#SaaS
#web
Form-Page Optimization
Form-Page Optimization
Form-Page Optimization
Form-Page Optimization
Form-Page Optimization
Form-Page Optimization
Increase conversion rate by 2% within 1 month
Increase conversion rate by 2% within 1 month
Increase conversion rate by 2% within 1 month
Increase conversion rate by 2% within 1 month
Increase conversion rate by 2% within 1 month
Increase conversion rate by 2% within 1 month
Background
Background
Trip.com Group is a global online travel platform serving users in 200+ regions with end-to-end services across flights, hotels, trains, car rentals and experiences. As a UX Designer on the Trip Car team, I focus on improving the international car rental journey. One major initiative involved redesigning the reservation form page, which showed the highest exit rate and longest dwell time across the flow.
Trip.com Group is a global online travel platform serving users in 200+ regions with end-to-end services across flights, hotels, trains, car rentals and experiences. As a UX Designer on the Trip Car team, I focus on improving the international car rental journey. One major initiative involved redesigning the reservation form page, which showed the highest exit rate and longest dwell time across the flow.
Current Problems
Current Problems
1
Low efficiency to verify
We have identified a significant pain point regarding data accuracy and redundancy. Currently, the system struggles with address misinterpretations, leading to unclear pick-up/drop-off instructions. This inefficiency forces users to manually verify the same data multiple times, creating unnecessary friction.
1
Low efficiency to verify
We have identified a significant pain point regarding data accuracy and redundancy. Currently, the system struggles with address misinterpretations, leading to unclear pick-up/drop-off instructions. This inefficiency forces users to manually verify the same data multiple times, creating unnecessary friction.
1
Low efficiency to verify
We have identified a significant pain point regarding data accuracy and redundancy. Currently, the system struggles with address misinterpretations, leading to unclear pick-up/drop-off instructions. This inefficiency forces users to manually verify the same data multiple times, creating unnecessary friction.
2
High effort to complete
While nearly half of our rental users (42.5%) are flight travelers, the entry point for pre-filled travel info is easily overlooked. The subtle icon design leads to low engagement, resulting in only 6.73% of users interacting with this high-value shortcut.
2
High effort to complete
While nearly half of our rental users (42.5%) are flight travelers, the entry point for pre-filled travel info is easily overlooked. The subtle icon design leads to low engagement, resulting in only 6.73% of users interacting with this high-value shortcut.
2
High effort to complete
While nearly half of our rental users (42.5%) are flight travelers, the entry point for pre-filled travel info is easily overlooked. The subtle icon design leads to low engagement, resulting in only 6.73% of users interacting with this high-value shortcut.
Goals
Goals
1
Enhance Information Precision & Transparency
Clearer display of Vehicle Name, Picture, Location, and Supplier Logo to provide a high-clarity comparison at a glance.
1
Enhance Information Precision & Transparency
Clearer display of Vehicle Name, Picture, Location, and Supplier Logo to provide a high-clarity comparison at a glance.
1
Enhance Information Precision & Transparency
Clearer display of Vehicle Name, Picture, Location, and Supplier Logo to provide a high-clarity comparison at a glance.
2
Increase the utilization of pre-filled data for the high-value "Rental" user segment.
Seamlessly connect the 42.5% of flight users to their car rental needs by making the data-syncing shortcut impossible to miss.
2
Increase the utilization of pre-filled data for the high-value "Rental" user segment.
Seamlessly connect the 42.5% of flight users to their car rental needs by making the data-syncing shortcut impossible to miss.
2
Increase the utilization of pre-filled data for the high-value "Rental" user segment.
Seamlessly connect the 42.5% of flight users to their car rental needs by making the data-syncing shortcut impossible to miss.
3
Minimize Cognitive Load & Redundancy
Create a frictionless checkout flow that respects the user's time.
3
Minimize Cognitive Load & Redundancy
Create a frictionless checkout flow that respects the user's time.
3
Minimize Cognitive Load & Redundancy
Create a frictionless checkout flow that respects the user's time.
Solutions
Solutions
1
Highlight key info, reduce cognitive load.
We have identified a significant pain point regarding data accuracy and redundancy. Currently, the system struggles with address misinterpretations, leading to unclear pick-up/drop-off instructions. This inefficiency forces users to manually verify the same data multiple times, creating unnecessary friction.
1
Highlight key info, reduce cognitive load.
We have identified a significant pain point regarding data accuracy and redundancy. Currently, the system struggles with address misinterpretations, leading to unclear pick-up/drop-off instructions. This inefficiency forces users to manually verify the same data multiple times, creating unnecessary friction.
1
Highlight key info, reduce cognitive load.
We have identified a significant pain point regarding data accuracy and redundancy. Currently, the system struggles with address misinterpretations, leading to unclear pick-up/drop-off instructions. This inefficiency forces users to manually verify the same data multiple times, creating unnecessary friction.
2
Reduced Cognitive Load ＆ Efficiency Boost
Simplify the flow with one-click pre-fills and instant, on-page edits.
2
Reduced Cognitive Load ＆ Efficiency Boost
Simplify the flow with one-click pre-fills and instant, on-page edits.
2
Reduced Cognitive Load ＆ Efficiency Boost
Simplify the flow with one-click pre-fills and instant, on-page edits.
3
Strengthen Visual Hierarchy
Simplify to Amplify: By removing the noise, I amplify the signal.
3
Strengthen Visual Hierarchy
Simplify to Amplify: By removing the noise, I amplify the signal.
3
Strengthen Visual Hierarchy
Simplify to Amplify: By removing the noise, I amplify the signal.
Outcomes
Outcomes
1
Manual name input reduced by 55%.
Optimizing the experience for the 42.5% flight user segment via smart pre-fills directly addresses the current low engagement (6.73% CTR), tapping into a massive underutilized conversion pool.
1
Manual name input reduced by 55%.
Optimizing the experience for the 42.5% flight user segment via smart pre-fills directly addresses the current low engagement (6.73% CTR), tapping into a massive underutilized conversion pool.
1
Manual name input reduced by 55%.
Optimizing the experience for the 42.5% flight user segment via smart pre-fills directly addresses the current low engagement (6.73% CTR), tapping into a massive underutilized conversion pool.
2
Increase conversion rate by 2% within 1 month
Consolidating critical policies and store data reduces user anxiety, fostering the trust necessary to complete high-intent transactions within a single session.
2
Increase conversion rate by 2% within 1 month
Consolidating critical policies and store data reduces user anxiety, fostering the trust necessary to complete high-intent transactions within a single session.
2
Increase conversion rate by 2% within 1 month
Consolidating critical policies and store data reduces user anxiety, fostering the trust necessary to complete high-intent transactions within a single session.
