Charter service
Trip.com is the biggest online travel agency in Asia with 400 million+ users.
TYPICAL USER
Chinese 31-55 years Middle class
SCENARIO
Reserve charter service for travel or business
GOAL
Increase order conversion rate
MY ROLE
Product design
TEAM
PM Frontend Dev Backend Dev
TIMELINE
2 months
What is charter service?
The status quo
Aligning goals
Hypothesis - Users having a hard time selecting package?
Define challenge with data & research
Reframing the challenge
The issue isn’t just the package,
it’s deciding on the miles.
Separate package to reduce cognitive load
Leverage scenarios to reduce learning cost
Impacts
Order conversion rate
11.3%
GMV
4.88%
Prices dropped as users chose shorter times to match their true needs
Challenge 2
Confusion and Frictions
New users want to check products ASAP
Usability testing revealed that users often rush to the list page to understand the service, sometimes entering a fake destination just to get there quickly.
Design approach
Shorter flow for prices
Reduce visual noise and confusion by replacing destination with a switch; When no fields are filled, clicking "check prices" should directly trigger a pop-up.
Before
After
Impacts
Order conversion rate
13.9%
Challenge 3
Information chaos
Design approach
Reorganize Info & Reduce viisual noise
Impacts
Order conversion rate
3.5%
Overview
Order conversion rate
31.9%