Revamping tiket.com’s Car Rentals All-in Package

tiket.com is a Southeast Asian travel unicorn serving 52+ million active users, with 10+ travel products including Flights, Hotels and Trains.

Car Rentals by tiket.com offers car rentals across Indonesia, with or without a driver. This project focuses on Car Rentals with Driver, whose main booking flow consists of:

1. Landing Page: Users enter the rental city, date, time and duration.
2. Search Result Page: Users select a car type, vendor and package: Regular (car and driver only) or All-in (which adds fuel, tolls and parking, the driver’s meals, and usage up to Area 2).
3. Product Detail Page: Users review the selected car, vendor and package details.
4. Booking Form: Users enter their pickup and drop-off locations, along with any additional Areas they plan to visit. Area 0 (the Main Zone) carries no extra charge, while Areas 1 to 3 are billed daily at increasing rates.

The All-in Package was designed to protect renters from unexpected costs during their trip, yet only ~40% of bookings included it. Auditing each step of the booking journey revealed that users rarely noticed its value, and when they did, the package did not reflect how they actually travelled.

Two core problems were identified across four touchpoints:

Problem #1: Unaware of All-in Package Benefits

1

Search Result Page: Users focus on the vehicle itself; fewer than 20% click on the All-in Package at this stage.

→

The package’s value goes unnoticed early in the journey

2

Product Detail Page: Users only see details for the selected package (Regular or All-in), with no way to compare benefits.

→

Without a comparison, skipping All-in carries no sense of loss

3

Booking Form Page: The All-in Package’s value is not highlighted, and fewer than ~5% of users select the option.

→

The final opportunity to communicate its value is missed

Problem #2: All-in Package Mismatch with User Needs

4

Mismatch in Area Coverage: ~75% of users stay within Area 0, yet coverage up to Area 2 significantly inflates the price, and “Fuel for IDR 200,000” translates to a different distance for each car.

→

The package feels oversized, overpriced and ambiguous

Users, the business and the product team each had a stake in the All-in Package. Before ideating, I documented each group’s needs so the redesign could serve all of them.

Using a WHO / WHAT / WOW framework, we defined a North Star: travellers who want to explore many places without worrying about additional costs. This led to two concepts: purchasing the All-in Package in a single click, and the flexibility to choose individual add-ons as needed.

Each concept was explored through two alternatives

I facilitated a workshop with Business Intelligence, Commercial, Design, Product Managers and Tech Leads to align on the problem and review both concepts. The key challenge was balancing profitability goals with simplicity for users. Two findings reshaped the package: capping fuel at a fixed amount (120km or IDR 200,000) was not meaningful to users, and Area 0 to 2 coverage added unnecessary complexity. Together with the Business team and vendors, we restructured the All-in Package around Area 0 with unlimited fuel.

We tested both concepts with Car Rental users, and the findings reshaped where the offer should appear.

CONCEPT 1 · PACKAGES ON THE PRODUCT PAGE

Car Only, All-in and Fuel packages presented side by side while users are still reviewing the car.

CONCEPT 1 VS CONCEPT 2

Packages were easier to build and communicated value clearly; add-ons offered flexibility but were easier to skip, less profitable and slower to build.

Following testing, Concept 1 was selected: the All-in Package now sits on the product detail page, restructured around Area 0 with unlimited fuel. The proposal rests on a single hypothesis: once users can clearly see what the All-in Package offers, more of them will choose it. To reinforce this, the page presents three packages, with the Fuel Package acting as a decoy that positions All-in as the best value.

The new design will increase the All-in Package take-up rate because users can now see the benefits of the All-in Package. Car Only, All-in and a Fuel Package decoy presented side by side on the product detail page, with All-in highlighted by default.

• Highlight the user’s loss: Car Only is shown first, with its exclusions clearly marked, so skipping All-in feels like giving something up.
• Highlight “cheap & best value”: A savings badge and slashed price position All-in as the best deal rather than an additional cost.
• Social proof: “70% of tiket.com users chose All-in Package” signals that other renters trust it.
• Right-sized coverage: Unlimited fuel within Area 0, where ~75% of users travel, makes the benefit tangible and the price fair.

A four-week A/B test compared the revamped All-in Package against the original flow.

During this project, I learnt that:

• A long project can be deeply rewarding when the impact is this clear
• Working with multiple stakeholders requires being proactive, understanding their needs and filtering feedback
• Fresh perspectives matter: feedback from our VP of Design and the UX Writing team revealed blind spots

Beyond the interface, I also:

• Restructured the All-in Package itself, together with the Business team and vendors
• Presented the results to stakeholders across Product, Commercial, Design and Tech

Special thanks to my main collaborators
Thank you to everyone I worked with on this project

• Non-Flight Transportation team, including Product Designers, UX Writers, UX Researchers and Illustrators
• Product Managers, Business Intelligence and the Commercial team
• Tech Leads and our Car Rental vendors