Optimised User Experience

Optimised User Experience

Optimised User Experience

Optimised User Experience

Ran heuristic evaluation leading to a 10% increase in screen views per session

Ran heuristic evaluation leading to a 10% increase in screen views per session

Ran heuristic evaluation leading to a 10% increase in screen views per session

Ran heuristic evaluation leading to a 10% increase in screen views per session

Teal Flower
Teal Flower
Teal Flower
Teal Flower

Role

Product UX/UI Designer

Product UX/UI Designer

Product UX/UI Designer

Product UX/UI Designer

Tools

Figma and FigJam

Figma and FigJam

Figma and FigJam

Figma and FigJam

Contributors

1 Product Manager, 2 Designers, and 1 Design Manager – mainly for supervision & feedback

1 Product Manager, 2 Designers, and 1 Design Manager – mainly for supervision & feedback

1 Product Manager, 2 Designers, and 1 Design Manager – mainly for supervision & feedback

1 Product Manager, 2 Designers, and 1 Design Manager – mainly for supervision & feedback

Challenge

During my internship at StudentUniverse, we were dedicated to enhancing their mobile app's user experience. With a specific emphasis on usability improvements, our goal was to elevate key user engagement metrics, ensuring a more seamless and enjoyable experience for our users.

Results

The result of our dedicated efforts was a remarkable 10% increase in app usability. These improvements not only made the app more accessible to a broader audience but also significantly enhanced the overall user experience, aligning it with industry-leading design principles.

35%

Improved Onboarding Process

Improved Onboarding Process

Improved Onboarding Process

Improved Onboarding Process

37%

Increase in User Retention

Increase in User Retention

Increase in User Retention

Increase in User Retention

15%

Increase in Time Spent on Website

Increase in Time Spent on Website

Increase in Time Spent on Website

Increase in Time Spent on Website

Context

Context

Context

Context

StudentUniverse is an agile startup specializing in helping students and young adults book affordable flights. While interning as a product UX/UI intern with the product team at StudentUniverse, I had the opportunity to focus on enhancing the product add-ons section.

In this case study, we'll delve into the process I followed to enhance the user experience and drive significant business outcomes.

StudentUniverse is an agile startup specializing in helping students and young adults book affordable flights. While interning as a product UX/UI intern with the product team at StudentUniverse, I had the opportunity to focus on enhancing the product add-ons section.

In this case study, we'll delve into the process I followed to enhance the user experience and drive significant business outcomes.

StudentUniverse is an agile startup specializing in helping students and young adults book affordable flights. While interning as a product UX/UI intern with the product team at StudentUniverse, I had the opportunity to focus on enhancing the product add-ons section.

In this case study, we'll delve into the process I followed to enhance the user experience and drive significant business outcomes.

StudentUniverse is an agile startup specializing in helping students and young adults book affordable flights. While interning as a product UX/UI intern with the product team at StudentUniverse, I had the opportunity to focus on enhancing the product add-ons section.

In this case study, we'll delve into the process I followed to enhance the user experience and drive significant business outcomes.

THE PROBLEM

Users had to explore alternatives to purchase essential travel add-ons

Users had to explore alternatives to purchase essential travel add-ons

Users had to explore alternatives to purchase essential travel add-ons

Users had to explore alternatives to purchase essential travel add-ons

 This experience resulted in:

• Users having to go through additional steps, making the booking process less seamless.

• Potential loss of customers who were looking for a more straightforward purchasing experience.

• Lack of add-on purchases on the website resulted in missed revenue opportunities for the business.

 This experience resulted in:

• Users having to go through additional steps, making the booking process less seamless.

• Potential loss of customers who were looking for a more straightforward purchasing experience.

• Lack of add-on purchases on the website resulted in missed revenue opportunities for the business.

 This experience resulted in:

• Users having to go through additional steps, making the booking process less seamless.

• Potential loss of customers who were looking for a more straightforward purchasing experience.

• Lack of add-on purchases on the website resulted in missed revenue opportunities for the business.

 This experience resulted in:

• Users having to go through additional steps, making the booking process less seamless.

• Potential loss of customers who were looking for a more straightforward purchasing experience.

• Lack of add-on purchases on the website resulted in missed revenue opportunities for the business.

APPROACH

A quick look at our competitors showed that our product was falling behind..

A quick look at our competitors showed that our product was falling behind..

A quick look at our competitors showed that our product was falling behind..

A quick look at our competitors showed that our product was falling behind..

To gain insight into our product's standing, I conducted an in-depth analysis of the competition and explored their platforms. It became evident that our product was lagging behind. We observed that many third-party travel agent websites already offered add-on perks, prompting us to focus on a targeted competitive analysis.

