Add-Ons Redesign

How might we effectively highlight the TravelSure insurance add-on after removing the pre-selection, so passengers still recognize its value and enjoy a better digital experience?

Year
2023

Product
Ancillaries/Add-ons

Discover

Problem

Passenger surveys, feedback, and customer care complaints reveal that the pre-selection of travel insurance is often overlooked leading to confusion and negatively impacting the overall booking experience.

Competitive Analysis

Benchmarked the end-to-end booking experience of airlines and leading e-commerce platforms to identify best practices in presenting add-ons. I focused on ease of use, visual hierarchy, and approaches to reduce users’ cognitive load while balancing the user familiarity with established ‘add-to-cart’ behaviors.

Workshop with Ancillaries, Marketing and CX Team

The team held a workshop to gather feedback from stakeholders that is focused on UI/UX, Functionality, and Behavior.

CEB Travelsure Pre-Selection

Competitor Analysis: Airlines and E-Commerce Platforms

Define

Stakeholder Needs

The stakeholders are looking for a refreshed add-ons page that adapts whether the pre-selected Travelsure insurance is toggled on or off. The challenge is to ensure the add-on remains visible and appealing while avoiding an experience that feels overly pushy to users.

How might we Questions

Visibility

  • How might we highlight the Travelsure add-on in a way that feels natural within the booking flow?

  • How might we make Travelsure stand out without relying on pre-selection?

Promotion

  • How might we encourage users to consider Travelsure without making them feel pressured?

  • How might we give users transparency while still promoting the add-on?

Transparency

  • How might we build trust by showing clear benefits and costs of Travelsure?

  • How might we make the opt-in and opt-out process feel transparent and user-friendly?

Current Add-ons Page

Ideate

Low-Fidelity Wireframes

I began visualizing the redesign by creating low-fidelity wireframes informed by competitor analysis across both airlines and e-commerce platforms. My focus was on experimenting with visual hierarchy and finding the right balance in how Travelsure should be presented.

Design

Iterations

Throughout the design process, I made several iterations based on feedback gathered during checkpoint sessions with stakeholders, ensuring that their insights and priorities were incorporated into the design. In addition, I collaborated closely with our UX copywriter to refine and improve the content across the interface, making sure that the messaging was clear, consistent, and aligned with both user needs and business objectives.

Final Design

The final design was approved by the stakeholders after multiple iterations and validation checkpoints. Once alignment was reached, the design was formally handed over to the scrum team for development. Given its impact on both passenger experience and operational efficiency, the app design was prioritized in the roadmap to go live ahead of the desktop version.

This was the working file, not the handed-over Figma File

Test

Usability Testing

We collaborated with the Analytics Team so we can interview passengers from our CEB Squad who belong to different segments:

Frequent leisure flyers - Participants who take multiple trips in a year.

Novice leisure travelers - Participants who have little or no experience in booking online or usually books through an agent.

Frequent business travelers - Participants who frequently book flights for business purposes.

Budget leisure travelers - Participants who are looking for the most affordable options when booking leisure travel.

Minority travelers - Those who needs assistance such as Senior, PWD, Pregnant)

Final Design