Traveloka Flight Online Check-In
Organization: Traveloka (2017)
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As an interaction designer, I held the following responsibilities:
• Envisioned the ideal state of web check-in experience
• Created the value proposition
• Defined the product concept and created the wireframes
• Delivered the first version of the UI
• Conduct both concept and usability testing
• Helped define the success metrics
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Christian Nugroho (Product Manager), Sabrina Anggraini (UI Designer), Abel Kelsey (Interaction Designer), Jacqueline Elizabeth (Product Copywriter).
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Traveloka is the leading Online Travel Agent (OTA) in Southeast Asia with top market positions in Indonesia, Thailand, and Vietnam. The company pivoted to be a Lifestyle Platform in 2019, where it strives to provide a comprehensive set of services to further enrich travelers’ experience beyond Flights and Hotels.
https://www.traveloka.com/en-id/
Problem Overview
Flight check-in is a simple activity that is often overlooked. An unsatisfying check-in experience could cause stress due to the possibility of failing to board the flight.
We learned that travelers do online check-in to mitigate mentioned risks. However, the online check-in feature provided by the airline is too much of a hassle and ends up left unused by the travelers.
Solution
The core idea for our solution is to help the process fulfill online check-in as mindless as possible. To do that, we came up with the following value propositions:
Concise Information and Simpler Interaction
The web forms are pre-filled based on travelers' purchase data to minimize tasks. The interactions, TnCs, and boarding instructions are standardized across all airlines to eliminate relearning efforts and ensure the delivery of critical information.
Secure Flight-related Matters Easily
With the addition of Web Check-In, Travelers could conduct more flight-related matters in one app, including seat selection and in-flight food purchase.
Never Miss Web Check-in Again
The check-in feature is strategically placed on the page that users often access before their trip (E-Ticket). A reminder for web check-in is deployed to help users check in at the earliest.
Impact
The adoption of this feature was quick. We started at 15% daily usage (from all travelers who fly with tickets bought from Traveloka on a day) in the first month (released in early 2017) and continually increased until late 2018.
On top of that, this feature opened up a new revenue stream, sales of ancillary services, such as paid seats and food.
Links
https://www.traveloka.com/en-id/checkin