#2 Sales for AirAsia Travelmall Duty-Free Web Shop

How can we improve the duty-free shopping experience on Travellmall to improve conversion rates?

UX Audit and Recommendations

(6 Nov - 6 Dec)

Client: AirAsia Group (Malaysia)

Role: Team Lead

AirAsia Travelmall Audit

  • Travelmall has had low traffic and low conversion rates and the team was tasked to investigate.

  • Internally, stakeholder interviews, design iterations and attempts to improve information architecture had not yielded results.

  • Our role was to evaluate users’ pain points and design solutions to address them.

Research Focus: User Expectations vs User Experience

  • As we were unfamiliar with the product and market, our research focused on user motivations and the competitive landscape through a broad range of methods, to gain a thorough understanding in a short span of time to give sound recommendations.

  • Based on what AirAsia shared, we explored how their main competitors (KingPower, ishopChangi and Sephora ) compared in terms of product offerings, target audience, unique value proposition and web & app user flow design to emulate their success.

  • Thorough analysis and evaluation of the existing site was conducted based on Jakob Nielsen’s 10 Usability Heuristics, to guide our clients to step-by-step to improve the basics.

  • We conducted survey & interviews to learn about users’ expectations & habits around duty-free shopping online and where AirAsia could match them.

  • Live walk-through sessions were conducted to discover how users interacted the website, as well as their impressions and opinions.

Key Insights

  • What was done well?

    • Customers liked that the site tagged discounted products

    • Interviewees expressed pleasant surprise that AirAsia had Travellmall

    • User surveys show that most users are new to duty-free online shopping with - AirAsia has early adopter advantage if the site can improve

  • 1. Pressing Technical Issues

    Basic technical issues stood out as the most urgent to resolve for smooth user experience.

    • Trouble logging in with 3rd party social buttons (mitigated by the team)

    • Products were not shown as expected

    • Flight number could not found

    • Significant wait time frustrated users

  • 2. Improve Error Flows

    • Central contradictory flaw was discovered in user flow, which caused errors when users attempted to change delivery methods

    • Ideally, users should be guided down the most relevant path for them

    • As a stopgap measure, we also suggested an interim path that was longer but would allow for successful checkout

  • 3. Provide More Information

    • Users felt information, especially for delivery methods, was insufficient

    • Priority should be given to delivery method info to help users make a successful purchase

    • For products, users also wanted more information but scale is larger so this could be done progressively

  • 4. Improve Branding & Design

    • Users said the website design was not appealing and seemed untrustworthy

    • Branding and design could be improved to help the site appear more legitimate

    • Addressing 1. and 2. will automatically improve level of trust users have

  • 5. Manage Display of Unavailable Products

    • Unavailable products could be used to collect leads for user interest

    • Instead, users were frustrated by navigating into overly specific categories only to find nothing available, over and over again

Expectations vs Experience

Duty-free shoppers expect cosmetics, alcohol and limited edition items to be available, citing these as the top products they look for

Difficulties with searching for items and interrupted user flow before adding to cart

Most expect duty-free to mean lower prices, more convenience and special items suitable for gifting

Promotions were displayed prominently and desirable, but users had difficulty finding items due to site organisation

Users expected more information about different delivery methods (home delivery, airport collection or in-flight collection)

Collection methods were confusing and users had many questions about them

Often, “no products available” was shown when navigating site - products seemed limited and users said the UI did not feel trustworthy due to navigation issues

Duty-free sites expected to have authentic and legitimate products, and a broader range of travel-exclusive products

AirAsia_Before

Before

  • Users went through multiple loops before being able to add anything to cart

  • Issues of many products not available once a user toggled to a different delivery method

  • Difficulty searching for products as the categories were too narrow

  • Website described as not appealing and difficult to trust from user feedback

After

AirAsia has since made a number of updates to their site

  • Removed option for airport delivery and focused on in-flight delivery

  • Product listings improved to highlight available products and promotions

  • Search and categorisation functionality improved, highlighting branded cosmetics/perfumes and alcohol

  • Rebranded to AirAsia MOVE

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