Flights funnel optimization
My role:
Senior product designer
Main collaborators:
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Mobile traffic dominated, but the flights funnel leaked after search. Users hesitated on volatile prices and dense lists, especially on slower connections.
The Problem
Results loaded unevenly; fare rules were hidden; comparing options required memory work. Seat selection and add-ons added friction right before checkout.
The Solution
Introduced skeleton loading, sticky compare, and fare badges that surface rules early. We added a short price-lock window and simplified add-ons with progressive disclosure.
The Impact
Conversion lifted on mobile, bounce from results dropped, and support tickets about fare rules decreased—users felt more certain and moved faster.