UX CASE

I redesigned the planning experience of Decolar to reduce the purchase journey complexity and increase price transparency.
The solution proposes a modular trip planning that fits the journey according to the services chosen by the user, reducing the cognitive load and facilitating decision making.

High level goals

• Reduce the decision overload during search and comparison;
• Increase transparency and trust on the final purchase price;
• Optimize the conversion along the purchase journey.

Trip platforms offer a lot of services in one place, but when these options aren’t organized in a progressive way, the experience becomes confusing.
Identifying factors that impact trust and conversion directly:
• Excess of information in the journey;
• Lack of transparency in the price;
• Absence of proactive support;
• Low A.I. value perception.

Main survey insights

The survey revealed important behaviors in planning trips:
• Users compare prices in multiple sites before buying;
• The decision depends on the offer pack, not only price;
• Extensive result lists lead into decision fatigue;
• Price transparency increases purchase trust;
• Price inconsistencies lead users to abandon the journey.

Transform the search experience in a trip planning moment, guiding the user by clear steps, reducing the cognitive load in decision making.

The solution proposed starts with the selection of the items that the users wishes to include in the trip period. It adapts automatically to the choices, creating a clear and more relevant flow. For example, flight, hotel, car and insurance.
Instead of presenting dozens of options, the interface highlights important recommendations to reduce choice fatigue and facilitate decision-making, based on:
• User preferences;
• A.I. suggestions;
• Behavior of other travelers.
The total price of the trip is displayed progressively throughout the journey, avoiding surprises at the end of the purchase.

The solution was evaluated through usability tests with users simulating the planning of a complete trip.
• Clarity of the new journey;
• Perception of price transparency;
• Ease of decision making.
Participants reported greater clarity in the process and greater confidence when selecting options.

Metrics

The success of the solution can be measured by:
• Increased conversion of the purchase journey;
• Reduced decision time;
• Increased adoption of recommendations;
• Reduced comparison on external platforms.

This project showed that the challenge was not only in the interface, but in the way the product offering is structured.
Simplifying the experience does not mean removing features, but organizing the journey in a progressive and decision-oriented way.