Revamping Support page to assist users with their trips

Setting the context

Background

We at Cleartrip had recognised that a large number of our customers were calling our customer call centers for their trip related queries, which was resulting in high maintenance costs for us. In order to drive down costs, we decided to undertake multiple Customer Experience (CX) initiatives, mostly revolving around improving the post-booking experience. This project was called ‘ZEN’. One of the first projects of ZEN, was to revamp our current Cleartrip Support page.

About Cleartrip Support

The Support page is one of the primary channels for our non registered customers to manage their trips(apart from Email & SMS) and find other support related information.

Till now, we had done well in optimising the SEO rankings for the Support page, it’s the top result whenever users query with keywords like ‘Cleartrip support’ through Google search.

Why revamp Cleartrip Support?

Most of our customers were calling us because:

1. To know information about their trip(Flight timings, PNR information, Baggage information etc.)
2. To make amendments to their trip (Reschedule, cancel)

All of this information is provided on the trip details page.

So why were people calling us?

Our data showed us that post booking, less than 15% of our customers were coming back to our trip details pages.

Considering the Support page is primarily for our non registered customers, it serves as an important touch point to access trip related information.

ZEN Phase 2

We had divided ZEN into phases. To give some context, this project was part of Phase 2. We had three main interventions as part of Phase 2:

1. Direct more customers to Support page by improving its reach
2. Increase conversion from Support page to Trip Details page
3. Make the trip details page a single source of truth for all information regarding a trip.

Focus on improving conversion from Support page to Trip Details page

In this case study, we will be focussing on improving conversions to Trip Details page. Our hypothesis was that the increase in calls was because most of our customers didn’t reach the Trip Details page after booking a trip. As Support served as an important touch point in helping users reach Trip Details page, it was pivotal to the overall goal of reducing calls.

Defining the intent for redesigning Cleartrip Support

How might we make it easy for customers to access their trips and improve conversions to trip details?

Use cases we wanted to focus on:

1. Customers who booked the trip for themselves.
2. Customers who booked the trip for someone else and gave their credentials(email or phone number).

Goals for redesigning Cleartrip Support

1. Make it easy for customers to access and manage their bookings. Especially for users whose didn’t book the ticket themselves
2. Present contextually relevant information related to a trip
3. Reinforce Cleartrip Support’s brand perception as a hub of support for all products.

Understanding the existing flow

Key insights from auditing the current Support page

1. Reducing friction to access bookings

Analysing the existing homepage

Understanding Pros and Cons of the existing Support homepage across both Desktop and PWA.

Introducing Email/Phone no. + OTP process

Homepage low fidelity wireframe explorations

Approved Solution

1. Email/Phone no. form filled interaction: If the first three digits of the input are numbers, then the assumption is that the user is entering a phone no. and a country code component slides from the left. If any of the next characters is a letter then the country code component goes away. Please view the prototype video below to view the microinteraction.
2. Depriortized Sign in tools: For registered users landing on the support page, we also tried an approach to present E-mail and social login tools like ‘Sign in with Google’ upfront on the page, along with fetching trips using email/phone no. All these touch points were competing with each other to provide the same output of information i.e a list of trips. Since, the Support page was primarily to address our non registered customers, we decided to deprioritize the sign in touch points. Logged in users would automatically be directed to the trips list.

Microinteraction for Email/Phone no. form

2. Showing multiple trips at once — Trip list

Analysing the existing trip list

For showing the trip list, we analysed the existing Trip List page to understand the choices made and ways in which we could improve it. To clarify, the trip list page that we analysed — existed for registered customers.

Key insights

Moving away from a tab based navigation

Tabs are useful to separate content of groups that are related to each other.

1. We explored having separate tabs for different categories of trips (Upcoming, Payment failed & Cancelled, Completed) This approach would have worked if most of our customers had a lot of different kind of trips, but it wasn’t true especially for our non registered customers.
2. We also wanted to give our customers an overview of different kinds of trips within one scroll. We proceeded with having sections of categories with each category having two trips with a see more button.

Separator vs card approach

In terms of laying out each trip on a trip list. We could either stick with the existing separator approach or move to a card approach.

1. The separator approach helps us in saving vertical real estate and pack more trips in a given amount of space as compared to the card approach. The drawback of this approach is that it’s harder to scan list items at a glance.
2. The card approach on the other hand creates clear sectioning of each item in a list by taking up a generous amount of space. This takes up a lot more vertical space but because we were only showing two items in a category, the trade off was acceptable. Also in terms of consistency, this was in alignment with the redesign of our core products, we had shifted from a separator to a card based approach.

Trip tuple explorations

Deconstructing the trip tuple and finding ways to improve it.

Improvements to the existing Trip tuple

1. What if we present contextual information upfront related to a particular trip, especially for Payment processing/Refund processing to give clear actionable feedback?
2. Having a prominent CTA helps in converting users to Trip Details page?
3. Should we treat trips close to travel date differently?

Approved card explorations

1. Contextual information on the tuple: We went ahead with showing the overall end goal(Expect E-ticket by 18:30, 26 Dec, 2019) along with a short description of the active status on the tracker.
2. Prominent CTA: A prominent call to action — View details might be enough to nudge the user to click on the card.
3. Treating trips close to travel date: This idea got rejected because of lack of space and low value add.

3. Cleaning up the FAQs and improving SEO optimisation

We realised that over time a number of our FAQs had become outdated.

1. Only critical FAQs: We cleaned up the entire FAQ section with the guideline of only keeping questions that would serve as critical information.
2. Showing the FAQs upfront: In the existing FAQ section, on clicking any category, we’re taken to a separate page with all the questions. We decided to do away with that and show FAQs upfront as the information is readily available and it also helps in doubling down on SEO.

Final Desktop & PWA screens