The research done
The competitive analysis I did showed me that cross-selling needs to be truly helpful to your end user, it’s pointless me being on the Ferrari website and being cross-sold a ford fiesta. Similarly to this, (and relating it to our use case) it is pointless cross-selling holidays to Italy when the user is looking for a flight to France. This is simply detrimental to the end users overall experience and only likely to drive them into abandonment.
The research here also showed me that social proofing can be an invaluable way to drive sales. Looking at flights to Paris? Well 55 other people like you booked this Paris package holiday…
My heuristic evaluation of the Jet2.com site showed me that whilst there was a cross sell for holidays, most people ignored it due to being funnelled down the flight search functionality.
Looking through the screen recordings and analytics data I saw there was very little interaction with the cross sell tab on the search panel or the tab on top of the site.
Further research plus our existing personas for flights users showed me that users who were booking flights did their research before coming on to the Jet2.com website, which meant we needed to hook them else where.
I ran a scenario mapping workshop with the stakeholders, walked them through the previous research and mapped out the various scenarios and journeys a user could take. From here we looked at the various ways we could cross-sell holidays to a flights user and the impact it could make on their journey.
The research presentation
Following all the research, I pulled my findings plus recommendations together into a presentation pack to present back to the senior stakeholders, including the CEO of Jet2 and Jet2Holidays.
You can see the presentation below:
Crazy 8 workshop
I ran a final workshop with the product owners and stakeholders to look at designs for the cross-sell modal.
We sketched out ideas in a crazy 8 format which allowed us to quickly iterate until all ideas were exhausted. We then voted on the best 3x ideas and this is what I took forward into design.
Design and MVT
I took all the ideas into design and presented back at end of the day to the product owner for confirmation. From here I was able to create the designs in our MVT tool Optimizely and set them live to see which would be the best one for dev to build out.