Overview
Although we had previously delved in pre-qualification and what that could mean, we didn’t have a ton of research to go off of. On top of this, we had a short amount of time to get this launched, so we crammed as much user research as we could into our timeline. Although this was being tailored to one partner, we wanted to make sure we had a scalable product that could be applied to air, hotel, and other travel verticals. An issue we saw users run into with our checkout application was disinterest with the amount of info they had to enter, so we wanted to address that in our pre-qual application flow.
Goals
Increase awareness of Uplift as a payment option, and allow users to gauge. their spending power through Uplift.
Research
Previous findings indicated the template was easy to use, but some new additions to the page needed further testing
Discovery
In developing our pre-qualification strategy, we reviewed past research and identified key preferences: users dislike early requests for personal information and prefer a dollar reward upon completion. Our focus was on the pre-qualification's end state and its application across various scenarios, including homepage and search results, for both new and returning users. However, an unexpected cut in our timeline required swift adjustments in our approach. Despite limited testing, we aimed for a drip style process but settled on mimicking our main checkout application due to resource constraints, ultimately dividing it into two steps for better feasibility.
Final Designs
See below. You can also find them on Carnival.com, just click 'Get Estimate Now'.
Restrospective
A couple months into pre-qualification being launched on Carnival.com, we saw many of our success metrics met.
11%
Higher AOV (average order value) for pre-qualified applicants
3/4
Customers who started pre-qualification completed the application.
5%
of customers previously pre-qualified complete booking more often.
But there is still a lot of room for improvement:
The current pre-qualification feature is semi-customized for Carnival. We need to standardize pre-qualification so that it can be deployed on multiple partners across multiple verticals.
Look back to user testing and what it showed us. A drip style flow and incorporating the partner brand visually could increase the user trust and willingness to complete pre-qualification.
Create a better return user flow to drastically reduce user friction.
