For launch, we quickly put together an MVP purchase flow. Post launch, we wanted to unlock more revenue potential by building upon the MVP (and make a few usability improvements while we were are it). Here are the inputs that went into the second iteration of our purchase path:
- Discoverability could be improved (as discovered in usability testing): It was not providing the information that customers needed to complete the booking, ie, providing enough details in the summary view of flights, display a fully decomposed price breakdown, and effectively upselling travel insurance and airport transfers.
- Extensibility of MVP was limited (as the product roadmap started to become more clear): It wasn’t going to be able to easily be extended to support future roadmap asks like standalone payment flow (for multi-payment scenarios), multi-card capability, & mixed-payment type support.