Peace of mind from take off to landing, protection designed for the real journey.

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TLDR: The Flight Disruption rollout drove a 6x increase in conversion value, jumping from 22.85B to 144.87B, while successfully maintaining a low claim cost of 22–25%

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Background

Imagine this: You’ve planned your trip for months, arrived at the airport on time, but suddenly you got a notification Flight delay by 2 hours, get cancelled, and to make matters even worse, you have never received the notification about it. We’ve all been there. In the aviation world, disruptions are an inevitable reality, but beyond the logistic what do the disruptions cost the travelers? It’s not just a missed connection; it’s a sudden drain of time, the unexpected financial sting, and the heavy emotional fatigue of being stuck in limbo.

However, the disruption didn’t stop at the departure gate. Based on the data we have, 3.59% of tiket.com’s overall CTB (case to book) comes from users contacting CS after a disruption and demanding a refund. Under the hood, this create a 2 massive pain points:

• The communication GAP (Email Dependency): Currently, tiket.com only relies on email to communicate flight disruptions, which suffers from a low open rate of just x%. Because of this single-channel dependency, many users received delayed alerts or missed the notification entirely.
• Overloaded CS Channels: Frustrated users flood customer support trying to track their money, creating an operational bottleneck.
• The sluggish refund process: Because the standard refund process requires manual, 3rd party validation from external partners, the processing time can stretch up to 7 days for domestic or 90 days for international cases.

Responsibilities

1. Mapping the friction: User Pain Point vs System bottlenecks

To understand why our protection was not effective, we mapped our research insights across the user timeline and operational touchpoints:

2. Shifting Paradigm

To solve the gaps in our matrix, we use 3 design principles we have to follow while designing the solution:

Redefining the Flow

To bring our design principles to life, we mapped out an optimized end-to-end user journey:

Solution