[Travel · UX Design · 2024]
25% More Bookings Through Simplified Navigation
A travel app with a 40% cart abandonment rate — rebuilt around one clear path from search to confirmation.
[Overview]
Travellers were getting lost before they ever paid
The app offered great fares but a maze-like booking flow: five navigation levels, surprise fees at the last step, and a mobile layout that demanded desktop patience. Analytics showed travellers dropping off hardest between selecting a trip and entering payment.
I partnered with product and engineering to collapse the journey into a single, guided path — search, review, pay — with costs made transparent from the first screen.
[What I did]
Research first
Twelve moderated sessions with recent bookers and abandoners, plus funnel analysis and heatmaps. The pattern was consistent: people re-checked prices because they didn't trust the totals.
Design the trust back in
Sticky price summaries, one-tap date flexibility, and a three-step progress indicator. Prototypes were tested weekly; the winning variant cut task time nearly in half.
[Results]
Bookings up 25%, abandonment down by a third
Within two months of launch, completed bookings rose 25% and checkout abandonment fell from 40% to 27%. Mobile completion — the core bet — improved most, and support tickets about pricing confusion dropped sharply.
TravelBookingsUX Design
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