Paytm
Creating Flight booking experience for Paytm
PROJECT OVERVIEW
The objective of this project was to redesign the ‘Review Itinerary’ and ‘Traveller’s Details’ sections within the Paytm Mobile application’s flight booking system. This comprehensive overhaul required a thorough understanding of key user journey, booking patterns, interaction behaviour, and user psychology.
The project involved categorising all flight -related information into manageable, bite-sized information to prevent users from feeling overwhelmed. Additionally, the new user interface (UI) must be designed to minimize cognitive load and ensure a seamless, intuitive user experience.
In 2017 Paytm had over 350 million active users transacting via wallet, making it India’s largest fintech company with 65% total market share.
More than 90% of flights booking on Paytm was made via mobile app making it a go to app for any travel related bookings.
Problem Statement
Every quarter, our UX team would get insights from research team which would help us to prioritise the work item for remaining semester. My scope of work would fall under “Review itinerary” and “Traveller’s info” experience. I would analyse all data related to user feedback, interaction pattern and decision making patterns to kick start my design solutions.
Here is an overview of critical user pain points I shortlisted for second semester of 2017.
On top of all these user problems. We also had significant ask from our business team. These changes are made in accordance of company’s plan for future, any new feature incorporation request or Senior Leadership feedbacks in general.
Business Ask
• 7-11% of flight tickets booked through Paytm are cancelled or rescheduled. But only 22% of those have ‘Cancellation Protect’.
• Redesign “Cancellation Protect” section. Educate users and upsell those values to increase this number.
Module Design Refresh
To keep the information density minimum and provide more flexibility to user, we segregated ‘Traveller’s Information’ to another sub stage.
Here is how all the classes looked like after design refresh:
Flight Cards
New flight card layout to emphasise primary data.
Played with different visual elements like font weight, colour, spacing and strokes to create hierarchy and distribution within elements.
Quick Alerts
Our user research told us that alerts should be realtime. It should be shown while selecting an option right at the time, instead of showing at the checkout stage.
We heard our user’s sentiments and redesigned the flow to cater this need.
Policy, Insurance & Offers
Policies can often be lengthy, text-heavy, and cumbersome, occupying significant screen space. However, they cannot be overlooked or relegated to a ‘more details’ section, as presenting basic information upfront is essential for users to make informed decisions.
Our research indicates that users primarily seek three key pieces of information in cancellation and baggage policies:
- Refundability of the fare, including any additional costs if it is non-refundable.
- Quantity and weight of check-in baggage allowed per person.
- Booking class.
Key Screens
The Conclusion
Revised experience increased the Travel Insurance selection by 18% within first month of release.
- Providing substantial real estate in order to highlight values helped user understand better about insurance benefits.
- The icons provided breather and visual delight.
- New card designs were minimal and information was conveyed basis hierarchy. User Feedback says our users loved new designs and said they are spot on, exactly what they want to see their flight details section.
- Alerts (price/regulatory/upsell) are now performing much better in comparison to when they were kept inside ‘review itinerary page’