[Case 01]
Enhancing Travel Planning 25% More Bookings
EdTech
[Industry]
EdTech
[My Role]
Lead Product Designer
[Platforms]
Desktop
[Timeline]
January 2024- March 2024
25% More Bookings Through Simplified Navigation
[Project Overview]
Faced with a 40% cart abandonment rate, I redesigned the checkout flow to address user pain points. By simplifying the process, optimizing for mobile.
[01. Understanding the users]
Early ideas die before they start.
During my time at NYU, many of our classes encouraged self-initiated UX group projects—an opportunity to take ideas beyond the classroom. I often found myself excited to turn these into something more real, something closer to a startup. But finding the right people to build with wasn’t easy. Without peers to continue the momentum, those ideas slowly lost energy—and eventually faded.
It turned out I wasn't the only one facing this issue…
What makes finding the collaborators so difficult?
To understand this, I spoke with 6 students and synthesized their most important ideas, forming 3 key insights:
💬 Students rely on (Slack, word-of-mouth, social events), making the process slow and inconsistent.
scattered platforms
information
context
different goals
💻 Without enough and of a person, students are hesitant to initiate conversations.
🎯 Students at different stages of start-ups have when looking for collaborators.
As these patterns became clearer, three distinct user groups began to emerge.
No solutions support idea-stage students, even though they are the majority.
[02. Defining the problem]
Early ideas die before they start.___key breakdowns
Finding relevant teammates is inefficient.
Students at idea-stage rely on scattered platform. there is not a centralized, mutualluy-known platform that is designed purposely for idea exploreres to meet and communicate.
Lack of infomration and context leads to lack of trust to ourtreach and initaited conversations.
Without context like skills, availability, or past work, users hesitate to connect.
How can I leverage university network to connect students exploring vague ideas with like-minded peers with trust and efficiency?
To understand what features would serive my users, i laid out a few valu propositions:
- Status of users when log-in; - Profiles with more background and context; - events - inline forum to communicate.
[02. Defining what to build]
Early ideas die before they start.___key breakdowns
Finding relevant teammates is inefficient.
Students at idea-stage rely on scattered platform. there is not a centralized, mutualluy-known platform that is designed purposely for idea exploreres to meet and communicate.
Lack of infomration and context leads to lack of trust to ourtreach and initaited conversations.
Without context like skills, availability, or past work, users hesitate to connect.
How can I leverage university network to connect students exploring vague ideas with like-minded peers with trust and efficiency?
To understand what features would serive my users, i laid out a few valu propositions:
- Status of users when log-in; - Profiles with more background and context; - events - inline forum to communicate.
[Process]
[01] User Research
Conducted user interviews with 15 participants to understand their frustrations and preferences.
Analyzed user behavior data to pinpoint where users dropped off in the process.
Benchmarked against competitors to identify best practices for checkout flows.
[02] Insights
Users were frustrated by unclear error messages and redundant form fields.
Mobile users struggled with small buttons and unresponsive layouts.
Trust the platform with her payment and personal information.
[03 Design Solution]
Simplified the checkout process into three steps: Cart Summary, Payment.
Added features like autofill suggestions and real-time error.
Added features like autofill suggestions and real-time error.
[04] Testing & Iteration
Conducted A/B testing with 500 users, comparing the original and redesigned flows.
Gathered feedback through usability testing and refined the design based on user input.
Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.
[Outcome]
25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.
[Key Learnings]
Simplification is key
Users value a quick and easy process, especially on mobile.
Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.
Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.