Trainline
PASSENGER DETAILS
PRODUCT OPTIMISATION
CONTEXT: A YEAR OF LEARNING AND GROWTH
Trainline entered the Spanish market a year ago, focusing on the Barcelona to Madrid route, known for its diverse user base.
While seeking to deliver value to users, Trainline realized its product wasn't optimized for Spanish customers due to a lack of data and research. They committed to an ongoing process of improvement and learning to better serve the Spanish market.
🎯 GOAL
Enhance user retention by optimizing the product, creating a smoother booking flow, and incorporating key features from various carriers in our platform.
TEAM
Spanish market team was created to be able to have a team that understand the needs from these Spanish users.
Myself and my PM, we had to work very closely with Data science, and Research, to have a better understanding from it.
PROJECT INTRODUCTION
⚠️ PROBLEM
Errors and user drop-offs at a critical point in the flow, such as the passenger details step just before checkout, had a significant impact on ticket sales.
🔎 RESEARCH
One of the initial projects we decided to tackle was the Passenger Details screen. Over time, we consistently encountered numerous errors and bugs on this screen. Additionally, Chattermil received negative reviews regarding this aspect. Data analysis revealed that this particular stage of the flow was witnessing the highest user drop-off rates.
📊 DATA
64%
of the users where dropping at this point of the flow on mobile web.
36%
experience errors and report it.
8%
of the users that land on the passenger details screen tab on the Social log in.
PLAN OF ACTION
After a few workshops we had various actions we aimed to address:
Validation of fields in the presence of errors.
Implementation of ID document saving to facilitate a smoother checkout process.
Enhancement of the login process to expedite checkout.
User interface improvements for a more delightful experience.
FIELDS VALIDATION
🔑 KEY PROBLEM
In the Spanish market, users had to input a significant amount of personal information required by the carrier, resulting in potentially lengthy processes, especially for multi-passenger bookings. When there is an error we are displaying at the top of the page in a banner, reading some confusion for the user.
📣 SOLUTION
Automatic field validation; in the event of an error, we now display a contextual message guiding the user on how to rectify the issue.
2. SAVING ID DOCUMENTS
👆 ONE SENTENE
Enabling users to save their ID numbers within passenger details and providing the functionality to remove and replace IDs in the passenger picker will reduce friction on purchasing train tickets in the Spanish market.
🔑 KEY PROBLEM
For every ticket purchase made in Spain, it is mandatory for the user to enter their ID number, regardless of whether they have an account or not.
Documents unsaved
📣 SOLUTION
Enable the user to save the ID number in the passenger details. Additionally, provide the user with the option to delete the existing ID from the passenger selection and replace it with a new one.
Documents saved
3. INCREASE LOG IN USERS
👆 ONE SENTENCE
Apart from being an excellent user retention strategy, there is tangible value in addressing this issue. It allows us to assist users in filling out some of the information and provides the option to save their ID documents.
📣 SOLUTION
A banner will be implemented to seamlessly guide users in logging into their account or creating a new one. Various sign-in options, such as email and social accounts, will be provided for user convenience.
4. UI CHANGES
👆 CONTEXT
Enabling users to save their ID numbers within passenger details and providing the functionality to remove and replace IDs in the passenger picker will reduce friction on purchasing train tickets in the Spanish market.
📣 SOLUTION
Optimize the user experience for Spanish users who often abandon the flow at a specific point.
LOGIN FLOW
📣 HYPOTHESIS
By optimising the screen's design and interaction elements, the Spanish team aims to decrease the drop of the users. Creating a seamless experience will lead to a higher users ending on the checkout screen, and improving the conversion rate. Leading this to an improvement user engagement and satisfaction.
GUEST FLOW
MEASURING SUCCESS
As this project has launched recently (September 2023), new data around increases in conversion are yet to be tracked, but hope to increase!