WE HELPED WITH
Testing and Redesign
Financial Services Industry
ID90, a travel company for airline employees, had several smaller problems that needed attention to optimize their digital presence. Tonic3 worked to unravel these problems and find solutions, becoming the perfect collaboration partner for producing better user experiences.
First, The number of new creations for ID90 Travel’s Hotel Watch List, a functionality which continuously monitors hotel prices and informs users when to book, had stopped growing. Second, New hotel search filters -- price, rating, neighborhood and amenity – had been added to help users narrow their searches. However, desktop users had to scroll to locate the new filters. Lastly, ID90 Travel wanted to promote its discounted hotels on mobile devices without annoying its shoppers.
Tonic3 created a version of the Hotel Watch List – which featured a button instead of a link -- for an A/B Test. Then, we created a show/hide accordion for the Modify Search functionality, which effectively positioned the new filters higher on the page. Finally, Tonic3 hotel promo designs enhanced rather than disrupted the shopping experience.
The A/B led to the adoption of the Tonic3 variant and a 25% increase in the number of Hotel Watch List creations. The collapsed version of the modify search form resulted in a 25% increase in filter interactions. The Property Rating filter interaction increased 36.1%. The Hotel Neighborhood interaction increased 47.7%. Mobile booking conversion rate increased 8%.
These small tests were very helpful for us in various aspects. The Hotel Watch List improvement allowed us to grow this channel, the Modify Search test gave us the data we needed to transition to a vertical instead of horizontal layout, and the Promo Display helped grow the mobile business (every percentage point counts!).
Product Owner, ID90 Travel
ID90T was founded in 2006 to provide airlines with a cloud-based solution to automate and streamline the employee travel processes. The ID90 Travel team built a product that not only significantly reduces operation costs but also makes the employee travel experience enjoyable.