Redefining charter flow
Charter service
Trip.com is the biggest online travel agency in Asia with 400 million+ users.
What is charter service?
Rent a car and a driver for your trip.
Choose your time and mileage. Pay extra for overages.
The status quo
Home page
Select Pick-up & Drop-off
Select Start Time
List page
Select Time & Mileage Package
Select Car Type
Select Supplier
Order page
Check out
Enter Passenger Information
Select Additional Services
Aligning goals
Decrease information density
Reduce confusion and streamline price checking
Other problems identified
Make it easier for users to decide on miles
Lower friction on user path to drive higher orders
Focus: package selection
Design
PM
Order Conversion
GMV
(Gross Merchandise Value)
Hypothesis - Users having a hard time selecting package?
Define challenge with data & research
41% of users find the packages unreasonable, and 29% of interested users don’t know how to choose a package.
Charter car user survey, 2023
User report
Data shows that orders with excess mileage fees outnumber those with overtime fees.
Order data
Insight: Users struggle to estimate travel distances.
Quick usability testing
Rather than package, it’s extremely hard for users to decide on miles
Design approach
Separate the package
Reduce cognitive load in list page
Leverage scenarios to reduce learning cost
Warning Guidance
When buying actually saves user’s money
What happens if I exceed the limit?
Use scenarios to help user choose
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
Home
Repeating title
Confusing subtext
Outdated color & friction
New users want to check products ASAP
Our quick 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 checking 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.
Data behind this decision: over 65% users don’t ever put in destination
*
Before
After
Impacts
Order conversion rate
13.9%
Challenge 3
Information chaos
Checkout
Tons of hierarchy and color
Takes too much space for first screen
Design approach
Reorganize info based on priority
The car user just selected
The schedule
The supplier and its service
Service package selection
Select passenger、Additional service、Notes、Invoices
Provide Charter duration to assist with decision
Checking information
Actions
Bottom bar (payment)
Reduce visual noise
Before
Impacts
Order conversion rate
13.9%
Overview
Order conversion rate
31.9%