
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


客服系统是什么?

The status quo

Aligning goals

Challenge 1 - 套餐选择费力度
通过历史数据和可用性测试定义问题

客服系统是什么?
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
数据效果
Order conversion rate
11.3%
GMV
4.88%
随着用户选择更短的服务时间以符合他们的真实需求,客单价也相应下降。
Challenge 2
首页的困扰与询价费力度

在向客服主管对齐方案后,我们发现联系和操作是他们任务流程中不可或缺的一部分,但所提出的框架却打断了流程。
Design approach
Shorter flow for prices
查看与操作是交织在一起的,与其放在2个页面不断切换,我们将他们结合在一起

Before
After
数据效果
Order conversion rate
13.9%
Challenge 3
首页的困扰与询价费力度

Design approach
Reorganize Info & Reduce viisual noise
数据效果
Order conversion rate
3.5%
数据效果
Order conversion rate
31.9%



