I worked as an Art Director and built the company's UI UX strategy. Managed the design of 3 areas. Hotels/Tickets, Traveler's Magazine, Mobile Application.
During my time at the company, I identified and improved key product metrics. The main innovation was the creation of a process for measuring how the implementation of a specific block or feature affects profits or key metrics.
I assembled a team of designers, established design processes and rituals. I was a player-coach and worked closely with product owners, initiated UX research and implemented its results, increasing the profitability of the company.
I assembled a team of designers, established design processes and rituals. I was a player-coach and worked closely with product owners, initiated UX research and implemented its results, increasing the profitability of the company.
Key results:
When I started working, the company’s market share increased 3 times (source). During this time we released an innovative Travel Magazine and mobile application. And after implementing most of the functions designed by my team, the market share increased by another 2.5 times (source), to approximately 15%.
Now MTS Travel ranks 3rd in terms of booking volume.
Now MTS Travel ranks 3rd in terms of booking volume.
New Main Page
Tests, A/B, Research.
After creating a complete CJM, we tested each stage for maximum conversion and efficiency. First we tested the home page.
NDA does not allow me to show all the options that we tested, but I will show the final pages with the maximum conversion to the target action.
Results A/B - Old Tablet version
As a result of testing, it was revealed that the presence of cards with popular destinations reduces the time to the target action «Search» by an average of 73%. In Moscow by 112%, in St. Petersburg by 91%.
Provided that the search is carried out specifically for the cities from these cards.
Research Results - Old Home page
After reviewing key product metrics, it was decided to temporarily shift priorities to maximizing short-term profits due to the start of the holiday season.
As a result of testing, it was revealed that the most profit comes from placing blocks in this order:
1) Last minute offers - the most profitable block in a short time.
1) Last minute offers - the most profitable block in a short time.
His move to the main one significantly increased the company's short-term profits (I can't disclose how much).
2) Russia in a new way - a smart block.
Articles, wonders of the world, individual tours, etc. Its content depends on whether we know where the client is going to go.
Testing has shown that displaying a block about the location of a future trip increases the number of bookings by 27.8%.
Search Page
Key features of the search page:
1) The search works even if the user has not entered all the necessary data. We filled it in ourselves.
2) If nothing was found, we offered alternative search results (nearby, with other filters, etc.). In total there were about 7 scenarios of what priority the search results should be shown in. The implementation of these scripts increased the conversion to payment from page 0 of the search by a fabulous 241.3%.
3) Usability testing revealed that it is much more convenient for users of Web versions to work simultaneously with a map and hotel cards than with just one thing.
1) The search works even if the user has not entered all the necessary data. We filled it in ourselves.
2) If nothing was found, we offered alternative search results (nearby, with other filters, etc.). In total there were about 7 scenarios of what priority the search results should be shown in. The implementation of these scripts increased the conversion to payment from page 0 of the search by a fabulous 241.3%.
3) Usability testing revealed that it is much more convenient for users of Web versions to work simultaneously with a map and hotel cards than with just one thing.
Mobile App
Scenario: Viewing rooms in Kazan and going to the Travel Journal
First login to the application, search for a hotel in Moscow for a family and choose a room at the National Hotel.
Mobile Version Travel Journal
The user views interesting places in the selected location and reads an article about one of the places.
Search for interesting articles about places abroad and view articles about Dagestan.