To gain insight into our product's standing, I conducted an in-depth analysis of the competition and explored their platforms. It became evident that our product was lagging behind. We observed that many third-party travel agent websites already offered add-on perks, prompting us to focus on a targeted competitive analysis.

To gain insight into our product's standing, I conducted an in-depth analysis of the competition and explored their platforms. It became evident that our product was lagging behind. We observed that many third-party travel agent websites already offered add-on perks, prompting us to focus on a targeted competitive analysis.

To gain insight into our product's standing, I conducted an in-depth analysis of the competition and explored their platforms. It became evident that our product was lagging behind. We observed that many third-party travel agent websites already offered add-on perks, prompting us to focus on a targeted competitive analysis.

So we targeted competitive analysis primarily to see

So we targeted competitive analysis primarily to see

So we targeted competitive analysis primarily to see

So we targeted competitive analysis primarily to see

  • features and benefits that they offer

  • understanding of their pricing strategy

  • customer experiences

Kayak, Expedia, Booking[.com], Trip[.com], Kiwi[.com] were the main competitors

  • features and benefits that they offer

  • understanding of their pricing strategy

  • customer experiences

Kayak, Expedia, Booking[.com], Trip[.com], Kiwi[.com] were the main competitors

  • features and benefits that they offer

  • understanding of their pricing strategy

  • customer experiences

Kayak, Expedia, Booking[.com], Trip[.com], Kiwi[.com] were the main competitors

  • features and benefits that they offer

  • understanding of their pricing strategy

  • customer experiences

Kayak, Expedia, Booking[.com], Trip[.com], Kiwi[.com] were the main competitors

LEARNINGS

Key insights discovered from the research were:

Key insights discovered from the research were:

Key insights discovered from the research were:

Key insights discovered from the research were:

Hierarchy/navigation

Hierarchy/navigation

Baggage and seat add-ons were consistently placed after the traveler and contact information sections during the itinerary checkout process

Baggage and seat add-ons were consistently placed after the traveler and contact information sections during the itinerary checkout process

Baggage and seat add-ons were consistently placed after the traveler and contact information sections during the itinerary checkout process

Baggage and seat add-ons were consistently placed after the traveler and contact information sections during the itinerary checkout process

Add-ons design

Add-ons design

  • Baggage design: Baggage options were divided into outbound and inbound sections on the baggage card

  • Seats design: Users were provided with seat selection options for each layover, arranged according to the flight information

  • Baggage design: Baggage options were divided into outbound and inbound sections on the baggage card

  • Seats design: Users were provided with seat selection options for each layover, arranged according to the flight information

  • Baggage design: Baggage options were divided into outbound and inbound sections on the baggage card

  • Seats design: Users were provided with seat selection options for each layover, arranged according to the flight information

  • Baggage design: Baggage options were divided into outbound and inbound sections on the baggage card

  • Seats design: Users were provided with seat selection options for each layover, arranged according to the flight information

Pricing strategy

Pricing strategy

Competitors' baggage options had a price markup ranging from 12% to 20%, while seat options had a similar markup (when compare with airlines prices)

Competitors' baggage options had a price markup ranging from 12% to 20%, while seat options had a similar markup (when compare with airlines prices)

Competitors' baggage options had a price markup ranging from 12% to 20%, while seat options had a similar markup (when compare with airlines prices)

Competitors' baggage options had a price markup ranging from 12% to 20%, while seat options had a similar markup (when compare with airlines prices)

How did we use these insights to inform our design decisions?

How did we use these insights to inform our design decisions?

How did we use these insights to inform our design decisions?

How did we use these insights to inform our design decisions?

Putting our thoughts on paper, we began creating rough sketches to explore the optimal layout and positioning of features. We structured and analyzed competitor data to identify patterns and trends, ensuring our website aligns with industry standards and offers a familiar user experience, thereby enhancing navigation and usability. 

Putting our thoughts on paper, we began creating rough sketches to explore the optimal layout and positioning of features. We structured and analyzed competitor data to identify patterns and trends, ensuring our website aligns with industry standards and offers a familiar user experience, thereby enhancing navigation and usability. 

Putting our thoughts on paper, we began creating rough sketches to explore the optimal layout and positioning of features. We structured and analyzed competitor data to identify patterns and trends, ensuring our website aligns with industry standards and offers a familiar user experience, thereby enhancing navigation and usability. 

Putting our thoughts on paper, we began creating rough sketches to explore the optimal layout and positioning of features. We structured and analyzed competitor data to identify patterns and trends, ensuring our website aligns with industry standards and offers a familiar user experience, thereby enhancing navigation and usability. 

Then comes the user interaction with these add-ons 

Then comes the user interaction with these add-ons 

Then comes the user interaction with these add-ons 

Then comes the user interaction with these add-ons 

After engaging in a back-and-forth brainstorming session and leveraging insights from our research, we identified the important elements required after a user selects the call-to-action (CTA). We developed three concepts for presenting this information effectively.

