PROJECT - Alternate interaction pattern for cross-selling more travel products in checkout.

PROBLEM - When a customer buys a flight on Expedia, they are given an opportunity to bundle/buy more products for their trip at a great price, there by saving customers money. In the current experience, the cross-sell, just appears as a complete screen take over on top of the checkout or itinerary page, while a customer is completing another task. The cross-sell only displays one product type to cross-sell. This experience is extremely disruptive; customer loses orientation of where they are and this causes abandonment = lost $$.

SOLUTION - To improve the user experience I looked at multiple patterns that would be effective in solving the customer problem and leading to higher cross-sell revenue.

Explored the drawer pattern, which slides up from the bottom to takes over less than half of the screen. The customer can still the screen they were on, they can still scroll and interact with it. They don’t lose their orientation of where they were, and they can easily dismiss it. Adding tabs helped showcase multiple products offering instead of just one, giving the customer more options to bundle and save.

Also, explored the modal pattern which appears on top and can be dismissed easily, it still keeps the customer’s orientation, as they can still see the screen they were on. The multiple product tabs help show the breath of inventory and under each product there are 3 deals displayed with options to see more. This fulfills the user need as they get to a sample of breath of inventory and multiple ways to save.

RESULT - I created InVision prototypes for both these design and interaction patterns, and they were tested in the lab. The design with the drawer pattern was preferred more than the modal. It is currently being built to go live.