Wallet
Driving incremental bookings and lower customer service costs by redesigning a travel app’s digital wallet.
Context
The wallet served as a space where users could find their rewards and promotions. We wanted to expand its usefulness and turn it into a feature that inspired users to book travel. Additionally, we wanted to leverage the wallet as a way to increase the appeal of Hopper’s cash back program.
Our research showed that users weren’t aware they could earn miles and cash back at the same time on the Hopper app. We also learned that the wallet was overwhelming and confusing for users, making it hard to understand their discount balances and the difference between the different sources of savings. In addition, the wallet didn’t contain everything users would expect to see there.
Goals
Increase the bookings impact of the cash back program (referred to as Carrot Cash Back, or CCB): By representing CCB more clearly as a source of savings in the wallet, we might see a higher bookings uplift and, therefore, a higher program ROI.
Increase unique conversion and purchase frequency rate: A clearer, more useful wallet may have a positive impact on bookings.
Lower customer service contact rates: Lower customer service contact rates due to fewer questions surrounding the wallet would translate to lower costs.
Approach
Added clarity and visual appeal to the homescreen wallet entry point:
Redesigned the homescreen wallet entry point to split out the different sources of discounts and to show the number of discounts rather than their combined sum (which users found misleading).
Added a rotating border to the wallet pill to indicate something new dropping in the wallet.
Added a one-time automatic takeover to advertise the triple earnings for a user (credit card points, miles, and Carrot Cash).
Reframed Carrot Cash more clearly as a discount:
Visually positioned Carrot Cash as a form of payment; reframed Carrot Cash as a virtual credit card, helping users create an association between Carrot Cash and actual cash to reinforce its monetary value.
Redesigned coupons and organized them in carousels visually separated from the Carrot Cash “credit card.”
Incorporated additional valuable information:
Built a rewards history, i.e., tracker of users’ rewards earned and spent.
Added payment methods to the wallet.
Results
The redesigned wallet led to more bookings, more wallet engagement, and lower customer service costs.
2x
Bookings uplift from cash back program
2x
Rate of opening the wallet
-2%
Customer service outreach