I presented these concepts to the team at StudentUniverse, comprised of colleagues who are not only employees but also passionate travelers themselves. We engaged in extensive discussions regarding first impressions, usability, design decisions, and the pros and cons of each concept.

After refining our ideas through rough sketches, we agreed on this hypothesis:

After engaging in a back-and-forth brainstorming session and leveraging insights from our research, we identified the important elements required after a user selects the call-to-action (CTA). We developed three concepts for presenting this information effectively.

I presented these concepts to the team at StudentUniverse, comprised of colleagues who are not only employees but also passionate travelers themselves. We engaged in extensive discussions regarding first impressions, usability, design decisions, and the pros and cons of each concept.

After refining our ideas through rough sketches, we agreed on this hypothesis:

After engaging in a back-and-forth brainstorming session and leveraging insights from our research, we identified the important elements required after a user selects the call-to-action (CTA). We developed three concepts for presenting this information effectively.

I presented these concepts to the team at StudentUniverse, comprised of colleagues who are not only employees but also passionate travelers themselves. We engaged in extensive discussions regarding first impressions, usability, design decisions, and the pros and cons of each concept.

After refining our ideas through rough sketches, we agreed on this hypothesis:

After engaging in a back-and-forth brainstorming session and leveraging insights from our research, we identified the important elements required after a user selects the call-to-action (CTA). We developed three concepts for presenting this information effectively.

I presented these concepts to the team at StudentUniverse, comprised of colleagues who are not only employees but also passionate travelers themselves. We engaged in extensive discussions regarding first impressions, usability, design decisions, and the pros and cons of each concept.

After refining our ideas through rough sketches, we agreed on this hypothesis:

Bags

  • Outbound : Select 1st & 2nd bag

  • Inbound: Select 1st & 2nd bag

  • Total price to be paid

  • Outbound : Select 1st & 2nd bag

  • Inbound: Select 1st & 2nd bag

  • Total price to be paid

  • Outbound : Select 1st & 2nd bag

  • Inbound: Select 1st & 2nd bag

  • Total price to be paid

  • Outbound : Select 1st & 2nd bag

  • Inbound: Select 1st & 2nd bag

  • Total price to be paid

Seats

  • Outbound flight: Option to select a seat

  • Inbound flight: Option to select a seat

  • Total price to be paid

  • Outbound flight:Select a seat

  • Inbound flight: Select a seat

  • Total price to be paid

  • Outbound flight: Option to select a seat

  • Inbound flight: Option to select a seat

  • Total price to be paid

  • Outbound flight:Select a seat

  • Inbound flight: Select a seat

  • Total price to be paid

Involving the developers

Involving the developers

Involving the developers

Involving the developers

We consulted with the developers to understand the technical feasibility and approach for implementing our ideas. This is when the Gordian API came into play.

Gordian API is a powerful tool that enables the travel industry to sell flight add-ons, such as additional baggage and premium seat selection. The developers proposed integrating Gordian's airline seat map solution into the backend. This integration would allow us to offer customers a more seamless purchasing experience through our app.

Once we had a clear understanding of the technical aspects involved in implementing the add-ons, we transitioned to the design phase.

We consulted with the developers to understand the technical feasibility and approach for implementing our ideas. This is when the Gordian API came into play.

Gordian API is a powerful tool that enables the travel industry to sell flight add-ons, such as additional baggage and premium seat selection. The developers proposed integrating Gordian's airline seat map solution into the backend. This integration would allow us to offer customers a more seamless purchasing experience through our app.

Once we had a clear understanding of the technical aspects involved in implementing the add-ons, we transitioned to the design phase.

We consulted with the developers to understand the technical feasibility and approach for implementing our ideas. This is when the Gordian API came into play.

Gordian API is a powerful tool that enables the travel industry to sell flight add-ons, such as additional baggage and premium seat selection. The developers proposed integrating Gordian's airline seat map solution into the backend. This integration would allow us to offer customers a more seamless purchasing experience through our app.

Once we had a clear understanding of the technical aspects involved in implementing the add-ons, we transitioned to the design phase.

We consulted with the developers to understand the technical feasibility and approach for implementing our ideas. This is when the Gordian API came into play.

Gordian API is a powerful tool that enables the travel industry to sell flight add-ons, such as additional baggage and premium seat selection. The developers proposed integrating Gordian's airline seat map solution into the backend. This integration would allow us to offer customers a more seamless purchasing experience through our app.

Once we had a clear understanding of the technical aspects involved in implementing the add-ons, we transitioned to the design phase.

Building mockups

Building mockups

Building mockups

Building mockups

Transitioning from sketches to mockups, our design journey underwent multiple iterations. These final mockups, a blend of our initial sketches with the StudentUniverse design system and Gordian API, represent the culmination of our efforts. Here are the conclusive screenshots of our envisioned solution.

