I redesigned vehicle selection in the booking flow to make alternative classes easier to discover and compare, helping reduce booking drop-off and improve session-to-order conversion.

Product: Gett Web Platform

Team: Gett B2B

Role: Product Designer

Timeline: Mar 2024

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Problem: A significant share of bookers abandoned the booking flow after entering the route and seeing the initially suggested vehicle class and price.

I hypothesized that many users did not realize other vehicle classes were available, even though they could technically access them through the existing selector. As a result, bookers who were dissatisfied with the first price or class could leave the flow without exploring cheaper, faster, or more suitable alternatives.

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Result:

I redesigned the vehicle-selection step to make alternative classes more visible and easier to compare, using a shortlist of relevant options and clear cues such as Best Price, Fastest, and Eco.

The winning concept performed best in usability testing and was later validated in an A/B test, where it increased session-to-order conversion and reduced incomplete bookings.

• ≈5% increase in session-to-order </aside>

📌 Context

Gett’s B2B booking form is the core flow used by corporate bookers to arrange rides for employees.

The form allows users to specify:

• who is travelling;
• pickup location;
• destination;
• pickup time;
• vehicle class;
• trip-related business information.

Once a pickup location is entered, the system loads vehicle classes that are available nearby.

After the destination is selected, Gett calculates the route and shows an estimated trip price.