Establishing online bookings for airport transfer service
2airport.com.au is one of Sydney's longest established airport transfer providers. As they aim to expand their presence interstate, the team wanted to increase website traffic to gain their exposure and create new conversion channels that would generate revenue.
Team
UX Designer (Me)
My responsibilities
Wireframing
Prototyping
Tools
Figma
Timeframe
2 weeks
Challenge
2airport employed an inefficient booking system done purely via calls, emails and text messages that made it challenging to gather specific customer requests. This has increased the team's dependency on the time and scale of the customer service call centre, while the website had no conversion. Thus, the process became cost-ineffective to scale.
We wanted to learn from the wide array of competition
My approach involved:
Collecting customer pain points identified by the team
Conducting a competitive analysis of existing airport transfer services to understand industry best practices
Developing functional wireframes based on these insights with reference to usability heuristics
User testing with internal team members to identify pain points for continuous design iteration
Polishing and delivering UI to the developer for development.
Continuously collecting feedback and improving the design after the website went live.
The redesigned website achieved several key outcomes:
Enabled direct online bookings
Generated an average of 5 bookings per day in the first 2 months after release.
This equals an added revenue of $7,000+ per month
The above numbers are expected to grow with ongoing SEO improvements.
