Role: Freelance Product Designer
Type: Digital Design
Skills: Figma | System Design
Explore Share, an online travel agency, started their business in 2013, grew rapidly, and never questioned how they were making their design decisions. In 2018, they contacted me to improve their end-to-end user experience to better serve both guides and travelers. I redesigned several user flows for this startup outlined below.
We decided to start redesigning the checkout process, which was having some problems and having a very low conversion rate. The old version relied mainly on a conversational interface with a selling agent at one end. Almost all the sales were made 1 to 1.
Also, information was scattered in the screen without any clear order, so we saw that many users had to come and go to check the details of their trips while in this checkout process.
I proposed a reduced 3-stage process: Review Details, Payment Method, and Confirm & Pay. Even though the user was coming from the trip details page, it was important to show the most important information in the checkout process, and also let him change some of the variables without the need of going back.
This page show all the details of the trip. The description, the itinerary, cancellation policy, etc. There is a lot of information here and the main problem that the original design had is that it was very hard to digest and understand all the information given. We recorded some sessions using Hotjar, a tool to analyze users' behavior through heatmaps and visitor recordings. We shortly confirmed our hypothesis, watching how people struggled to find information scrolling up and down several times.
This is how the Trip Pages used to look:
Our first approach was to document every piece of information in this page, document that in a Google spreadsheet, and have the Development, Sales, and Customer Support teams working together on defining the importance that each information had here. Also, while doing this, we realized that much of the information was duplicated throughout the same page.
👨🏻💻 More flows comming soon