Traveloka
Traveloka
Traveloka
Iterate X-Sell experience in Booking Form - Part 1
Iterate X-Sell experience in Booking Form - Part 1
Iterate X-Sell experience in Booking Form - Part 1
Background
Background
The Traveloka Standard Booking Form (SBF) is a critical touchpoint in the customer journey where users finalize their primary purchase.
The Traveloka Standard Booking Form (SBF) is a critical touchpoint in the customer journey where users finalize their primary purchase.
This stage presents a valuable opportunity to introduce complementary products (cross-sell) that enhance the overall travel experience—such as hotel add-ons, transportation, insurance, and nearby activities. Previously, the cross-sell strategy within SBF was implemented in a fixed section slot, allowing additional products to be displayed but without an optimized structure for categorization and presentation. These are the gaps that we found:
This stage presents a valuable opportunity to introduce complementary products (cross-sell) that enhance the overall travel experience—such as hotel add-ons, transportation, insurance, and nearby activities. Previously, the cross-sell strategy within SBF was implemented in a fixed section slot, allowing additional products to be displayed but without an optimized structure for categorization and presentation. These are the gaps that we found:
Do our current categorization (chunk)—distinction between Ancillaries & Add Ons is the best way to offer cross-sell products? —Why reconsidering it is important for us?
Do our current categorization (chunk)—distinction between Ancillaries & Add Ons is the best way to offer cross-sell products? —Why reconsidering it is important for us?
In addition to solving the previous problem, chunking is a concept that originates from the field of cognitive psychology. UX professionals can break their text and multimedia content into smaller chunks to help users process, scan, and understand it better.
For example, a chunked phone number (+1-919-555-2743) is easier to remember (and scan) than a long string of unchunked digits (19195552743). —Nielsen Norman Group
Thus, we should criticize and re-question ourself whether the chunking-distinction between Ancillaries & Add Ons is the best way to offer cross-sell products, so that we can get these following advantages →
In addition to solving the previous problem, chunking is a concept that originates from the field of cognitive psychology. UX professionals can break their text and multimedia content into smaller chunks to help users process, scan, and understand it better.
For example, a chunked phone number (+1-919-555-2743) is easier to remember (and scan) than a long string of unchunked digits (19195552743). —Nielsen Norman Group
Thus, we should criticize and re-question ourself whether the chunking-distinction between Ancillaries & Add Ons is the best way to offer cross-sell products, so that we can get these following advantages →
Clear Differentiation
Clear Differentiation
By chunking products into distinct categories or sections, each product is given a clear identity and purpose. This differentiation makes it easier for users to understand the unique value of each product—help to avoid unnecessary functionality competition.
By chunking products into distinct categories or sections, each product is given a clear identity and purpose. This differentiation makes it easier for users to understand the unique value of each product—help to avoid unnecessary functionality competition.
Easier Cognitive Load
Easier Cognitive Load
Breaking down information into chunks aligns with cognitive processing capabilities. Users can grasp the offer meaning quickly, leading to a more efficient user experience. Also users are more likely to engage with content that is easy to understand.
Breaking down information into chunks aligns with cognitive processing capabilities. Users can grasp the offer meaning quickly, leading to a more efficient user experience. Also users are more likely to engage with content that is easy to understand.
Reduce Component Blindness
Reduce Component Blindness
When information are chunked, they are visually distinguished from one another, making it easier for users to process and locate relevant information. This make them quickly identify the purpose and importance of each component, increase the willingness to give more attention to the component.
When information are chunked, they are visually distinguished from one another, making it easier for users to process and locate relevant information. This make them quickly identify the purpose and importance of each component, increase the willingness to give more attention to the component.
Space Optimization
Space Optimization
It force us to create more organized layout that maximizes the use of screen real estate. This consolidation minimizes visual clutter and allows for a mindful arrangement without overwhelming users.
It force us to create more organized layout that maximizes the use of screen real estate. This consolidation minimizes visual clutter and allows for a mindful arrangement without overwhelming users.
—What products that are able to be offered to help us considering the categorization?
—What products that are able to be offered to help us considering the categorization?
Is there any better* categorization (chunk) that can help user in their decision making and more engaged with cross-sell offers?
Is there any better* categorization (chunk) that can help user in their decision making and more engaged with cross-sell offers?
Then, how to to display the chunks or categories?—to distinguish each categories & enhance user decision-making?
Then, how to to display the chunks or categories?—to distinguish each categories & enhance user decision-making?
Category Amount
We should restrict ourself from grouping in too many chunks.
There has been some discussion around what the maximum number of chunks that can be processed by short-term memory. Recent research* suggests that the magic limit is four plus/minus one.
*The Magical Number Four in Short-Term Memory: A Reconsideration of Mental Storage Capacity” by Nelson Cowan, Behavioral and Brain Sciences, 2001.
Category Amount
We should restrict ourself from grouping in too many chunks.
There has been some discussion around what the maximum number of chunks that can be processed by short-term memory. Recent research* suggests that the magic limit is four plus/minus one.
*The Magical Number Four in Short-Term Memory: A Reconsideration of Mental Storage Capacity” by Nelson Cowan, Behavioral and Brain Sciences, 2001.
Visual
Before we jump into the visual solution, we need to understand that every product has its own way of being sold. For example, insurance is very different from travel activities.
For insurance, users first need to understand why they need it, then learn about the benefits, and only after that can they decide whether to buy it or not.
On the other hand, travel activities rely more on visuals to help users imagine what the experience will look like.
In-page view
