Problem

1. Losing users who book round-trip tickets and end up buying only one way or not buying at all

2. Decreased conversion to purchase from booking.

Research

We identified the core cohort of users that drive 80% of the revenue in the product and tracked their actions.

It turned out that most of them book a lot of round-trip tickets, but only buy one way: either a return ticket or a round-trip ticket.

A hypothesis was born that people monitor prices on different apps and buy where it's cheaper, despite their loyalty.

Solutions

We didn't start making a loyalty program right away - it was quite expensive for the business. First we tested a few other solutions, and I'll tell you about one of them.

We added price recommendations for other days on the search results - it showed cheaper offers.

Ran an A/B test to check user response - yes, people moved to neighboring dates, but didn't buy anything.

Beggining

In the end, my product manager and I quickly sketched out the concepts of the loyalty program and went to present the solutions to top managers.

After the presentation we got the go-ahead for further development.

Competitor analysis

An important stage, during which we studied how other products use loyalty program and what services and bonuses they offer to customers.

First of all, we wanted to add gamification :)

User Flow

Each of the 5 levels of the loyalty program had different perks and points were awarded differently.I needed to figure out how to show this to the user so as not to break their experience with the usual ticketing experience.

To do this, I made a flowchart for a person who logged into the app for the first time and doesn't know anything about it yet, as well as for an experienced user who is already logged in and has already made purchases.

Design

At each stage you had to show people that they could get diamonds to go up the levels, but also not to forget about perks and cashback.

It was also necessary to show what exactly a person would get for participating in the loyalty program - we gave discounts and free extras, as well as cashback for buying tickets.

Customer Journey Map

After the release, I tried the loyalty program on myself - I went through a full-fledged user flowchart and compiled a CJM, the failed parts of which served as the basis for new hypotheses.

Link to CJM

After these hypotheses I translated them into tasks, and the sales manager prioritized them and added them to the backlog - the work continued.

Results

After two months behind we started looking at analytics and changes in buyer behavior.

It was too early to talk about grandiose results, but in the first stages it became clear that people were interested in the loyalty program.

The users we called "sleepers" began to log in and even buy to get cashback.

A nice bonus for the designer's heart

Already after the release it was possible to make small edits to the design and improve the appearance, because the development was on a tight schedule.

Now the loyalty program looks like this in the interface.

I also found an illustrator to create a mascot, and we did a full-fledged work with him to develop a character for gamification.