Redefining charter flow
Charter service
Trip.com is the biggest online travel agency in Asia with 400 million+ users.
What is charter service?
Rent a car and a driver for your trip.
Choose your time and mileage. Pay extra for overages.
The status quo
Aligning goals
Hypothesis
Users having a hard time selecting package?
Define challenge with data & research
Reframing the challenge
The issue isn’t just the package, it’s deciding on the miles.
Warning Guidance
When buying actually saves users’ money
What happens if I exceed the limit?
Use scenarios to help user choose
Separate package to reduce cognitive load
Leverage scenarios to reduce learning cost
Impacts
Order conversion rate
11.3%GMV
4.88%Prices dropped as users chose shorter times to match their true needs
Challenge 2
Confusion and Frictions
New users want to check products ASAP Usability testing revealed that users often rush to the list page to understand the service, sometimes entering a fake destination just to get there quickly.
Design approach
Shorter flow for prices
Reduce visual noise and confusion by replacing destination with a switch; When no fields are filled, clicking "check prices" should directly trigger a pop-up.
Before
Data behind this decision: over 65% users don’t ever enter a destination
*
After
Impacts 2
Order conversion rate
13.9%Impacts
Challenge 3
Information chaos
Design approach 2
Reorganize Info & Reduce visual noise
Impacts 3
Order conversion rate
3.5%Impacts
Overview
Order conversion rate
31.9%
*overall CR is multiplied Made miles easier to choose +11.3% Reduced confusion +13.9% Decreased visual noise +3.5%
Reflections
01
Escalation can be a constructive way to break a deadlock. After repeated requirement shifts, we hit a point where a “quick fix” would push complexity onto users (e.g., negative pricing), so I escalated to reset alignment on user impact and decision principles.
02
Upfront scoping prevents downstream rework. The real blocker wasn’t execution—it was an under-defined scope that kept changing late in the process.