Transitioning from sketches to mockups, our design journey underwent multiple iterations. These final mockups, a blend of our initial sketches with the StudentUniverse design system and Gordian API, represent the culmination of our efforts. Here are the conclusive screenshots of our envisioned solution.

Transitioning from sketches to mockups, our design journey underwent multiple iterations. These final mockups, a blend of our initial sketches with the StudentUniverse design system and Gordian API, represent the culmination of our efforts. Here are the conclusive screenshots of our envisioned solution.

Transitioning from sketches to mockups, our design journey underwent multiple iterations. These final mockups, a blend of our initial sketches with the StudentUniverse design system and Gordian API, represent the culmination of our efforts. Here are the conclusive screenshots of our envisioned solution.

baggage_final_mockup
baggage_final_mockup
baggage_final_mockup
baggage_final_mockup

Baggage

Baggage

Baggage

Baggage

Users can select a cabin bag and 1st checked bag from our website

Users can select a cabin bag and 1st checked bag from our website

Users can select a cabin bag and 1st checked bag from our website

Users can select a cabin bag and 1st checked bag from our website

Seats

Seats

Seats

Seats

Users can select different seats for different layovers

Users can select different seats for different layovers

Users can select different seats for different layovers

Users can select different seats for different layovers

How did it work? — The Rollout

How did it work? — The Rollout

How did it work? — The Rollout

How did it work? — The Rollout

We conducted an A/B testing experiment to release the product add-ons. The results showed significant user engagement:

  • Over 65% of users interacted with the add-ons

  • 37% of users added add-ons to the cart

  • These interactions led to a remarkable 15% increase in profits per purchase compared to transactions without any add-ons.

These findings confirmed the effectiveness of integrating add-ons into the website, validating our hypothesis.

We conducted an A/B testing experiment to release the product add-ons. The results showed significant user engagement:

  • Over 65% of users interacted with the add-ons

  • 37% of users added add-ons to the cart

  • These interactions led to a remarkable 15% increase in profits per purchase compared to transactions without any add-ons.

These findings confirmed the effectiveness of integrating add-ons into the website, validating our hypothesis.

We conducted an A/B testing experiment to release the product add-ons. The results showed significant user engagement:

  • Over 65% of users interacted with the add-ons

  • 37% of users added add-ons to the cart

  • These interactions led to a remarkable 15% increase in profits per purchase compared to transactions without any add-ons.

These findings confirmed the effectiveness of integrating add-ons into the website, validating our hypothesis.

Learnings, Challenges, Takeaways…

Learnings, Challenges, Takeaways…

Learnings, Challenges, Takeaways…

Learnings, Challenges, Takeaways…

My time at StudentUniverse provided valuable opportunities to present projects to various stakeholders, including the design team and executives. This experience was instrumental in refining my presentation and communication skills.

This project, my first significant endeavor as an intern, was particularly impactful. It challenged me to articulate my work clearly, respond to questions, and incorporate feedback based on well-founded reasoning derived from research and testing. Managing diverse feedback and fostering consensus proved to be challenging but immensely rewarding.

The success of this project underscored the significance of simple and intuitive design coupled with data-driven decision-making. It served as a testament to the transformative impact of a well-executed design process on business outcomes. Witnessing the tangible results of our efforts, manifested in increased profits and enhanced user convenience, was immensely gratifying.

My time at StudentUniverse provided valuable opportunities to present projects to various stakeholders, including the design team and executives. This experience was instrumental in refining my presentation and communication skills.

This project, my first significant endeavor as an intern, was particularly impactful. It challenged me to articulate my work clearly, respond to questions, and incorporate feedback based on well-founded reasoning derived from research and testing. Managing diverse feedback and fostering consensus proved to be challenging but immensely rewarding.

The success of this project underscored the significance of simple and intuitive design coupled with data-driven decision-making. It served as a testament to the transformative impact of a well-executed design process on business outcomes. Witnessing the tangible results of our efforts, manifested in increased profits and enhanced user convenience, was immensely gratifying.

My time at StudentUniverse provided valuable opportunities to present projects to various stakeholders, including the design team and executives. This experience was instrumental in refining my presentation and communication skills.

This project, my first significant endeavor as an intern, was particularly impactful. It challenged me to articulate my work clearly, respond to questions, and incorporate feedback based on well-founded reasoning derived from research and testing. Managing diverse feedback and fostering consensus proved to be challenging but immensely rewarding.

The success of this project underscored the significance of simple and intuitive design coupled with data-driven decision-making. It served as a testament to the transformative impact of a well-executed design process on business outcomes. Witnessing the tangible results of our efforts, manifested in increased profits and enhanced user convenience, was immensely gratifying.