2020
ClickBus
Travel Insurance
TEAM
Marina Neta
Barbara Del Rei
Priscila Costa
Bruno Silva
CONTEXT
ClickBus is the leading e-commerce for buying bus tickets, partnering with over 130 bus companies in Brazil. This presentation showcases the redesign of the travel insurance acquisition flow.
ROLE
I led the user research and product design process, working closely with product managers and mobile developers.
challenge
The checkout process is a crucial step in the client's journey. At this stage, travelers have the opportunity to purchase travel insurance that can provide them with coverage in case of any issues that may arise during their trip. Many customers are unaware of this valuable service due to its low prominence on the product interface. Therefore, the hypothesis is that increasing its discoverability can help to promote the service.
business needs
ClickBus's revenue is limited by the regulated bus ticket prices in Brazil, which are established by the responsible agency. As a result, the company depends on the fee of 17% of the total ticket price for users buying tickets online to ensure the business's health. This fee is a major pain point for the business and travelers. To overcome this, ClickBus is constantly exploring new products and revenue streams, such as travel insurance that can be acquired during the checkout process, as shown below. Before this initiative, only 5% of travelers choose to acquire travel insurance when purchasing a ticket.
uncovering the problem
We conducted a card sorting activity with a group of travelers. The results confirmed our hypothesis that many customers were unaware of the option to purchase travel insurance. Additionally, the activity revealed that customers were uncertain about the ideal placement of the travel insurance option within the checkout flow.
One of the reasons for this uncertainty was the inadequate integration of the travel insurance component with the rest of the checkout process. The current design makes it appear as a separate and disconnected option, which leads to confusion among customers.
The similarity matrix provides insight into the frequency of topic groupings, with darker shadows indicating a higher number of occurrences.
findings
To gain a comprehensive understanding of the usability issues, we conducted a heuristic analysis and analyzed heatmaps and usage recordings. Combining these findings with the Fogg Behavior Model allowed us to gain a deeper understanding of the problem. Based on our analysis, our hypothesis were:
The trigger (or stimulus) for the person to add the insurance is insufficient/non-existent;
The non-monetary value of the insurance is not obvious and explicit, which does not generate the necessary motivation for adherence;
The effort involved (marking an opt-in) can be a barrier
wireframes
To enhance the checkout process, we began creating wireframes for a redesign of the entire checkout flow. Previously, the checkout process was presented on a single page, which could be overwhelming for some users. To address this issue, we strategically broke down the checkout process into smaller, more manageable steps.
By introducing friction intentionally, we aimed to encourage users to focus their attention on each step of the checkout process individually. This approach allowed users to make informed decisions and prevented them from feeling overwhelmed or rushed. By creating a more user-friendly checkout process, we can enhance the overall user experience and increase customer satisfaction.
usability testing
To evaluate the effectiveness of the proposed flow in enhancing the traveler's experience, we conducted an unmoderated usability test using Maze. The results indicated that the majority of users were able to navigate through the flow seamlessly, either by selecting to add or decline the travel insurance offer with ease.
first iteration
In order to increase the awareness and adherence to the insurance option, we arrived at the following solution:
• Creating a specific trigger for this feature by making the insurance enrollment step independent of the rest of the checkout and asking the user to decide whether or not to add the insurance (rather than leaving a default option).
• Increasing interest and motivation by explicitly outlining the advantages of purchasing the insurance.
• Enlarging the clickable area to facilitate the user's action (which increases the ability to complete the action).
impact
Our strategy was to initially introduce the solution to iOS users, as they constitute a smaller percentage of our user base compared to Android users. By testing the solution with a smaller group of users, we could minimize the potential impact of any issues or challenges.
Upon launching the solution, we observed a significant increase in acquisition, with the number of tickets sold with travel insurance quadrupling. Prior to the launch, only 5% of tickets included travel insurance. Following the implementation, this number rose to 17%, marking the initiative as a resounding success. Based on these results, we plan to roll out the solution to all users to provide greater value and peace of mind to our customers.
learnings & takeaways
Through the initiative, I gained a valuable lesson: a comprehensive understanding of the product, coupled with a keen eye for detail, is essential. This approach unveils opportunities to refine and improve the product, with seemingly minor details significantly impacting the end result.
Developing a strong rapport with developers was key to our success. Collaborating closely with them allowed us to identify and address constraints and limitations quickly, ensuring a timely solution launch.
