Last Minute Holidays

TEAM

UX Designer, Product Owner & Head of E-commerce, Developers

ROLE

UX Designer

OVERVIEW

The pandemic significantly altered booking behaviors, leading to an increase in spontaneous travel decisions. Consequently, last-minute trips gained importance. On Apollo's previous website, several pain points in the user flow were identified through extensive user feedback. It became evident that both the user experience and the visual design required improvements. The layout and pricing information were often unclear, and there was insufficient functionality for finding trips, such as filtering, sorting, and search options. Mobile usage surged during the pandemic, but navigating the site and finding offers required excessive scrolling.

METHODOLOGY

To address these challenges, three workshops were conducted involving developers, product owners and UX designers. These sessions aimed to identify the target audience, pain points, and technical limitations and opportunities. Hypotheses were formulated based on these insights. Additionally, two ideation workshops were held in MIRO with stakeholders from the organization to incorporate their perspectives and ideas. Prototypes were developed, and the MVP (minimum viable product) for the initial release was defined. This process was carried out in close collaboration with the entire team. The first release was evaluated using Hotjar recordings, and any identified issues were promptly addressed in a subsequent release. Continuous iterations followed, incorporating feedback and A/B testing to ensure ongoing improvements.

RESULTS

A 370% increase in Click Through Rate (CTR) was achieved, indicating significantly more clicks on last-minute travel offers. Additionally, mobile conversions experienced a 92% growth.