a few pockets of our designs that just unclear, overload, or lack of user empathy. Based on problems above, we proceeded to next design iterations.
Initial Flow
Below is the default flow if we straightly combine two products without any modifications.
Refined Flow
This is our final product flow, where we combine and recommend flight along with hotel choices to our users. We simplified the purchase journey from 10 screens into a more effective 7 screens.
Design Showcase
Lesson Learned & What’s Next
I learned that some project might seem vague at beginning, yet become harder when started. It’s important to know the depth and complexity of the project before starting it out and also clarify with stakeholders until we get sufficient information to optimize the project.
The next step is keep iterating and testing the design because those two product being bundled are a complex product and need further assessment before can be launched.