How I help Traveloka users better understand the Car Rental with Driver’s product information and product packages
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This project uplifted the conversion rate by 13% from product detail page to book.
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🗓️ Period
Oct - Dec 2025
💼 Role
Product Designer
👤 Users
Car renters on Traveloka
📱 Platform
Mobile app
Car Rental with Driver has a relatively low conversion rate, especially on the product detail page, where only ~47% convert respectively from product detail page → pre-booking page and pre-booking page → booked. This number was the lowest among all funnels in the journey.
About Traveloka
Traveloka operates as Southeast Asia's all-in-one travel tech platform, offering flight and hotel bookings alongside attraction tickets, activities, car rentals, and restaurant vouchers.
Car Rental sits alongside Airport Transfer as one of Traveloka's core ground-transportation products, offered with or without a driver. The product is a transportation solution for travelers' broader trip needs — whether exploring a destination city or handling multi-stop itineraries.
Project Summary
This project focuses on revamping the car rental journey, specifically on the product detail page (PDP) → pre-booking page → booked. Ultimately, the aim is to reduce friction and improve decision-making for users.
The Problem
Information Clarity and Product Structure
one of the biggest CVR drops occurs on the PDP, where only about 50% users proceed to the next step. PDP is the key touchpoint for users to understand what they’re booking, however, many users seem to lack sufficient understanding at this point from the inquiries below.
When users are uncertain about what they are paying for or what is included, they are more likely to drop off rather than proceed with the booking.
Insufficient or missing information
On the PDP, we refer to “Usage in Area 0” without clearly explaining what “Area 0” means and how the zoning system works.
Without proper context or explanation, users are left to guess what it means, when it applies, what the implications are, or what actions they need to take. This creates confusion and is likely to affect their purchase decisions.
