Driving a 2x Increase in Bookings by Redesigning Shuttlers' Core Booking Flow
Project: Booking Flow Redesign for Shuttlers App
Goal: Improve booking conversion and reduce user drop-off
Result: Booking completion rate increased from 35% → 70%
Role: Lead Product Designer (Owned UX research, ideation, execution)
Timeline: 6 weeks (Q2 2024), delivered in 3 release phases
Team: Me (Design), PM, Engineering Lead, Ops Stakeholders
01
The Problem
We observed significant drop-offs in the booking flow, especially at the entry and confirmation stages. Two recurring friction points emerged:
Users were unclear about how to start booking or when their ride would begin.
Users booking for others (friends/family) found the flow confusing and unintuitive.
This directly impacted daily booking volume and user satisfaction, especially for power users and group commuters.
02
My Role
I led the end-to-end design effort — from identifying problems with CX and Ops teams to working directly with the PM on defining flow changes and collaborating with engineers to ensure high implementation quality. I also adjusted components in our internal design system and ensured all updates met accessibility (WCAG) standards.
03
Research & Discovery
To understand user pain points, I:
Interviewed stakeholders from Operations and Customer Experience teams (who handle booking-related complaints daily).
Identified that users often didn’t understand when their trip would begin or how to book for others.
Key findings:
Users expected pickup time clarity at the start.
Location input order was unintuitive (asking for pickup first even when GPS was known).
Booking for someone else required too many manual steps.
04
Ideation & Flow Design
We broke the redesign into three focused phases to ensure fast delivery and measurable improvements:
Phase 1: Prompt user to enter destination first, using current GPS as pickup.
→ Reduced confusion and made the flow feel faster.Phase 2: Introduced clear options for “Book for someone” with slot assignment.
→ Reduced booking errors and made group booking seamless.Phase 3: Improved subscription flow for repeat riders.
→ Introduced saved trips, allowing weekly plans in fewer taps.
I explored multiple design directions and validated each iteration with stakeholders from operations and product before final delivery.
05
Design Execution
Built on our internal design system, extending it where needed for new booking states and slot interactions
Created modular, WCAG-compliant components for better clarity and accessibility.
Delivered designs with clear annotations and interaction prototypes for engineering.
06
Impact & Results
Booking completion rate increased from 35% to 70% in the first 2 weeks post-launch.
Support tickets related to booking confusion dropped by an estimated 40% (based on feedback from Ops).
Repeat bookings increased — a signal of improved user confidence in the flow.
