Adriano Kono - Tajawal

Goal.

Improving the mobile app experience in order to get a +4 stars rating and increasing the conversion rate by finding the usability problems.

Contributions.

Research
User flow
Wireframe
User Interface
Prototype
Usability testing
Validation
Design System

Work.

Tajawal users are much more focused on mobile experience than desktop, meaning that around 75% of the total booking happen in the app. Because of that, the goal was to discover the usability issues on mobile version that the users were facing, in order to increase the conversion rate.

Starting from an usability testing, was clearly that the users were having a problem to fill the form on passenger detail and checkout screen. Using the mobile keyboard to fill several fields is definitely not a pleasure to anyone.

It was also possible to detect from the same usability testing that many users were facing the error called “session expired”, meaning that after 10 minutes, you have to restart the search and redo the same process of filling the form.

After analysing the current passenger details and checkout screens, I listed all the interaction frictions, and I have focused on reducing them as maximum as I could, in order to decrease the time spending in both screens, avoiding the “session expired” error that was causing a lot of frustration.

Usability issues on previous screen.

Repetitive information, such as first name, middle name, last name, full name and title.
Native pickers for selecting title, date of birthday, document type and expiry date make the process much slower.
Native keyboard has no button to access the next field. Instead, it has the button “Done”, which hides the keyboard, forcing users to tap on the next field and causing even more usability friction.

Improving the usability on the new screen.

Kept only 1 field for first name and last name.
Changed all pickers into buttons or input via numerical keyboard, such as title, date of birthday and expiry date.
Reduced from 18 to 11 fields in total.
Added scan passport feature for auto-fill the form.
Added save traveller information toggle to reuse the passenger data for the next time.
Native keyboard with “Return” button instead of “Done”, making the transition between the fields smoother.

Outcome.

We drastically reduced the time spending on the passenger and checkout screen, leading to a very high Conversion Rate both for flight and hotel bookings. We also increased the number of app downloaded by 32%.

+40%

CR for flight bookings

+48%

CR for hotel bookings

5

out of 5 stars rating and featured by Apple in the Today’s AppStore

03.

Tajawal.