Improving Train’s Booking Form 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 Train Users
• Impact x Implementation Matrix
• How Might We Framework

These efforts resulted in a:

• +2.12 % increase in Train's Booking Rates.
• 90% users filling in Passenger Details.

Here's how the story goes ▼

tiket.com is a South-east Asia's Travel unicorn, serving 52+ millions active users. Offering 10+ travel solutions like Flights, Hotels and Trains.

After releasing our new Train Booking Form designs in early 2023, we found that 62.5% of users dropped off after the first page.

To address this, our team first conducted the following methods to identify potential problems:

• Deep User Behaviour Analysis through Amplitude
• Live Usability Testing on Train Users

After identifying potential issues, I facilitated an ideation session with key stakeholders (Product Managers, Tech Leaders, Commercial, and Business Intelligence teams) to gather data and brainstorm potential solutions.

We then used an Impact x Implementation Matrix to prioritize high-impact problems, leading us to focus on the three issues below.

Train users compare prices across OTAs and seek a final price breakdown before payment, but our design only provides this on Booking Form Page 2, which users view as a barrier.

Train users often mistake the countdown in our Booking Form for payment duration rather than booking process duration, leading to concerns about accidental bookings and higher drop-off rates.

Participants see the passenger detail form as a barrier to accessing the final price breakdown, so evaluating its accessibility is crucial to avoid user frustration and incomplete transactions.

We improved 3 main aspects of our Train Booking Form.

We removed the booking countdown to prevent early drop-offs and added a stepper to visually guide users through the booking steps before payment.

By testing different copywritings & icons during usability tests, the new wording uses "Fill" to invite users to enter passenger details, and the pencil icon indicates information to be filled or edited.

We added a price breakdown entry point to provide users with full transparency on ticket prices and service fees before proceeding. This allows users to easily compare prices with other OTAs.

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 - Lia, Nindya, Yossie, Misbeh, Ryan S
• Product team - Alwan, Agung, Yocky, Babas
• Commercial Team - Julian, Hendi & Caca
• Tech Leads - Adhy, Endy, Fakhri & Setiady
• and many more others.