First Choice Projects

Opportunity

Our data showed that more than half of our customers were searching and booking holidays on mobile devices (55% in 2023), with a significant portion using Apple products (iPhones, iPads, and Macs).

Hypothesis

By offering Apple Pay as a flexible, straightforward, and secure payment option, we could increase booking conversion rates among Apple device users.

Solution

We implemented Apple Pay on our payment page for all payment options, including full payment and low deposit options.

Process

As the Product Owner for the Book team, I have to maintain a close partnership with the Global Payment Platform team at TUI. In one of our discussions, I learned about their successful Apple Pay implementation and promising results.

Investigated preliminary results from the experiments conducted by the Global Payment Platform team - a 3.8% increase in conversion rate for mobile devices.
Analyzed internal data to assess the opportunity for First Choice. Found that in 2023, a significant portion of site visits came from Apple devices with a high booking rate.
Engaged with the tech lead to estimate the required effort.
Prepared and presented a proposal to stakeholders and leadership. Highlighted the opportunity, required effort, and recommended priority within the roadmap. Secured approval to proceed with the implementation plan.
Worked closely with the Global Payment Platform team to ensure all technical prerequisites were in place.
Collaborated with the development team to finalize the implementation plan. Broke down the work into manageable tickets for estimation and prioritization.
Monitored key performance indicators post-launch.

KPIs and Success Metrics

% of Apple Pay bookings
% of mobile bookings (segmented by operating system)
% of iOS bookings (comparing pre- and post-implementation)

Results

Apple Pay quickly became a preferred payment method, outperforming established options like PayPal and Direct Debit.
We observed a 7% increase in mobile bookings and checkout rates post-implementation.
Payment page conversion on mobile devices improved by 12%.

Opportunity

According to the TikTok Marketing Science UK Travel Survey 2023, 79% of travelers consider flexible booking options crucial when making travel decisions. Despite this, no travel company currently offers a flexible, cancel-for-any-reason policy, presenting a significant market opportunity.

Hypothesis

By providing a flexible cancellation policy, we can increase customer confidence in booking holidays with us, reduce purchase anxiety, and ultimately boost our booking conversion rate.

Solution

We introduced First Choice Flex, a cancellation product that allows customers to cancel their holiday for any reason up to 48 hours before departure.

Process

As the Product Manager leading this initiative, here's the process I followed to launch First Choice Flex:

Analyzed customer data from previous user research on travel trends. Discovered that over 80% of travelers prioritize price, indicating a need to protect their investment. Identified a significant demand for flexible booking options with 79% of travelers considering flexible booking options crucial.
Conducted a thorough analysis of competitors' insurance and cancellation policies. Found no existing "cancel-for-any-reason" products among competitors, highlighting a unique market opportunity.
Engaged with stakeholders, particularly the Partnership team, to evaluate the initiative's priority. Advocated for a delayed start due to higher immediate priorities, but stakeholders preferred immediate action.
Consulted with the tech lead to estimate the effort needed for the first iteration.
Created a proposal for the leadership team, highlighting the opportunity, required effort, and prioritization within the roadmap.
Partnered with the UX Designer to envision the customer journey and touchpoints for product promotion. Engaged with our partner, Koala, to gain insights from their experience with insurance products and user behavior in relevance to these product offerings.
Collaborated with the UX Designer and Tech Lead to break down the initiative into phases and outline phase
Conducted a kick-off workshop with the tech team to finalize the implementation plan. Broke down the work into tickets for estimation and prioritization within the backlog.
Collaborated with a working group with representatives from finance, commercial, legal, and reporting to make sure all aspects are covered for this new product. Worked with the working group to define the release plan.
Monitored the Flex attachment rate to bookings and interaction with Flex content on the site. Conducted a detailed analysis of Flex bookings by destination, holiday type, duration, and price range to identify patterns and focus areas for promotion.

KPIs and Success Metrics

Attachment rate of Flex: % bookings with Flex added as an extra
Number of Flex bookings

Results

Within the first month of release, the Flex option resonated well with customers.
Interaction events for Flex constituted 0.5% of overall clicks on the page where the section was implemented, amongst other sections.
The attachment rate of Flex to bookings was 1.7%.

Opportunity

Customer research revealed a preference for exploring availability and options over longer periods, typically 2 weeks to a month. Additionally, the absence of a full-month search capability, a common feature in the travel industry, potentially created a negative impression for our customers.

Hypothesis

Introducing a full-month search feature would:

Provide customers with more flexibility to explore availability and pricing options, leading to more informed decisions and increased next-step conversion.
Align our platform with industry standards, enhancing customer trust and brand perception.

Solution

We implemented a "Search by Month" feature as a complementary option to our existing specific date search. This new feature displays the cheapest offering available within the selected month while allowing customers to explore other dates. The design enables seamless navigation between the two search modes for an optimal user experience.

Process

Upon joining First Choice, conducted a thorough competitor analysis. Noted the absence of full-month search functionality, a standard feature among competitors. Recognized this as a missed opportunity to strengthen our market position.
Discussed the observation with product and UX teams. Reached an agreement on the necessity of implementing full-month search functionality.
As part of a wider user research activity, collected feedback showed customer frustration due to the lack of full-month search capability. Combined this feedback with competitor analysis results to build a strong case for stakeholders.
Obtained stakeholder buy-in and prioritized the feature within our backlog.
Collaborated with the UX team to capture all necessary requirements in the designs.
Worked with the tech team to finalize the implementation plan. Broke down the work into smaller, manageable tickets for estimation and prioritization.
Monitored key performance indicators post-launch.

KPIs and Success Metrics

Interaction with the full-month search functionality.
Conversion rate from full-month search results compared to specific date searches.
Next-step conversion rate from full-month search results compared to specific date searches.

Results

Customers using the full-month search feature showed conversion rates comparable to our overall customer base, indicating perceived value.
Within the first week, "Search by Month" constituted 8% of overall searches, demonstrating promising adoption.
The next-step conversion rate for "Search by Month" outperformed specific-date search by approximately 50%.