Enhancing Booking and Payment Experience at Rukita
Rukita's booking process faced issues with complexity, unclear pricing, and no split payment option. By simplifying checkout, adding split payments, and improving pricing transparency, the redesign boosted bookings by 30%, cut checkout time by 50%, and reduced support inquiries by 40%, enhancing user experience and conversion rates.
Date
June 2023
Role
Product Designer
Company
My Role
As a UI/UX Designer, I was responsible for improving the user experience in the booking and payment process. The primary focus of this project was to reduce friction in the checkout flow and increase the conversion rate.
Problem Identification
Key Issues
Through data analysis and user feedback, we identified several challenges in the booking and payment flow:
Overly lengthy and complex checkout process → Many users abandoned their booking at the data entry stage.
No split payment option → Users who wanted to share the payment with friends found it difficult.
Lack of transparency in additional costs → Some users felt unclear about pricing details and extra fees.
Supporting Data
30% of users dropped out of checkout after the data entry stage.
60% of users expressed interest in a split payment option.
20% increase in customer support inquiries regarding pricing details.
Design Solutions
1. Simplifying the Checkout Process
Previously, the checkout process had five steps: Select Room → Enter Details → Confirm → Choose Payment Method → Pay.
Implemented Changes:
Combined the data entry and confirmation steps into a single page.
Introduced an autofill option to speed up data entry.
2. Introducing a Split Payment Feature
Users can now split payments with friends directly through the app.
Implemented Changes:
Added a "Split Payment" option on the payment page.
Integrated an automated system to divide the bill accordingly.
Moving complex tenant data at the end after payment actually improves checkout significantly because the user is not required to put in a lot of effort in the checkout flow.
3. Enhancing Pricing Transparency
We improved pricing details on the payment page to provide better clarity.
Implemented Changes:
Displayed a detailed price breakdown (Room price, taxes, service fees).
Added info icons explaining each additional fee.
