Context

My goal is to champion UX for efficiency and scalability

Global SaaS Booking software that helps businesses efficiency and minimizes operational time

As a Senior Product Designer, my focus revolves around refining the booking management experience for large organizations in the tour and activity industry.

I've been a key player in enhancing the scalability of the UX Research process by implementing unmoderated testing and the Wizard of Oz approach as well as involving Engineers in the early stages of the initiative. This strategic combination has significantly accelerated Rezdy's validation process, providing a rapid and effective return on investment.

I led the design for the booking software Engineering team, I worked in close collaboration with the Project Manager and tech lead. I oversaw the entire design process, from initial research to rapid validation and as well, providing support during product release.

Let me walk you through a project:

SUBSCRIPTION UPGRADE STRATEGY

MY TASKS

👉 Managing business requirements
👉 Interviews. 👉 Prototype
👉 Unmoderated usability test
👉 Visual design
👉 QA with engineers

MY TEAM

👉 FE Engineers (Syd)
👉 BE Engineers (Syd)
👉 PM (Syd)

CONTEXT
Rezdy faced financial losses due to a percentage of booking sales from customers using an outdated platform subscription. Our challenge was to identify opportunities to motivate these customers to transition from a fixed subscription to the new model, which involves a small monthly fee plus a booking fee for all transactions. This strategic shift aims to boost Rezdy's Growth Booking Value (GBV) and ensure a more sustainable revenue stream.

MY PROCESS
1️⃣ Analyse over +100 customer feedbacks to find opportunities, only one suggested a simple yet impactful improvement: "Enable the setting of specific dates for Promo code usage."

2️⃣ Through interviews with 5 operators, a recurring pain point emerged. Operators created new promo codes each week just to exclude weekends, highlighting the need for a more flexible system to manage promo code validity days.

3️⃣ Listed the assumptions of:

✏️ Incorporating days of the week into promo codes enhances user control and simplifies management, aiming for increased promo code usage

 Success Criteria: Boost Promo Code Utilization

✏️ Restricting this enhancement to new plans incentivizes users to transition, aiming to elevate Growth Booking Value (GBV)

Success Criteria: Increase Adoption of New Plans.

4️⃣ Designed a quick prototype and prepared a usability test on Maze

5️⃣ Executed an unmoderated usability test involving over 100 testers, garnering positive feedback and valuable insights

6️⃣ Documented the acquired insights for future reference and analysis

7️⃣ Collaborated with developers to implement necessary changes, ensuring seamless integration and implemented tracking for ongoing assessment

OUTCOMES
Over 8 weeks since the introduction of promo codes, the system witnessed the creation of 204 codes, and 863 successful redemptions, resulting in a cumulative revenue of approximately USD 229k. Operator feedback included:

“Yes, this is what we needed!”

“It is easy to set up promo codes now!”

BUSINESS IMPACT

Increase Engagement with the promo code feature in a short amount of time

Rapid Adoption Within a short timeframe, 76% of existing users seamlessly transitioned to the new plans.

Increase revenue The introduction of percentage-based fees on the new plans contributed significantly to the overall increase in revenue.