eDreams ODIGEO · Ecommerce · 2022–2023
Price Freeze
BUSINESS IMPACT
+ 15%
Increase in product adoption across channels
+ 1%
Increase in product convertion
-20%
Reduction in post-purchase customer support contacts
5
Global markets deployed
Client
eDreams ODIGEO
Team size
1 Lead engineer · 1 Product Manager
3 Front end devs · 2 Back end devs
My role
Product Designer
tools
Figma · Miro · Google Analytics · Try mata
phase 00
Context & challenge
Price Freeze is an ancillary product that allows users to lock the price of a flight for a set period of time for a small upfront fee. While highly functional, the feature struggled with adoption. Users either glossed over it entirely, misconstrued how the fee operated, or lacked the baseline confidence to commit to the value proposition.
The mandate was clear: drive product adoption while simultaneously resolving a major operations problem—reducing the volume of support contacts generated by confused users after completing their booking.
“How might we optimize high-traffic ancillary flows to drive revenue without creating user friction or support overhead?”
Phase 01
Research & Discovery
I audited the conversion funnel using Google Analytics and session data to pin down where users dropped off. To uncover the structural friction causing those numbers, I ran remote, unmoderated usability testing via Trymata and conducted targeted user interviews.
Insight 2 (The Fee Misconception): Users did not understand the underlying mechanic. They failed to realize that the freeze fee is fully deducted from the final flight price when they return to redeem the ticket.
Insight 1 (Wrong UI Placement):The product was being offered in the wrong parts of the user interface. It appeared too late during areas of high cognitive load where users were strictly focused on completing their transaction, causing them to treat it as noise or overlook it entirely.
Insight 3 (Hidden Benefits): The product covers fare increases. This massive competitive value proposition was completely obscured by dense secondary copy
Insight 4 (The Inventory Mismatch): Users assumed that locking the price also reserved their physical seat on the aircraft. This created severe post-purchase friction if airline seat availability shifted before redemption.
Phase 02
Ideation & validation
Instead of reworking copy on the fly, we structured targeted layout hypotheses to clear up the transactional model and validated them through tactical iterations and live A/B variants.
Hypothesis Tested
We hypothesized that displaying the right information at the exact right moment, while being more conscious about who sees the product and when they encounter it in the journey, would significantly improve core product metrics.
WHAT WE LEARNED
Clarity and the deliberate placement of the product within the funnel were the absolute key factors in improving conversion. Aligning the feature with early intent and being clear about the exact boundaries of the transactional mechanics dropped support friction instantly without degrading conversion curves.
Phase 03
UI Definition & Solution
The final interface systematically overhauled the product’s visual hierarchy across web and mobile viewports. I re-architected the checkout confirmation, updated the transaction status components, and redesigned the post-purchase screens to explicitly reinforce the redemption rules and curb post-checkout anxiety.
Additionally, I aded new touchpoint to introduce the product right at the beginning of the funnel, capturing users while they were actively looking for flights. The UI was dynamically tailored to a specific public market, adaptively changing its behavior based on the type of active research being performed and the user profile attributes if the user was logged in.
Conclusions
Project analysis
Outcome
Achieved a +15% surge in adoption alongside a -20% drop in product-related customer care tickets. The data proved that strategic information boost conversion.
Retrospective
When designing complex fintech or ancillary travel products, where and when information is presented is a key factor.
More info
Product can be tested in the company page.
