Dynamic Cross-Sell
3% increase in the attachment ratio of flight and car bookings
Outcome Overview
The Problem
Lack of engagement with the cross-selling product feature.
Today, our travel customers only have the option of generically 'Adding a Hotel/Car/Activity' to their existing booking. This is not up-to-date with the way the modern traveler books his/her travel. This has led to low engagement rate in bundling different travel services.
The existing cross-sell tile before the redesign.
Discovery
Understand customer engagement with current solution.
To validate this hypothesis and get a better understanding of customer engagement with the current solution, I decided to explore data on the usage of the existing cross-sell.
As a designer, I partnered with the Data and Analytics team to gather data on click through rates for existing cross-sell, travel booking data and attachment ratios for different travel services. The first data graph I looked at was the click rates for the current cross-sell tile.
A look at the heat map for the existing cross-sell feature.
After looking at the data and realizing that this feature was not being used, I had to figure out which of the components this would benefit from. To help out with that, I looked at data spanning the months of June, July and August for bookings per component: these are the peak months for booking travel.
This graph shows historical data for the past three months (Jun '19, Jul '19, Aug '19)
Graph for Attachment Ratio
The data on the graph shows Flight + Car has a lower attachment ratio than flight + hotel bookings.
Data Insights
Data confirmed low engagement with car bookings and car + flight attachment bookings
There are fewer car bookings compared to flight and hotel.
The attachment ratio for car bookings compared to that of flights and hotel bookings is quite less.
These insights we discovered out of the data shown and validated our earlier assumptions that customer engagement was low with the existing cross-sell. I was surprised that the car booking product attachment reflected the lowest engagement with our customers.
Design Phase
The goal was to satisfy three criteria: Accessible, Simple and Dynamic
I focused on wire framing some quick concepts using Balsamiq mockups and shortlisted three concepts. The goal was to deploy the cross-sell tile as simply as possible. For this, the feature must satisfy three criteria: accessible, simple and dynamic.
Accessible, in that it is easily identifiable on the page.
Simple, such that a customer can easily add the product bundle to their cart.
Dynamic, in that the results displayed are based on customer’s destination and travel dates.
Desktop
Some of the different solutions I explored on desktop.
Final Designs
Third Wireframe Option Won Out. Simplicity
After a few team testing iterations, Option C won out, scoring high on simplicity, intuition and accessibility criteria defined earlier. Ultimately being executed with the fewest clicks. The other options failed to meet this criteria adequately
Option A - This will require the customer to take multiple steps, just to add a product bundle to their cart.
Option B - This failed for the same reason as Option A, I was exploring a different layout with this concept.
Desktop
The final design that were implemented on desktop
Mobile
The final designs implemented on mobile
Criteria: Upsell, Booking and Attachment ratio
Upsell - Number of clicks on the cross-sell car rental options.
Booking - Increase/decrease in the number of Car bookings for selected destinations.
Attachment ratio - Increase/decrease in the number of car attachment ratio with flight booking.
Success Criteria
Outcome and Results
Key Learnings
Increased car attachment bookings by 3%
The project was launched late last year and tested with 1 major banking client. After the client had the feature enabled for a month, we noticed a 3% increase in the attachment ratio of flight and car bookings. The next phase of this project will be focused on activities which have the next lowest attachment ratio.
Working on this project showed me the value of data-driven design. This helped me in designing a solution, that will help benefit both the business and customers. The business benefits from an increase in car bookings and the customer is provided with more relevant options based on their search criteria.