MY ROLE
User Experience Designer
DATE
Jul-Aug 2016
WHAT I DID
User Research
Identify pain-points
Flight Butler is a travel mobile app that provides one-stop travel services including flight delay inquiries, airfare, hotel reservations, mobile check-in, airport information navigation, and more.
Based on the business travel scene, the flight butler also made several extended scene products, including the “Huoli Hotel” (provide hotel reservation and recommendation service), “Huoli Cars” (provide drop off and pick up service), “Huoli Selection” (online Shopping), and strive to provide a closed-loop travel experience for users.
It has more than 10 million users, the number of daily active users reached a million.
🏆 Achievement 🏆
In the quarter after the release of this version of the design, our membership number has risen by 50,000. It has been 4.5 years since this project was done, Flight Butler still keeps the design structure.
Membership Card redesign
Under the trend of consumption upgrading, people are not only satisfied with the most basic needs of food, clothing, housing, and transportation, but also prefer the quality and personalized travel consumption concept, and would like to obtain a perfect travel service experience. The Flight Bulter witch has been deep-diving travel service field, with a large number of users traveling data, continues to pay close attention to the personalized travel needs of various travel groups, and digging into diversified travel scene services, thereby we would like to update a new membership growth system, aiming at offering a more refined and customized one-stop travel service experience.
As a product manager of Huoli ( Huoli and Flight Bulter are brother products in the same company.), I was invited to join in the whole membership card system redesign.
We did have a membership system and actually got some key data from it. Our persona was very clear—— frequent business travelers. 62% of them are male, aged from 28-45. With 10 million users, less than 500,000 upgraded to be a member. We need to figure out why.
We asked users to complete the survey by offering coupons, and talked to some of them, there are some reasons why our users don’t want to upgrade.
With this finding, I did a thorough evaluation of the existing membership card and provided design suggestions. Some selected highlights and recommendations:
Design issues with existing versions
The color tone is too calm
Even if most users are business travelers, the color scheme is still too calm, lacking a lively and active atmosphere.
The card style lacks texture
It’s hard to notice the specialties of being a member of the card design. I suggested designing a unique logo for each level of membership and improve the texture of the card.
Benefits are not clear
The rights of members are not intuitive enough which has greatly reduced the attractiveness.
I recommended listing all membership rights so that users can have a complete understanding of the whole system. Meanwhile using illustrations to describe scenes and rights will help users understand.
UI upgrade suggestions
The suggestions I gave to Flight Bulter design team led great design improvements for the current membership system design
Membership benefits display
Show all benefits directly and highlights the
ones already have. It allows users to have an overall understanding of membership benefits and imply them to upgrade to unlock other rights.
Color matching and design logos for each level members.
Select active colors and design unique logos for each level of membership. Easy to tell the differences and attract more female users.
Illustrating all benefits based on scenarios
Explain which specific scenarios can have benefited so that can easily understand the value of membership rights.