A/B Testing
Conversion
Data-informed design
Payments
Role
UX designer
Method
A/B tests and launch data
Where
Webjet, Australia and New Zealand
Outcomes
One shipped, one launched, one rolled back
+11
%
Mobile flight conversion with the pre-filter spotlight
44
Split-payment bookings in the first 24 hours
−20
%
Hotel add-to-cart with promoted deals, so we rolled it back
Pre-filter spotlight
What we noticed: On short-haul routes like Bali and domestic flights, we pre-filtered search results to hide flights with multiple stops, because most people don’t choose them. But nothing told people we’d done it. We were making a choice on their behalf without saying so.
What I changed: I recommended a spotlight that points to the pre-filter pill when results load, so people see that the results are filtered and can change it. Once someone acknowledges it, they never see it again, so it informs people without getting in the way.
What we measured: Flight conversion, and how many people continued from the results page.
What happened: On desktop, no difference, which was the right outcome for a change made for transparency. On mobile, the new version performed better: flight conversion was up about 11%, and more people continued from the results page.
What we did next: We rolled it out on desktop and mobile, and it’s still live today.
001
The spotlight. It points to the pre-filter pill the first time results load, then never shows again.
Split payments
What we noticed: Bookings over $10,000 couldn’t be paid with a single payment method, and customers only found out at checkout, after they’d already chosen everything. We’d wanted to fix this for a long time.
What I changed: We partnered with Hands In, a new split-payments provider, to let people pay with more than one card or method. On our side, I added split payments to the review page. Hands In didn’t have a design team, so in our first meeting they asked us to design their side too, and I designed their entire hosted checkout flow, the pages customers use to split and complete the payment.
What happened: Early results, from the first 24 hours: 44 bookings were paid with split payments across Australia and New Zealand. Most people used two cards, and 11 split across three, combining cards and Afterpay. The surprise was booking size: the average split booking was around $2,700 in Australia, far below the $10,000 limit that started the project, so people wanted flexibility on everyday trips too. The largest was over $11,800.
What we did next: It launched in Australia and New Zealand, and split payments is now a standard way to pay on Webjet.
002
The Hands In checkout. The hosted flow I designed for customers to split their payment across cards and Afterpay.
Hotel prominence
What we noticed: Commercial wanted to lift bookings for high-value hotels, those with inclusions like drinks and spa credits, by making them stand out from standard listings.
What I changed: I designed a more prominent treatment that clearly set these hotels apart. Going in, I raised a concern: inclusions push the price up, and if the price isn’t right, making a hotel more visible won’t make people book it. Commercial wanted to try it, so we tested it.
What happened: People were about 20% less likely to add a hotel to their cart with the promoted version. Bookings also trended lower, though the sample was too small to call it.
What we did next: We rolled it back. It reinforced something I’d seen across our research: people notice inclusions, but price decides the booking.
003
The promoted hotel listing. The more prominent treatment for hotels with inclusions, which we later rolled back.