Nadia Zunarelli

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Nadia Zunarelli

Nadia Zunarelli

Projects

About

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Resume

Empowering travelers to make informed decisions at checkout

Travel bookings

Information architecture

Vision to MVP

Bookings

Overview

Context

Travelers booking a flight, hotel or package holiday online want to check an overview of their trip, including costs, as they search and compare travel options.

Role

Lead & sole designer covering the end-to-end design and discovery process, in collaboration with a team of 10 engineers, my PM, and content design.

Date

6 months, 2023 - 2024

Problem

Through user research, we learned that our checkout flow supports much of a traveler's decision-making process as they compare destinations, deals, upgrades and more.

The existing checkout flow , however, provided no single source of information for users to find an overview of their trip. Users would have to navigate back and forth between the search results and different pages of checkout to confirm all of their booking details.

So, how might we better support a traveler's decision making process while booking a trip, to avoid them dropping because they can't find the right info?

The existing checkout flow , however, provided no single source of information for users to find an overview of their trip. Users would have to navigate back and forth between the search results and different pages of checkout to confirm all of their booking details.

So, how might we better support a traveler's decision making process while booking a trip? What can we do to support cart completion (rather than abandonment)?

Goals

Provide a clear, concise trip summary in the flow

Show right info at the right time

Support travellers who need more details

Mirror decisions users make

Provide a clear, concise trip summary in the flow

Show right info at the right time

Support travellers who need more details

Update to reflect decisions users make

Impact

+ 2.6%

Conversion rate, flight + hotel

+ 3.5%

Conversion rate, flight only

+ 13%

Willingness to pay on mobile

Metrics for a checkout reaching 5M+ monthly users

Metrics for a checkout reaching 5M+ monthly users

How we got there

Design process

This project was inspired by a research effort I led alongside my product manager, where we learned that travelers tend to use checkout for browsing, not just booking. We discovered this through user testing, and confirmed the behavior with data and qualitative feedback from surveys.

We outlined our assumptions, analyzed the competition, and defined our main problem to solve. How might we better support a traveller’s decision making process while booking a trip, using existing features?

While designing, I prioritized defining the information architecture of the trip summary - an existing feature we observed users rely on consistently throughout the booking process. I transformed the trip summary over 4 iterations, introducing a flexible, component-style layout where products are now “personalized” with their respective add-ons.

The final design of the trip summary is a great representation of cross-team collaboration and our curiosity for the what information travellers find essential for trip planning.

Read the full process

Design process

This project was inspired by a research effort I led alongside my product manager, where we learned that travelers tend to use checkout for browsing, not just booking. We discovered this through user testing, and confirmed the behavior with data and qualitative feedback from surveys.

We outlined our assumptions, analyzed the competition, and defined our main problem to solve. How might we better support a traveller’s decision making process while booking a trip, using existing features?

While designing, I prioritized defining the information architecture of the trip summary - an existing feature we observed users rely on consistently throughout the booking process. I transformed the trip summary over 4 iterations, introducing a flexible, component-style layout where products are now “personalized” with their respective add-ons.

The final design of the trip summary is a great representation of cross-team collaboration and our curiosity for the what information travellers find essential for trip planning.

Read the full process

Solution

What's included?

Critical information for a trip, like luggage, cancellation policies and more can be found in the trip summary, to reassure travellers what they are paying for. The trip summary shows what’s included in the base price of their trip, and updates as travellers personalize products throughout the booking flow.

Personalized products

Products like flights, hotels, transfers and rental cars have subsets of information that support a traveller’s decision-making process. They can be personalized with complementary products called add-ons, like luggage, insurance, etc.

Originally, product information was separate from any add-on purchased at booking. Add-ons were listed randomly and without context.

In this iteration, products live together with their respective add-ons.

A traveller landing in checkout will see what’s included with the base price of their trip (e.g. hand luggage as shown in the image). As they personalize their trip, those add-ons appear in their respective categories.

Price transparency

To make sure travellers can always see the total price of their trip, the price is visible no matter where you scroll, on any device. As travellers customize their trip, they’ll be able to see how the price changes.

A similar feature existed in the original trip summary, but had major visibility issues that prevented users from finding a price breakdown of their trip as well as other important information. Now, the price is always visible.

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©2023 by Nadia Zunarelli