Booking Flow Optimization for Fewer Drop-offs

Design Project · 2024 · Cologne

**Short Overview** Optimization of the multi-step booking flow, reducing the number of required inputs, clarifying progress, and unifying the experience between web and mobile. **Problem Statement** Analytics showed significant drop-off between room selection and guest details, especially on mobile. Users were surprised by unexpected fees, and business travelers had to re-enter data that already existed in their profile. **Goals** - Reduce drop-off between selection and payment - Show total price and policy transparently at each step - Speed up checkout for returning users **Role & Responsibilities** Product Designer, leading UX and interaction design across web and native apps. **Design Process** - Funnel analysis and session-replay reviews - Wireframe iterations of a compressed 2-step flow vs. a linear 3-step flow - Usability testing with returning and first-time users - A/B test plan defined with the growth team **Key Design Decisions** - Inline validation, minimal required fields, and smart defaults from user profile - Persistent price and policy summary in a fixed side panel / sticky footer - Guest checkout supported without forcing account creation **Impact / Expected Outcomes** - Projected +8-12% booking completion rate - Reduced average booking time by ~35% - Improved perceived transparency in post-booking surveys **Skills Demonstrated** Funnel optimization, interaction design, form design, experimentation planning. **Platforms** Web and Mobile