Turo - Guest Happiness Productization
In 2023, the team is focused on improving the guest experience when last-minute host cancellations disrupt travel plans. Rebooking allows guests to find a new vehicle when their original booking is canceled or changed, ensuring customer satisfaction and trust. We are developing an integrated, in-product solution to streamline this rebooking process.
Team
Guest team
Year
2023 - 2024
Role
Lead Designer
Problems
When hosts cancel at the last minute, guests struggle to find a similar car at the same price, resulting in a sharp increase in customer support requests for travel credits to cover the price difference during rebooking. The guest happiness program relies on guests proactively calling Support to rebook and the agent determining if they should receive Travel Credit It driving CS contacts because guests want additional funds to rebook
Goals
Provide guests with a streamlined rebooking process and automate travel credits to help them easily find and book another vehicle at the original trip price.
Research
The research for this project was informed by multiple sources, including studies from the Marketing & Branding team and prior research from the Guest team. We assessed the potential impact of addressing key issues on performance metrics to guide the design of the rebooking experience.
Working with my research team, I contributed to studies, led both discovery and validation research, and developed design concepts to enhance usability. This process helped me identify problem areas and uncover opportunities for improvement.
Opportunity
In the business aspect, automated rebooking & TC open opportunities to increasing awareness and save net revenue. Happy customers become loyal customers who are more likely to return and share their positive experiences with others.
Design Solutions
Long-term strategy is to automate the rebooking experience without involving CS help. In collaboration with design teams to identify design opportunities and consulted with product management, engineering, and data science teams to incorporate their perspectives.
Final Design: Empathetic Notifications
The email includes details about GHI information, how the travel credit works, and a list of recommended vehicles. It guides the user directly to the checkout page to either replace the vehicle or explore other options.
Final Design: Cancellation Guidance
Enhance the visibility of host cancellation and recommendation list guidance. Show the host cancellation and rebooking info page when a cancellation is initiated. A badge and banner will appear on the home screen and SRP pages, remaining until the user rebooks or receives a refund.
Final Design: Simple Recommendation Page
Seamless personalized recommendation experience based on the user’s past trips, offering the most relevant car options with matched travel credit. Effortlessly access customer support, explore more vehicle choices, and compare options to enhance user engagement.
Final Design: Enhanced Search Options
Offer rebooking guests an option to search additional vehicles, allowing them to easily find nearby locations and available cars if the recommended page doesn’t meet their needs.
Final Design: Refund & View Other Cars
Approximately 10% of users encounter zero results on the vehicle list in the recommendations page. This presents an opportunity to enhance the search experience, guiding users to refine their search. Additionally, offer a connection to customer support to help find suitable vehicles and maximize rebooking credits to cover any price differences.
Product Impact
The test has been ongoing since the first half of 2023, and we’ve consistently observed strong evidence of higher rebooking rates among guests in the A/B test.
32%
Increased viewed the rebooking flow
21%
More rebooking via the rebooking flow.
2.3%
Higher on email rebooking rates than the control
Learning
The main challenge was managing technical limitations related to fixed pricing, travel credits, and customer support costs. To address this, I collaborated with stakeholders to develop a design vision for an automated support experience, aimed at both short- and long-term improvements in rebooking. By working with the research team, we refined the rebooking experience to boost rebooking rates in the short term, while focusing on long-term solutions to reduce travel credit spending and automate customer support.