APT Promotions Selection
An initiative that was prioritised was allowing customers to select and combine different trip promotions during their booking process on the website. Data showed there was low up-take during the old experience so we wanted to design a clearer and simpler experience to increase up-take.
Quick discovery/identifying pain points
I wanted to understand what were the pain points in the old experience. What things did people not understand in relation to promotions? I sketched a quick journey map and reviewed the old experience to identify possible pain points and moments of friction. I got additional input and validation from stakeholders and the cross functional team.
Ideation
Next, I did some rapid sketch ideation and presented these to the squad to firstly validate these as potential solutions but to also start prioritising in terms of tech/customer/business value.
Wireframe, Prototype and Testing
The outcomes of ideation informed the wireframes and prototypes I designed. I then recruited, planned, prepared and conducted user testing.
Synthesis and outcomes
I performed synthesis and then produced a report of findings and insights. A lot of insights around language, how promotions were being presented and how customers found certain UI on the old experience confusing and ambiguous. The findings and prototype formed a catalyst for the next phase of this project.
