Project timeline
Goal
24.2-24.3
Increase conversion rate
UX design
UI designer
PM
Frontend Engineer
Backend Engineer
Other Contributor
My role
What is Airport transfer like on Trip.com?
Just gaining its steam in the global market, a lot of basic features is yet to be done compared to its ctrip counterpart.
The status quo
Home
List
Coupon pop-up
Check out
No perception of deals throughout the entire process!
PM’s Goal
"We want users to feel our promotions, but sometimes they need to clip coupons separately."
Based on the marketing team's requirements, coupons have short time limits, so for return trips, it's better for users not to claim all coupons at once.
Define each page for deals
Home
Unclear order intent, focus on deal clipping.
List
Ready to order, mainly selecting cars.
Highlight collected deals and enhance perception.
Check out
Final step, emphasize the applied deal.
Design solution - low fidelity
Home
List
Check out
Coupons
Details
New user
Claim
US$100 OFF
over$120
New user
Up to US$100 OFF
over$120
Claimed
Valid until Feb 1, 2023
8%OFF
8%OFF
8%OFF
8%OFF
8% OFF
Valid within x days
US$36.15
US$42.25
8%OFF
Coupons
Best discount
New user -US$12
List popup
Fixing experience bugs
Step by step, put everything on track
Incentive copy presented in a warning tone.
Service you can count on! You will receive the driver's info before your trip begins.
Before
After
Final delivery
Home - Focus on deal clipping
Before
After
List - Highlight collected deals
Before
After
Checkout - Emphasize the applied deal
Before
After
Impacts
Order CR
Coupon usage
2.9%
7.5%
absolute
Let’s feel the deal
a service that user can pick how long they use and how far they wanna use, price is relatively high
Typical user
Non-Chinese
31-55 years
58%female
Middle class
Scenario
Reserve pickup service after ordered a flight ticket (whether it’s on Trip or not).
x Airport transfer
