Context
The ancillaries page appears on many flows: the purchase flow, the management flow and the check in flow. Passengers can buy ancillaries at any stage of the journey. In all the flows the user got confused, because the visual language of the page was very different from the visual language of the adjacent pages, and the action was not clear (purchase ancillaries). Besides, when the user chose one ancillary, he was directed to another page, interfering on the purchase flow. We simplified the page by creating smaller components that opened drop down panels and kept the user on the same page. My role: Chapter Leader UX/UI, Designer: Fernanda Cardenuto.
Challenge
The challenge was to raise ancillaries sales and to retain users to finalize the purchase flow. The page was redesigned for desktop and responsive mobile.
Discovery
Insights during the discovery phase:
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The seat map should still be a separate page for the complexity of its back end.
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There were some scenarios where we had to hide part of the ancillaries.
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We could use the same component to add and remove ancillaries for all the drop downs except for the seat map.
Delivery and results
We delivered the project in less 3 months and we are still testing to check conversion results. We expect to raise ancillaries revenue by 0,5%.
