MARCH 2017
LINK TO MOBILE WIREFRAME
LINK TO MOBILE PROTOTYPE
When tasked with revising KAYAK's payment flow, I began looking at trends in the e-commerce and travel space and doing research around best practices for checking out on mobile web and app interfaces. I found the best ways for users to checkout is for them to digest information and forms in smaller chunks and in a stepped, progression-like flow rather than having all of the tasks on one screen. At the time, KAYAK had call to actions on their once checkout summary page, which relied on users knowing where to tap to enter in different aspects of the payment process which can be problematic especially on small screens.
Revising this process to a stepped flow not only made it easier for users to enter their information and guided them through the experience, but also prevented errors as they didn't have too many tasks on one page. Once implemented, this new flow increased conversions by 4% and revenue by 2.5% and overall made the booking and payment process much easier.
