Case Study
The page that defined the booking expierence
The page that defined the booking expierence
The Project
The last page in the journey and the one that decided how customers felt about the whole thing
The confirmation page had two jobs pulling in different directions. Commercially, it was prime real estate for cross-sell: the customer had just purchased and adjacent products were a natural next step. But the customer verbatims told another story. The old page didn't leave people confident their booking was actually secured. That gap showed up downstream, in calls to customer operations from people checking their booking had gone through and in an experience that undercut trust at the peak of the journey.
Product
Confirmation Page Redesign
Project
Confirmation Page
Year
2024
Focus
Design Lead, Product & UX Vision, Commercial Strategy, Research
The Project
The last page in the journey and the one that decided how customers felt about the whole thing
The confirmation page had two jobs pulling in different directions. Commercially, it was prime real estate for cross-sell: the customer had just purchased and adjacent products were a natural next step. But the customer verbatims told another story. The old page didn't leave people confident their booking was actually secured. That gap showed up downstream, in calls to customer operations from people checking their booking had gone through and in an experience that undercut trust at the peak of the journey.
Product
Confirmation Page Redesign
Project
Confirmation Page
Year
2024
Focus
Design Lead, Product & UX Vision, Commercial Strategy, Research
Outcomes
The impact in numbers.
0
0
pts positive NPS uptake
0%
0%
drop in customer calls
0%
0%
increase product searches
0
0
legacy APIs combined
Two goals, one chance to get it right
Two goals, one chance to get it right
The Tension
Push cross-sell too hard and the page reads as a sales pitch when a customer needs reassurance, eroding confidence. Under-serve the commercial side and you waste the highest-intent surface on the platform. Both the numbers and the verbatims showed the cost.
The Craft
I designed the page to reassure first and sell second. Booking state became the unmistakable priority: clear confirmation, what was booked and the details a customer needed to feel certain it was done, surfaced immediately without being too verbose. Only then did the page move into relevant, genuinely useful cross-sell, framed as helpful next steps rather than a hard push. Alternate products and search were easy to explore for those who wanted them, without competing with the confirmation itself.
Earn confidence first, and the commercial opportunity works better because of it, not despite it.
Two goals, one chance to get it right
Two goals, one chance to get it right
The Tension
Push cross-sell too hard and the page reads as a sales pitch when a customer needs reassurance, eroding confidence. Under-serve the commercial side and you waste the highest-intent surface on the platform. Both the numbers and the verbatims showed the cost.
The Craft
I designed the page to reassure first and sell second. Booking state became the unmistakable priority: clear confirmation, what was booked and the details a customer needed to feel certain it was done, surfaced immediately without being too verbose. Only then did the page move into relevant, genuinely useful cross-sell, framed as helpful next steps rather than a hard push. Alternate products and search were easy to explore for those who wanted them, without competing with the confirmation itself.
Earn confidence first, and the commercial opportunity works better because of it, not despite it.
Uplifting metrics without impacting the customer
The Outcome
Reassurance and commercial performance moved together. NPS improved. Calls to customer operations dropped as customers left confident their booking was secured. The visibility and search on alternate products increased, the cross-sell worked harder precisely because it no longer came at the expense of trust.
Clarity first turned out to be the commercial move, not the compromise.