Kupibilet 2024 Checkout · Ancillary revenue

Bundling travel extras inside checkout

Check-in, refunds, and insurance competed for attention before payment. I helped turn separate offers into a package customers could evaluate without leaving their booking.

My role: Lead Product Designer
Platforms: Web checkout
Team: Product team

average order value from services: +2%
support contacts about refunds: −6%
negative reviews: −9%

The bundle brings check-in, insurance, and refund protection into one checkout offer.

My role & the design decision

Present the bundle in a contextual modal at the second checkout step, rather than adding a separate pre-payment screen.

My contribution

I mapped the booking journey, organized services by customer value, reviewed offer patterns, and helped test the two presentation options.

Collaboration

Product, analytics, support, and engineering worked on the offer and its evaluation. The reported business results belong to the project as a whole.

More offers meant more decisions before payment

A traveler buying a flight also had to interpret separate offers for check-in, refund protection, insurance, and meals. Each asked for attention while the customer was still trying to finish the booking.

The commercial opportunity was ancillary revenue. The design risk was making the flight harder to buy, or selling services customers misunderstood. A package needed to reduce the evaluation work, not just combine several charges.

Original additional-services purchase flow — Different benefits, prices, and controls made each extra a new decision.

Define the value before drawing the bundle

I mapped what travelers wanted, where they felt uncertain, and what each service could actually address. Comfort, flexibility, and protection describe different needs; grouping them only by product category would not explain why to buy a package.

Observation: Travelers want a low fare and reassurance if plans change.
What it means: The cheapest booking and the most protected booking are different choices.
Design response: Explain the benefit and limits of protection alongside its cost.

Observation: The offer appears after customers have already invested effort in booking.
What it means: An interruption has a cost even when the offer is relevant.
Design response: Keep the offer in the existing checkout context, with a visible way to continue without it.

Traveler needs, pain points and proposed solutions — The value map connects customer needs to service benefits.

Checkout journey and emotional-state map — The journey maps the decision to accept, decline, or add individual extras.

Make the service rules explicit

Before choosing a layout, I brought placement, motivation, interaction states, and messaging into one service matrix. A configurable service such as check-in needs different controls from an on-or-off refund product.

This work helped distinguish what belonged in the package, what still needed a setting, and what the offer had to explain before a customer could make an informed choice.

Service matrix covering placement, motivation, interaction states and messaging — The service matrix records why an extra matters, where it appears, and how selection works.

The offer had to earn its interruption

I reviewed travel and checkout flows for ways to explain extras and keep the purchase moving. We then compared a separate pre-payment screen with a modal in the current step.

Quick usability sessions favored the modal for scanning and continuity. That is qualitative support for the presentation choice; it is not a quantified checkout-conversion result.

Alternative considered

A separate offer screen

More room for service explanations and configuration.

Trade-off. Creates another destination before payment and separates the offer from the booking.

Selected direction

A contextual modal

Keeps the booking in context while giving the bundle a focused decision surface.

Trade-off. Less room for detail. The offer must prioritize contents, price, and a clear skip action.

Interstitial service package concept — A dedicated service step gives the offer more space, but adds a detour.

Modal service package concept — The chosen direction concentrates the offer and retains an explicit way to skip it.

Sell the benefit without hiding the choice

The offer pairs each included service with a short explanation. Coverage options sit beside their prices; accepting the package and skipping it remain separate actions.

The important balance is commercial: a bundle can increase service value per order, but a higher total is not success if customers abandon the flight or need support to undo a purchase.

Competitive analysis for travel service packages — The competitor review helped compare service explanations, placement, and the length of checkout flows.

Contents before commitment: Explain what is included before asking customers to add the package.
A visible price comparison: Show each price beside coverage so options are easy to compare.
A direct way to decline: Keep the option to continue without extras clear and easy to find.

Commercial results, with customer signals alongside them

The project reported +2% services AOV, with fewer refund-related contacts and negative reviews. The record does not establish that the interface alone caused either reduction.

average order value from services: +2%
support contacts about refunds: −6%
negative reviews: −9%

These changes were reported in the project summary. Baselines, measurement dates, sample sizes, and whether the figures represent relative changes or percentage points are not available.

A journey map and service matrix made the package’s value, settings, and placement explicit before the team settled on its presentation.

A revenue gain is useful only if the booking still completes

The project reported services AOV. To evaluate the whole offer, I would pair that with revenue per booking and checkout completion, rather than optimize acceptance alone.

Primary KPI

Service revenue per completed booking: Ancillary revenue divided by completed flight bookings. This captures both package uptake and service value.

Supporting metrics

Add-on attach rate: Completed bookings with at least one service, split by package and individual extras.
Services AOV: Service value per order, using a consistent denominator and refund treatment.

Guardrails

Checkout completion: Customers exposed to the offer who complete their flight booking.
Service-related contacts: Support requests or refunds indicating that the offer was misunderstood.

A package is a product decision before it is a layout

The useful work was deciding which services belonged together and when to ask about them. The next evaluation should connect revenue per booking to completion and service-related refunds, so a larger order does not hide a worse booking experience.