PLUS
The project aims to address one of the primary concerns related to service fee on fluege.de that is included during flight bookings. To provide better pricing options for users, PLUS membership has been introduced, which offers numerous benefits.
DURATION
6 weeks
(Feb 2023)
COMPANY
Invia Flights
TEAM
UX/ UI Designer -
My role
Frontend Developer
Backend Developer
iOS Developer
Android Developer
QA Engineer
Product Owner
PLATFORMS
This Feature has been successfully rolled out 100% throughout the fluege.de :
Website
Web App
Android App
iOS App
OVERVIEW
Background
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For the past few years, we faced many issues with the presentation of flight prices on our website due to the service fee and discount offered to brand card customers.
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Despite making numerous improvements, we have been unable to offer the expected prices to our users.
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The only viable solution we found is to implement a PLUS price model, which provides discounted prices on the service fee.
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In August 2022, we introduced the PLUS price model on our legacy platform, which has been performing well.
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As a result, we plan to introduce the PLUS price model on our new website and mobile apps as well.
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​Fluege.de charges a service fee for providing comprehensive German-language customer service, ensuring the highest safety standards, and facilitating the search and switching of flight connections across numerous airlines worldwide during reservation.
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With the introduction of the PLUS price model, it allows users to easily become PLUS members and enjoy various benefits which can drastically increase the conversion rate.
PROCESS
Product Development methodology
We adopted the Shape Up process as our product development methodology, with clearly defined six-week cycles. During each cycle, our team (including front-end developers, back-end developers, QA specialists, and product designers) works collaboratively to achieve specific goals and prioritize tasks based on their level of importance in the project. Our focus on collaboration enables us to release successful projects within each iteration.
SHAPING
BETTING
BUILDING
Kickoff
We determined the direction for the project, established effective modes of communication, clarified our roles based on the pitch, and formulated plans to delve deeper into scope discovery.
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Scope Discovery
​During the scope discovery phase, we began by redefining the user flow that was previously utilized for PLUS integration on our legacy website. In addition, we defined individual tasks, identified potential roadblocks for the project, and established our goals for the next steps.
FINAL SCREENS
Select a flight offer
PLUS membership is advertised prominently on the home page, as well as near the flight offers, to make it easy for customers to become members. As part of this project, several new features have been added:
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Plus Banner on the home page and offer page showing the benefits and also provides a link for the user to easily become a PLUS member.
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changes to the presentation of flight offer boxes to cater to different use cases.
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warning messages for Plus members if their coupons are exhausted.
Search
Select Flight
Personal Details
Payment
Confirmation
Use case 1 : Milestone 2- Version 1
User has not logged-in and also not a PLUS member
Previous flight offer screen
Current screen
Use Case 2:
User is a PLUS member with open discounts:
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The price display for Plus membership varies depending on the use case.
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A strikethrough of the regular price is provided for Plus members for comparison.
Use Case 3:
User is a PLUS member but there are no PLUS discounts left:
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When the user has used up all their discounts, they will be switched to the normal price.
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A warning message will be displayed to notify the user of the change.
Cart
User is a PLUS member with active PLUS coupons.
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Service fee is reduced from the cart due to active PLUS coupons.
Initiating the payment
If a user reaches the end of the booking funnel without logging in, we offer specialized handling. We inform them of their selection of the Plus price option and provide the convenience of switching back to the regular price or logging in to their account, even while completing the payment process.
Search
Select Flight
Personal Details
Payment
Confirmation
Log-in screen appears and the user logs-in successfully.
Use Case :
User has chosen PLUS Price but not logged-in:
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Now the user is at the payment step.
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The user has selected the plus price, filled in all payment details and clicked on the payment button.
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If the user has not logged in at this stage, they are prompted with a login option.
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The user is presented with the option to shift to the normal price or log in to the plus account to receive PLUS discount.
Use Case :
User is a PLUS Member and has open discounts:
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After the user logs in successfully, a dialog box is displayed.
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The dialog box confirms the successful login to the user.
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The user can proceed with the payment by clicking on the CTA within the dialog box.
Receiving the confirmation
Confirmation
Search
Select Flight
Personal Details
Payment
Use Case :
User is a PLUS member and used one of the PLUS discount:
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On confirmation screen we provide updates on their available discounts and savings.
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Users can easily track the number of discounts remaining.
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Users also receive a confirmation email with the same information.
User Test
During the user test of the price presentation, we identified issues mainly with the smaller font used for the normal price, which posed difficulties for users. In response to this feedback, we enhanced the normal price presentation in line with user pain points.
Current screen
Improvements after the user test
RESULTS
Outcome of the project
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The project's targeted KPIs are sales conversion rate, net revenue, product take rates, and discount usage, which are performing well.
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PLUS project was planned to be enhanced further after this MVP with different split groups with varying changes in display logic and presentation.
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PLUS is rolled out to 100% of the users.
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We have 4000+ PLUS members in 2 months.
