Enhancing Users Satisfaction In International Flight
Our international flight booking product had a low conversion rate, likely due to the complexity of regulations and requirements. However, users were abandoning the process at different stages, and we didn’t know why. Without a clear starting point, our challenge was to identify the key pain points, reduce drop-offs, and improve the booking experience to drive higher conversions.
Our international flight booking product had a low conversion rate, likely due to the complexity of regulations and requirements. However, users were abandoning the process at different stages, and we didn’t know why. Without a clear starting point, our challenge was to identify the key pain points, reduce drop-offs, and improve the booking experience to drive higher conversions.
Company
Company
Alibaba Travel
My Role
My Role
Research & Design
Process
Process
Research & Analysis
Wireframing and Ideation
Design Solutions
Usability Testing
Redesigning the User flow
Results
What I Learned
Tools
Tools
Figma
Excel
Challenge
Challenge
Buying international flights tickets were usually difficult for our users.
Users encounter numerous issues and queries to buy a ticket every time they visit our site.
Our Conversion Rate from International Flight was lower than other products that we had and we did not know what exactly make it hard for users to buy ticket
Buying international flights tickets were usually difficult for our users.
Users encounter numerous issues and queries to buy a ticket every time they visit our site.
Our Conversion Rate from International Flight was lower than other products that we had and we did not know what exactly make it hard for users to buy ticket
Results
Results
50% reduction in support calls related to International flight calls, lowering operational costs and improving efficiency.
Increase in completed bookings, leading to higher revenue and a better user experience.
Notable improvement in conversion rate, directly addressing the problem identified in the initial research.
Boosted user confidence, reducing uncertainty and making the booking process smoother.
50% reduction in support calls related to International flight calls, lowering operational costs and improving efficiency.
Increase in completed bookings, leading to higher revenue and a better user experience.
Notable improvement in conversion rate, directly addressing the problem identified in the initial research.
Boosted user confidence, reducing uncertainty and making the booking process smoother.
50%
50%
50%
Reduction in call reasons
related to cargo rule
Reduction in call reasons
related to cargo rule
3 to 15
3 to 15
3 to 15
Moving from 3d call reason to 15th
Moving from 3d call reason to 15th
Research & Analysis
At first, we tried watching screen recordings to understand where users were dropping off, but it didn’t reveal the why behind their behavior. We had several options to dig deeper,interviews, field studies, or contextual inquiries, but with no separate budget for this project, we needed a fast and cost-effective approach. That’s when we turned to support center call recordings, which gave us direct insight into real user frustrations without additional costs.
At first, we tried watching screen recordings to understand where users were dropping off, but it didn’t reveal the why behind their behavior. We had several options to dig deeper,interviews, field studies, or contextual inquiries, but with no separate budget for this project, we needed a fast and cost-effective approach. That’s when we turned to support center call recordings, which gave us direct insight into real user frustrations without additional costs.
Among 10 most common issues of customer support calls. top 3 call reasons which were repeated most :
Among 10 most common issues of customer support calls. top 3 call reasons which were repeated most :
1- Route rules
1- Route rules
2- Visa rules and Transit
2- Visa rules and Transit
3- Baggage allowance
3- Baggage allowance
We began by analyzing over 200 baggage allowance calls, focusing on universal rules across international flights, transcribing, tagging, and categorizing insights through thematic analysis.
We began by analyzing over 200 baggage allowance calls, focusing on universal rules across international flights, transcribing, tagging, and categorizing insights through thematic analysis.
This Photo is the screenshot of transcribing and grouping the tags
what did we find out ?
4 Main Categories
We arrived at 4 main categories after categorizing and analyzing conversations between users and customer service staff.
what did we find out ?
4 Main Categories
We arrived at 4 main categories after categorizing and analyzing conversations between users and customer service staff.
Wireframing and Ideation
With a clear problem in front of us, it was time to brainstorm. We explored everything—from small tweaks to big, game-changing ideas. Some solutions felt like a long shot at first, but we knew they could make a real difference in the user experience if executed right.
Design Solutions
Making a separate tab for cargo on the international flight PDP(Product Detail Page)
when a person buys a ticket, they can view both cargo and other flight details.Specifying the quantity and weight of cargo on PLP cards(Product List Page)
The user can see the level of load with just one glance at plp cards when the number and quantity of load are displayed alongside the icon.Explaining the transit rules or Extra load conditions when necessary
information about the usage of student cargo, the purchase of extra cargo, and the delivery of cargo at destinations or each stop
Usability Testing
Hypotheses
On the PLP(Product List Page), the user can see the amount of luggage on the cards.
The user can find additional information about the cargo on the PDP(Product Detail Page)
Users can find out about the additional charge and how to purchase it without having to contact the call center.
Success indicators
Success Rate
Error Rate
Time on Task
Participants
Group 1 (10 users) :
Users who has bought an International flight ticket at least once during the last 3 month
Who has the experience of Long destinations
Scenario + Results
1 - Assume you want to purchase a plane ticket to Vancouver for the following month. The ticket you found contains at least one stop, and you're not sure if you have to take luggage to each stop or just to the ultimate destination. find your ticket and tell me where you suppose you might be able to obtain this information.
