Designing for Wanderlust: The Revamp That Boosted tiket To Do Bookings

In 2022, I redesigned tiket To Do alongside a revamp of the design system. This was an opportunity to improve features and reduce drop-off rates.

The design process involved thorough research from the ground up, including primary methods (online surveys, user interviews) and secondary methods (competitor analysis). Beyond addressing user needs, I also aligned the redesign with business goals and technical constraints.

The deliverables included a Figma design file adhering to the design system, with support for multiple languages, complete with flows and prototypes.

The project was a success, achieving a 30% increase in purchases since Q1 during the pandemic.

Because this project was a total redesign with many changes, I will only focus on the ‟Product Detail Page - Select Package” flow for this case study as it is one of the key solutions to increase bookings and reduce drop-off rates.

What is tiket?

tiket.com is a leading travel and lifestyle platform in Indonesia, offering booking services for flights, hotels, and attractions.

What is tiket To Do?

tiket To Do focuses on activities and attraction bookings, such as theme parks, tours, and events. It helps users discover and plan their activities conveniently.

As the main product designer for this project, I took ownership of the end-to-end design process, collaborating closely with cross-functional team.

User Persona and Surveys

Collaborated with UX researchers to analyze survey results and define user personas. These personas highlighted user priorities such as attractive visuals, clear descriptions, and reliable information.

Behavioral Analytics

Used tools like Amplitude to identify drop-off points in the user journey and analyze booking patterns.

Competitor Study

Conducted feature gap analysis and listed pros and cons of competitors like Traveloka, Klook, and Airbnb to identify opportunities for improvement.

Business Needs

Focused on creating an easy and frictionless booking experience to drive higher conversions.

The design was guided by these principles:

User Needs

Clarity: Clear hierarchy and grouping of information, such as opening hours, pricing, and package details. Reliability: Accurate descriptions, transparent pricing, and trustworthy schedules.

Business Goals

Shortened booking steps to reduce friction and increase conversion rates.

Tech Feasibility

Collaborated with the design system and development teams to ensure the design was feasible and aligned with reusable components.

Evaluation of Existing Design

• Reviewed the current PDP to identify usability issues such as overwhelming text, unclear hierarchy, and insufficient visuals.
• Evaluated the user journey from discovery to booking and identified opportunities to streamline steps.

Defining Information Hierarchy

• Created a clear structure for the PDP based on research findings:
• Above the fold: Key attraction details, pricing, and primary call-to-action.
• Supporting sections: Highlights, schedules, and package details.

Iterating Design

• Designed multiple iterations of the PDP, exploring different layouts and flows.
• Presented alternatives to stakeholders to facilitate faster decision-making and reduce back-and-forth revisions.

Collaborative Alignment

• Worked with PMs to balance business needs with user experience.
• Communicated regularly with the design system team to introduce custom components while maintaining consistency.

Testing and Validation

• Conducted preference testing to validate the layout and information order.
• Used Maze to test prototypes with users, analyzing task success rates and identifying remaining friction points.

The final design of the PDP addressed key pain points and achieved a seamless user experience:

Improved Above-the-Fold Design

Prioritized essential details like price, reviews, and the primary CTA, ensuring users can quickly access the most important information.

Redesigned User Flow

The new flow allows users to select the date first, reflecting real-life behavior as users typically have a date in mind. After choosing a date, they can easily view and select available packages for that specific day.

A horizontal scroll within the package section eliminates the need to open a separate calendar, reducing further steps.

Fewer Pages, Faster Booking

The shortest booking route now only requires 2 pages compared to 3 in the previous flow. This change minimizes user effort and enhances overall efficiency.

The redesign of the Product Detail Page addressed key user pain points, focusing on reducing complexity and improving the booking experience.

Early results indicate:

• A significant reduction in drop-off rates observed post-launch, estimated at around 20%.
• A 15% increase in booking completion rates.
• Positive user feedback, with 85% reporting that the process felt faster and more intuitive.

Challenges Faced

• Stakeholder Alignment: Some disagreements arose regarding feature priorities. To resolve this, I cited user research findings and conducted internal preference testing to validate design decisions.
• Multilingual Design: Adjusting layouts to fit long Indonesian phrases and large numerical values required additional iterations.
• Collaboration with Design System: Frequent meetings with the design system team were needed to align on custom components.

What Could Have Been Done Differently

More Iterative User Testing: Conducting usability tests earlier in the process could have provided more validation for initial concepts.

The Tiket To Do redesign was a significant project that not only balanced user needs, business goals, and technical feasibility but also served as an incredible learning experience for me.

Collaborating with cross-functional teams taught me the importance of effective communication and aligning diverse perspectives. I gained valuable insights into utilizing social elements in research reporting, ensuring the findings were relatable and actionable.

Additionally, aligning with a universal design system reinforced the need for cohesiveness across the product, while managing stakeholder expectations further enhanced my skills in collaboration and problem-solving.

This project truly highlighted the power of data-driven design, iterative processes, and teamwork in delivering meaningful results.