Improving Search Result Experience

Due to multiple user Error Search Results, my team and I conducted the following to improve our design & user experience:

• User Behaviour Analysis through Amplitude
• Usability Testing on Bus & Shuttle Users
• Impact x Implementation Matrix
• How Might We Framework

These efforts resulted in a:

• +4.2% increase in Search to Book CVR.
• +7.4% increase in No Route to Choose Product Click-Through Rate (CTR).
• +12.4% increase in No Route to Book Product Conversion Rate (CVR).

Here's how the story goes ▼

tiket.com is a South-east Asia's Travel unicorn, serving 52+ millions active users with various travel solutions like Flights, Hotels and Trains.

Following the release of our Bus & Shuttle product in early 2023, we identified a low conversion rate of 6.44%, prompting our team to investigate contributing factors and develop effective solutions.

To address our low conversion rate, we conducted a comprehensive analysis using two research methods which lead us to finding multiple potential issues.

1. User Behavior Analysis via Amplitude's real-time data analytics
2. Live Usability Testing to identify user pain points.

By employing an Impact x Implementation Matrix (with Product Managers, the Business Team, and the Tech team), we prioritized the issues worth solving and concluded that the most critical and feasible issue identified was the frequent occurrence of "No result Error" on our Search Result Page.

Our Bus & Shuttle users often encounter a "No result Error" due to inaccurate location data from third-party aggregators.

The Cause

Vendors can define their own departure and arrival locations, causing multiple entries for the same place.

The Effect

This inconsistency results in users finding no search results when looking for locations from different vendors.

Users will receive two different types of errors depending on what they search:

1

Error with Alternative Routes

2

Error without Alternative Routes

Design Evaluation

Issues & How Might We

We improved 3 main aspects of our Bus & Shuttle Search Error Result Experience.

Instead of a generalized "City to City" header, we now display the exact search terms entered by users to avoid confusion and misinformation.

We redesigned the error message to occupy less space and appear less like an error state, reassuring users that their search results are not incorrect.

By clearly indicating the recommended routes (e.g., City to City), users can easily understand which Bus & Shuttle terminals are being suggested.

To validate whether my designs worked, we conducted an A/B Experiment to test both designs. The new designs resulted in the following results:

During this project, I've got the opportunity to:

• Learnt more about User Behaviour Analysis (Amplitude)
• Leading Workshops & Using "Impact-to-Implementation" Matrix
• Working with Business Intelligence Team
• Conducted A/B Experiment and having the new designs win

However, although this project is deemed successful, the best solution would be to improve our location datas.

Shoutout to all collaborators
Huge shoutout to everyone I collaborated with during this project

• Product Design team - Ule, Nindya, Yossie, Ryan S
• Product team - Agung, Alwan, Hanifa
• Business Intelligence team
• Tech team
• and many more others.