Simplifying checked luggage for travel groups
Travel bookings
Information architecture
Vision to MVP
Bookings
Overview
Context
Checked luggage is one of the top revenue-generating trip add-ons on lastminute.com. As airlines continue to tighten their luggage allowances, travelers become more critical of their luggage choices when booking flights. A good experience adding luggage is critical to keep travellers in checkout.
Role
Lead & sole designer covering the end-to-end discovery and design process, including research. Collaborated with PMs, content design, and a team of 8 engineers.
Date
3 months, 2022
Problem
Choosing luggage for many travelers is tedious and hard to review, especially on small screens. How might we simplify their interaction with checked luggage?
Goals
Impact
Bags sold
+ 3%
Revenue on bags
+ 2%
Conversion rate
65%
Users added bags using the new shortcut
Metrics for a checkout reaching 5M+ monthly users
How we got there
Solution
Luggage visuals
Users tend to add 1 or 2 bags only for each passenger. To make the selection easier, I added visuals showing the number of bags to each luggage option. We’re going to test this hypothesis.
One passenger at a time
Luggage options are organized into accordions and collapse automatically as users choose for each passenger. One accordion is open at a time to minimize space used by the luggage options, and to clarify where action is needed.
Luggage selections are shown on the accordion when collapsed, so users can easily review choices for all passengers without tapping or scrolling.
Add more luggage shortcut
Users tend to add the same bag type for each passenger. When users make a luggage choice for one passenger, we prompt them to add the same luggage to their choice of passengers.
Passengers that aren’t checked in the modal will automatically have “no checked bag” selected.
Luggage allowance
Our previous luggage experience gave very little context of what kind of luggage was included with a traveller’s ticket. To help travellers make more informed choices, I designed a modal with more context on what comes included, including bag types, dimensions and weight when possible.
Reflection
What I learned
Digging deep into purchasing behaviors of luggage was fun - really. We found patterns of many traveller types, like large groups as shown in this project, couples, one-way travellers and more. This kind of analysis gave me an interesting perspective for future iterations of luggage. Now when starting new topics, I typically ask for an analysis like this so we can understand who buys our products.
What I would do differently
The final outcome was biased by two assumptions that I wish we would have challenged harder at the beginning of the process:
Users want to add luggage to specific passengers
Requiring users to make a luggage choice boosts luggage sales
If we had removed one or both of these constraints, we could have gone wider in our exploration and possibly have had a bigger impact on luggage sales. Realizing this after going live feels like a missed opportunity, so I look forward to digging into luggage data again soon.