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TLDR: The result is still not concluded yet. However, this is the result so far
Overall, booking CVR went up with the new form from 47.83% to 52.44%. Baggage add-on conversion barely moved from 1.38% to 1.5%. Insurance CVR actually dropped a bit, from 15.38% down to 13.76%.
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Imagine you’ve finally picked the perfect flight, you're ready to buy, then when you hit the booking page, you only meet a wall of text. Suddenly, a simple checkout feels like a test you didn’t study for 😫
Our current flight booking form had become a junk drawer of data. Instead of guiding the user smoothly to the finish line. We were blasting them with a ton of redundant information (e.g., full route details repeated from the search results). This repeated information wasn’t just an eyesore; it was causing cognitive overload and slower completion times.
When a booking form that should be an easy part feels like hard work, nobody wins. For our users, it feels like anxiety and wasted time. For the business, this friction was quietly dragging down the conversion rates, hurting the ancillary revenue, such as add-ons and insurance.
As the Product Designer leading the Flight Booking Form Revamp, I worked closely with Project Managers, Engineers, and other stakeholders to identify key friction points in the existing flow, including a long, scroll-heavy layout, manual passenger input errors, and low visibility of ancillary products like baggage. I owned the end-to-end redesign of the booking experience, from analyzing user pain points and exploring design directions to restructuring the flow, improving information hierarchy, and refining interaction details to reduce friction, boost conversion, and strengthen ancillary performance.
There is a high rate of user error during manual data entry (e.g., wrong Names or Dates of Birth). This results in significant Customer Service (CS) costs for name corrections and document updates. Currently, inquiries and complaints regarding Passenger Details rank in the top 5 on the CTB metrics for the CS team. Based on the research that we have
Based on our research and CS data, name correction requests were one of the most frequent passenger-related issues. This means users often overlook mistakes during manual data entry. To help minimize these errors, we introduced a “ Review Passenger’s Data” page that allows users to double check their information before saving and continuing the booking process.
Case 1 - New Design
Another issue is for users who don’t have a surname. In the previous flow, when users checked the “I don’t have a surname” option, their first name would automatically be duplicated into the surname field. This often caused confusion and led to many CS inquiries about incorrect passenger names. To reduce this issue, we changed the behavior so the surname field stays empty when users select the option.
Case 2 - New Design