Add-ons Overhaul

Holiday Extras - Inprogress

UX/UI

Figma

I have been collaborating with Now + Next to help Holiday Extras improve their add-ons page. This process has taken us from customer research through to ideation, allowing me to work with various stakeholders across the business. I’ve hosted several workshops to gather ideas and opinions on how our add-ons could be developed We're also considering emerging technologies like AI to create genuinely unique and excellent experience for our customers.

The Process

We began by posing a straightforward question: Do add-ons influence customer experience? The answer was affirmative, as we observed a notable decline in customer engagement when they entered the Add-ons page. To investigate this further, we removed the Add-ons page from our current process and noted a positive impact on conversion rates. Subsequently, we conducted customer research to formulate questions that would help us pinpoint the issues. these research sessions, we identified our problem statement: customers are dropping off from our flow. How can we increase the add-on attachment rate while minimising customer drop?

To address this, I organised several workshops throughout the company to gather diverse opinions. These workshops focused on design thinking and rapid ideation. The insights gained have now been transformed several designs that are currently undergoing testing.

The Results

I believe it's premature to comment on the results at this stage. However, the overall experience has been incredibly enlightening. As a designer, I find it crucial to collaborate with others, particularly those who don’t usually have the chance to design. Their perspectives tend to be the most impactful and often the most unconventional. The biggest challenge I encountered during this process was encouraging people to think creatively with a blue-sky approach, especially within Holiday Extras, preconceived notions can hinder progress.