Intro
At Ola we have a bunch of categories offered to the users. Each category stands for a different use case/ need of travel. Most of our users know the existence of these set of categories, but they keep booking the last booked category. Or if a better cab is found at a lower price, users book the lower priced cab. We do cross-sell categories to the user, the cross-sell category can be at a lower price/ same price/ greater price. The current cross-sell tool failed in converting users to the cross-sell category. Users failed to notice the cross-sell category and continued booking the category that they had preselected. I was given the responsibility to fix the issues in the cross-sell module.
Platforms Launched
iOS
Android
The Team
I worked closely with Aravind (Product designer), Teja (Product Manager), Sunit (Design Head) and the iOS, Android developers at Ola.
Timeline
The design phase took one week and the development took another two weeks, thus the improvement was launched within a month's time.
Task
I was assigned the responsibility to make the users know about the cross-sell category, educate them about the benefits they get with the cross-sell category and thus increase conversions. Also for users who have not tried a new category with a better experience, convert them to book the new category.
Ideation and Design
Options
1- The existing module can be reused and the cross-sell category information can be added to it. For eg. adding badges, value proposition etc.
2- Design a temporary component/ Repurpose an existing component that can talk about the cross-sell category.
After peer reviewing these of the options with the design and product team, I narrowed down to Option 2 was & 3 to build working prototypes that can be tested with users. We tested these two prototypes with a selected set of users in the organisation, to understand the effectiveness of the two options.
Option 3 worked best in terms of making the users understand the cross-sell category and also help them in cases where the cross-sell category is of the same price/lesser price than the earlier selected category.
Detailing
Another problem with the existing design was that, users in an urgency to book, failed to notice the cross-sell category, even when they got better deals. So I designed an animation to address this issue. I delayed the entry of the cross-sell category to grab users attention to the cross-sell category. Also with the introduction of the tool tip, animating the tool tip helped to move the users attention to the cross-sell category.
I also worked on designing the stickers that would go in the tooltips, for various use-cases. these stickers adds on to educating the user about a particular category. From the user testing exercise we found that the users did take the effort to read the stickers, thus understand the category.
Stickers designed for different use-cases.
Impact
We witnessed a 5% increase in the conversion in a span of 2 weeks time.
Thank you!
