Package Module's Home
Package was one of Wing On Travel's modules, serving as an online platform for users to discover and book travel packages. This revamping project aimed at modifying the existing UI and user flows to improve product features, increase overall user experience, and boost the conversion rate.
- Category UX Design, UI Design
- Company Hong Kong Wing On Travel Service Limited
- Industry Travel & Tourism
- Launch Date May 2018
My Duties
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User research
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User flow mapping
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Interaction design
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Visual design
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User-centered design
Challenges Faced
The original interface was overloaded with information, making it difficult for users to navigate and find relevant content. Important features were also not prominently displayed, causing users to overlook key elements. Furthermore, the search function was ineffective due to having two location search fields on the same page. This redundancy confused users, making it challenging to understand which input box to use. In short, the user experience was subpar, leading to high bounce rates and low retention.
Solutions
The revamp involved reorganizing content into well-defined sections, utilizing visuals effectively, and most importantly enhancing the search functionality. To compare the two search fields, the click rate was tracked, revealing that the search field above the top banner had a click rate close to zero. As a result, the decision was made to remove this search field in the new design, streamlining the user experience and focusing on the more effective search option.
Project Outcome
Following the redesign, user engagement metrics improved significantly. Noteworthy was the new promotion section, which allowed users to easily find and take advantage of special offers. Furthermore, users reported a smoother experience, leading to increased bookings and inquiries. Overall, the transition resulted in higher user satisfaction and better business outcomes.
Revamped Design
Original Design
