Lewis travel - feedback redesign
A responsive web redesign to increase customer satisfaction metrics for a travel startup.
Lewis was a travel planning startup that built personalized itineraries for weekend travel.
To improve customer satisfaction, I redesigned the preference feedback flow. This led to a 67% decrease in itinerary revision requests, a key customer satisfaction success metric.
SKILLS
User research & testing
Wireframing
Prototyping
High fidelity designs
THE PROBLEM
Why was our revision rate so high?
After 2 months of sales, we saw that 20% of customers were requesting revisions once they received their itinerary.
DISCOVERY & INSIGHTS
10 user interviews and questionnaires
I looked at our user feedback questionnaires and tested 10 participants to observe how they moved through our current flow.
A few key insights, specifically regarding our itinerary review flow:
01 75% of our customers came to our site through mobile
02 4/10 test participants expressed confusion during the itinerary review
03 4/10 test participants did not interact with any option on the itinerary review
04 7/10 test participants did not scroll to the end of a page before moving on
What was wrong with the itinerary review experience?
The itinerary review was how users gave us feedback on activities that they were or were not interested in. Users reviewed their itineraries via our tabs and favorited or unfavorited the activities they were interested in.
We identified a few specific issues with the design that were causing confusion & disconnect:
FINDING A SOLUTION
How might we encourage users to engage in more active feedback?
We heavily relied on the user feedback from this experience to personalize the itineraries. The current design was not allowing for an accurate representation of user preferences. We needed to figure out: How might we encourage users to engage in more active feedback?
Key takeaways to inform the new design:
01 Our experience should be designed mobile-first
02 We need more guardrails in place to guide a user through every preference
PROTOTYPING & TESTING
Testing 2 design solutions
After brainstorming sessions with my co-founder (a product owner), we settled on 2 potential designs that fit our criteria:
Results from user testing 7 people
The testing quickly showed us the winner: Design 1 continued to leave users with questions and less engagement. While users went through Design 2 more intuitively and the flow forced users to engage with every option.
A snapshot of our test results for Design 2:
01 7/7 test participants engaged with every activity
02 6/7 test participants expressed they had a good understanding of their itinerary
A mobile first, user-guided experience
After we launched the new experience, we saw a 67% decrease in our itinerary revision rate. Furthermore, the revisions we did see were not as intensive. This redesign was a strong example of always listening to our users: this led to a more intuitive and enjoyable user experience, which ultimately drove user satisfaction, engagement and loyalty.