Success rate 70%
Accomplished 7 out of 10
Avg.Time On Task 3 min
2- When you're looking for your ticket, you recall that you must find one that allows you to carry at least 25kg; how can you tell?
Success rate 90%
Accomplished 9 out of 10
Avg.Time On Task 1 min
3- Is it possible to purchase more cargo for your ticket? how?
Success rate 70%
Accomplished 7 out of 10
Avg.Time On Task 3.5 min
Over All SUS Score : 85%
Redesigning the User flow
What I Learned
User problems aren’t always where you expect: We initially thought the issue was with the booking flow itself, but it turned out to be a missing piece of critical information.
Collaboration is key: Working closely with customer support, data analysts, and product teams helped us identify and implement an effective solution.
what did we find out ?
4 Main Categories
We arrived at 4 main categories after categorizing and analyzing conversations between users and customer service staff.
Wireframing and Ideation
With a clear problem in front of us, it was time to brainstorm. We explored everything—from small tweaks to big, game-changing ideas. Some solutions felt like a long shot at first, but we knew they could make a real difference in the user experience if executed right.
With a clear problem in front of us, it was time to brainstorm. We explored everything—from small tweaks to big, game-changing ideas. Some solutions felt like a long shot at first, but we knew they could make a real difference in the user experience if executed right.
Design Solutions
Making a separate tab for cargo on the international flight PDP(Product Detail Page)
when a person buys a ticket, they can view both cargo and other flight details.Specifying the quantity and weight of cargo on PLP cards(Product List Page)
The user can see the level of load with just one glance at plp cards when the number and quantity of load are displayed alongside the icon.Explaining the transit rules or Extra load conditions when necessary
information about the usage of student cargo, the purchase of extra cargo, and the delivery of cargo at destinations or each stop
Making a separate tab for cargo on the international flight PDP(Product Detail Page)
when a person buys a ticket, they can view both cargo and other flight details.Specifying the quantity and weight of cargo on PLP cards(Product List Page)
The user can see the level of load with just one glance at plp cards when the number and quantity of load are displayed alongside the icon.Explaining the transit rules or Extra load conditions when necessary
information about the usage of student cargo, the purchase of extra cargo, and the delivery of cargo at destinations or each stop
Usability Testing
Hypotheses
On the PLP(Product List Page), the user can see the amount of luggage on the cards.
The user can find additional information about the cargo on the PDP(Product Detail Page)
Users can find out about the additional charge and how to purchase it without having to contact the call center.
Success indicators
Success Rate
Error Rate
Time on Task
Participants
Group 1 (10 users) :
Users who has bought an International flight ticket at least once during the last 3 month
Who has the experience of Long destinations
Scenario + Results
1 - Assume you want to purchase a plane ticket to Vancouver for the following month. The ticket you found contains at least one stop, and you're not sure if you have to take luggage to each stop or just to the ultimate destination. find your ticket and tell me where you suppose you might be able to obtain this information.
Success rate 70%
Accomplished 7 out of 10
Avg.Time On Task 3 min
2- When you're looking for your ticket, you recall that you must find one that allows you to carry at least 25kg; how can you tell?
Success rate 90%
Accomplished 9 out of 10
Avg.Time On Task 1 min
3- Is it possible to purchase more cargo for your ticket? how?
Success rate 70%
Accomplished 7 out of 10
Avg.Time On Task 3.5 min
Over All SUS Score : 85%
Hypotheses
On the PLP(Product List Page), the user can see the amount of luggage on the cards.
The user can find additional information about the cargo on the PDP(Product Detail Page)
Users can find out about the additional charge and how to purchase it without having to contact the call center.
Success indicators
Success Rate
Error Rate
Time on Task
Participants
Group 1 (10 users) :
Users who has bought an International flight ticket at least once during the last 3 month
Who has the experience of Long destinations
Scenario + Results
1 - Assume you want to purchase a plane ticket to Vancouver for the following month. The ticket you found contains at least one stop, and you're not sure if you have to take luggage to each stop or just to the ultimate destination. find your ticket and tell me where you suppose you might be able to obtain this information.
Success rate 70%
Accomplished 7 out of 10
Avg.Time On Task 3 min
2- When you're looking for your ticket, you recall that you must find one that allows you to carry at least 25kg; how can you tell?
Success rate 90%
Accomplished 9 out of 10
Avg.Time On Task 1 min
3- Is it possible to purchase more cargo for your ticket? how?
Success rate 70%
Accomplished 7 out of 10
Avg.Time On Task 3.5 min
Over All SUS Score : 85%
Redesigning the User flow
Redesigning the User flow
What I Learned
User problems aren’t always where you expect: We initially thought the issue was with the booking flow itself, but it turned out to be a missing piece of critical information.
Collaboration is key: Working closely with customer support, data analysts, and product teams helped us identify and implement an effective solution.
User problems aren’t always where you expect: We initially thought the issue was with the booking flow itself, but it turned out to be a missing piece of critical information.
Collaboration is key: Working closely with customer support, data analysts, and product teams helped us identify and implement an effective solution.