When to offer what?

Offers in the booking flow

BACKGROUND

The goal of the project was to explore:
How can we make relevant offers for right customers and increase the revenue on tickets and ancillaries?
As a result we have created a strategy on how to offer our products in the booking flow. This strategy defines design principals on how to improve the booking flow as well as some flow changes.

PROCESS

Interviews with stakeholders

Interviews and focus groups

Inventory of existing user data

Input on:
Customer recognition,
Personalisation and relevancy,
Customer segmentation,
Variety of our offers,
How do we upsell.

Importance and relevancy of ancillaries;
What is perceived as a minimum service;
What is for them personalisation;
When and how users would like us to offer them our ancillaries.

Qualitative feedback from existing analytics tools;
Qualitative feedback from user testing conducted on the booking flow;
Quantitative insights;
Social media feedback.

One of the main flow insights was to change the order of the offered tickets fares. Although initially fare option at each step design meant to allow users flexible selection — in fact, it was rather perceived as an annoying repetition.

Simplifying the flow

Hence the proposed solution was to follow a concept of 'a minimum ticket' that has 3 upsell steps, each of which would be contextualised based on customer segmentation and their choice.

In the current flow ticket offers are split by fares, which are followed by passenger details step. Only after those details users are entering extra options page.

Upsell steps

From the users we've learned that the personal details step associates with a booking closure, hence extra upsell after that step was perceived as a hidden cost.

As a results the upsell steps would be focused on:
1. Cabin upsell
2. Fare (package of services) upsell
3. Ancillary (individual extra option) upsell