Boosting Conversions by 30%: The Transformative Impact of a Travel Platform Redesign
Our comprehensive redesign of P1 Travel's sports event ticketing platform significantly boosted ticket sales by 30%, reduced support inquiries by 40%, and improved trustpilot score from 3.8 to 4.5 out of 5. This transformation was made possible through close collaboration, detailed usability testing, and a focus on both immediate and long-term UX solutions.
Project Description
During my time at P1 Travel from October 2020 to June 2023, I played a pivotal role in overhauling their platform. As sports events resumed post-COVID, the company needed to scale rapidly, prompting the hiring of a Conversion Specialist and Data Scientist to enhance user experience and increase conversion rates.
Background Challenges
When the Rugby World Cup presale was announced, time-sensitive challenges emerged. Short-term fixes were implemented, but deeper issues—such as a staggering 80% cart abandonment rate—required long-term solutions. User interviews and secondary research highlighted several UX flaws, particularly surrounding navigation, the checkout process, and event card design. These issues were mapped out, prioritized, and systematically tackled
Tools Used
Adobe XD
Zeplin
Google Optimize
Squeezely
Hotjar
Methods
User Journey Mapping
Task Prioritization
User Flow
Wireframing
Prototyping
User Testing
A/B Testing
Agile- weekly sprints
My Role
User Research
Ideation
Design
Testing
Stakeholder Management
Key Findings
We decided to conduct remote unmodarated Usability testing because the goal of the study was to see user pain points on an existing e-commerce platform. And it was remote due to Covid regulations.You can see the research plan I created in the following images with the goals, audience, script,KPI’s and System Usability Score(SUS).
Finding Events
Users struggled to locate specific sports events, often spending excessive time scrolling through poorly organized event lists. Many didn’t even notice the search bar on the landing page.
Ticket Purchase Process
Hidden prices and an inconsistent checkout design caused user anxiety, contributing to high abandonment rates. Additionally, users felt overwhelmed by the personal information requested during checkout.
Hospitality Packages
Confusion about the hospitality services offered and the lack of clarity around selecting accommodations further added to the friction during the purchase process.
Secondary Research Findings
In addition to user testing, we gathered some research by the following:
Reviewing Trustpilot ratings
Consulting the Customer Care team
Auditing competitor websites
Analyzing heatmaps via Hotjar.
Notably, we discovered that customers were frustrated by the delayed delivery of tickets (sent one week before the event) and unclear messaging about hospitality services. Furthermore, inconsistent design elements—such as varying fonts and color schemes—were diluting the brand’s identity and impacting usability.
After gathering our usability testing results and our secondary research findings, we creating a user journey to communicate our findings better with stakeholders and came up with a list of tasks that we prioritized. You can see our User Journey ( since I didnt have our Original User Journey, I recreated it with my notes) below.
User Journey
Prioritization
We devised a task list, prioritizing items based on visibility, impact, and implementation time.
We measured visibility based on how noticeable a section is on the page. For example, a design element placed in the footer has a lower visibility score compared to one in the header. Heatmaps also showed that very few users scroll down to the footer before leaving the page. Another factor was how often the element appears. If it’s used across multiple pages, it received a higher visibility score.
Impact refers to how crucial an element is to our primary KPI, which in this project was the conversion rate. Elements like the checkout process and event cards had a significant influence on conversions, so they were given priority.
Implementation time was estimated in collaboration with our development team to gauge how long each element would take to build. Complex elements requiring more development time were assigned a lower score.This approach improved our collaboration with the tech team without placing unnecessary strain on our colleagues.
Enhanced Event Discovery
We relocated the search bar to a more prominent position above the fold and introduced a “popular search” section inspired by industry leaders like TUI, helping users quickly find popular events.
Check-out Redesign
To rebuild trust, we redesigned the checkout page with a cohesive visual theme, introduced a progress tracker, and improved the URL structure for added security. These changes eased user anxiety and lowered abandonment rates.
Creating a Design Library and Card Redesign
Working closely with a CRO Specialist, we standardized the design elements, reducing the platform’s use of nearly 40 different fonts. Clearer event details, intuitive clarification buttons, and enhanced stadium visuals helped reduce customer inquiries and improved overall user satisfaction.
Results & Ongoing Collaboration
The results of the redesign were substantial:
Ticket Sales: Increased by 30% year-over-year.
Support Inquiries: Dropped by 40%, thanks to improved platform clarity.
Trustpilot Score: Rose from 3.8 to 4.5 out of 5.
Additionally, I initiated a system with the Customer Care team to send weekly newsletters outlining recurring customer pain points. This collaborative feedback loop allowed us to address these issues efficiently, while the declining frequency of certain inquiries indicated the success of our design solutions.— Squarespace
Conclusion
This project highlighted the powerful synergy between CRO and UX design, showing how they can work together to drive business outcomes. Key lessons included the importance of strategic information placement and the value of collaboration between design, customer care, and development teams to deliver user-centric solutions.