Cleartrip bookings
Cleartrip bookings
Making sure travelers feel looked after
till they reach their destination.
Making sure travelers feel looked after till they reach their destination.
Overview
Overview
Cleartrip is a global online travel company with the mission of making travel simple. For years, it did that by providing a fast booking experience. I created a strategy to redefine the company's mission and led the redesign of its flight bookings to take care of the traveller's entire journey.
Cleartrip is a global online travel company with the mission of making travel simple. For years, it did that by providing a fast booking experience. I created a strategy to redefine the company's mission and led the redesign of its flight bookings to take care of the traveller's entire journey.
Customer FOMO
Customer FOMO
Customers experience anxiety during their web checkin, commute to the airport, while weighing baggage & standing in line for security check.
Customers experience anxiety during their web checkin, commute to the airport, while weighing baggage & standing in line for security check.
Customers experience anxiety during their web checkin, commute to the airport, while weighing baggage & standing in line for security check.
Objective
Objective
To streamline the customer's airport & inflight experience by giving them early access to value added services.
To streamline the customer's airport & inflight experience by giving them early access to value added services.
Scoping possible solutions
Scoping possible solutions
First off, I thought customers could add seats, meals & baggage to their itinerary. But on further thought, this would potentially distract them from reviewing the flight details.
First off, I thought customers could add seats, meals & baggage to their itinerary. But on further thought, this would potentially distract them from reviewing the flight details.
Alternatively, a dedicated page would help customers quickly scan the add-ons before they finally review their booking.
Alternatively, a dedicated page would help customers quickly scan the add-ons before they finally review their booking.
To increase visibility, I thought of introducing them step by step. But this was suboptimal for customers who didn’t want to add them.
To increase visibility, I thought of introducing it step by step. But this was suboptimal for customers who didn’t want to add them.
To increase visibility, I thought of introducing them step by step. But this was suboptimal for customers who didn’t want to add them.
The optimal solution
The optimal solution
I tested the prototypes & found that it was important to optimize the solution for customers who wanted add-ons & make it easy to skip for those who don’t.
I tested the prototypes & found that it was important to optimize the solution for customers who wanted add-ons & make it easy to skip for those who don’t.
Review after selection
Review after selection
Customers found it more reassuring when they could review how much extra they were paying for the trip.
Customers found it more reassuring when they could review how much extra they were paying for the trip.
Final designs
Final designs
We expanded the full list for one-way trips and truncated them for roundtrips so that the customer could view them all at a glance.
We expanded the full list for one-way trips and truncated them for roundtrips so that the customer could view them all at a glance.
Customers who wanted add-ons didn't mind the additional click and found it easy to review how much extra they were paying.
Customers who wanted add-ons didn't mind the additional click and found it easy to review how much extra they were paying.
Uncertainty didn't stop there
Uncertainty didn't
stop there
During my conversations with the CX team, my eyes lit up to see the number of booking & refund related calls we receive in a day.
During my conversations with the CX team, my eyes lit up to see the number of booking & refund related calls we receive in a day.
A closer look
A closer look
3% users experience a delay in receiving their ticket. Sometimes, this causes the booking to fail.
3% users experience a delay in receiving their ticket. Sometimes, this causes the booking to fail.
Objective
Objective
To reduce customer anxiety by being transparent about what we were doing in the background, i.e. reducing the number of booking related calls.
To reduce customer anxiety by being transparent about what we were doing in the background, i.e. reducing the number of booking related calls.
Achieving transparency
Achieving transparency
We needed to communicate what had happened, what was currently happening, what is yet to happen & when the booking will be confirmed.
We needed to communicate what had happened, what was currently happening, what is yet to happen & when the booking will be confirmed.
A booking tracker
A booking tracker
I rid the customer of all ambiguity by helping them track each milestone. I also communicated the status of the trip on top as that was most critical information.
I rid the customer of all ambiguity by helping them track each milestone. I also communicated the status of the trip on top as that was most critical information.
Worst case scenario
Worst case scenario
When the booking failed, we wanted to assure the customer that their money would be refunded & they could try booking again.
When the booking failed, we wanted to assure the customer that their money would be refunded & they could try booking again.
Big picture
Big picture
During research, we realized most customer frustrations start after the booking is done.
These projects helped redefine the company's vision towards providing a fast, competitive but comprehensive travel experience.
During research, we realized most customer frustrations start after the booking is done.
These projects helped redefine the company's vision towards providing a fast, competitive but comprehensive travel experience.