Cendant

Cendant hired Creative Good to ensure the best possible customer experience for a site-wide redesign on Trip.com. Later, Cendant passed Creative Good's recommendations to another brand, Cheaptickets.com. Both Trip.com and Cheaptickets.com launched Creative Good's recommended changes on their live sites.

Results

  • Over 100% increase in Trip.com's sales conversion rate — more than double
  • Over 100% increase in Cheaptickets.com's sales conversion rate
  • In the words of the client, "we've had record days" — even in the historically down-time of the holiday season. (Most holiday tickets are bought well before the holiday season begins.)
Duration: 8 weeks
Objective: Raise Cheaptickets.com's sales conversion rate by improving the online customer experience
Deliverables: Creative Good delivered the following to Cheaptickets.com during the project:
  • Internal and external research and analysis of the online customer experience, including two rounds of listening labs
  • A customer experience strategy, based on internal and external research, to lead the redesign effort
  • Wireframe prototypes showing tactically how to implement this strategy on the site

Project Details

Phase 1: Marketing and Business Assessment

This phase formed the business context for the project and thus helped us to develop the design for the listening labs in Phase 2.

Steps included:

  • Interviews of key stakeholders and managers to build the business context.
  • Expert review of Cheaptickets.com's customer experience, focusing on the flight booking path.

Phase 2: Listening Labs (first round)

Creative Good's version of user tests, listening labs combine the best of traditional usability research and less directive market research methods.

  • 8 customers attended one-on-one sessions, each lasting 45 minutes, followed by a discussion among the client team members observing from "behind the glass."
  • Customers tested three things: the current live Cheaptickets.com site, a set of prototypes already in development, and several competitors' sites.
  • Several Cheaptickets.com team members, representing a cross-section of the organization, observed the labs.

Phase 3: Creation of the Customer Experience Strategy

Creative Good developed a "customer experience strategy" to guide the rest of the project, based on the project results up to that point.

Phase 4: Prototyping

Creative Good created 10 to 15 pages of "wireframe" prototypes to show, tactically, how to implement the customer experience strategy in the redesign.

Prototyped pages included the entire flight booking path, including the Cheaptickets.com home page, search results, register/log-in, and checkout.

Phase 5: Listening Labs (second round)

This second round of labs focused on Creative Good's prototypes. This allowed two things:

  • Validation of the changes that were made to the prototypes since the first round of labs.
  • Discovery of any incremental improvements not found in the first round of labs.

As stated above, results arrived immediately upon relaunch:

  • Over 100% increase (more than doubling) in Trip.com's sales conversion rate
  • Over 100% increase in Cheaptickets.com's sales conversion rate