This case study is about unlocking incremental revenue through increasing add-ons attachment rate, without hurting core conversion in a booking flow used by millions of users.
Almosafer wanted to increase the attachment rate of add-on services like trip insurance, airport transfers, and auto check-in during flight bookings. Despite placement in the funnel, users were skipping them, impacting revenue and overall product monetization.
The real job wasn’t “show add-ons”; it was: “help users easily understand and confidently select relevant add-ons ****that improve their travel experience, without feeling pressured.” Users needed to perceive clear value, not just be presented with options.
The attachment rate of add-ons is low on all platforms (iOS, Desktop, Android, PWA).
My Role Product Designer (Flights)
What I Did
Team
Product Designer (me), UX Researcher, Product Manager, and Engineers
Based on the business estimations, our previous research, and industry reports, users are highly interested in add-on services.
I looked for behavioral signals, not opinions from more than 100 recordings. Where users paused, scrolled past, hesitated, or corrected errors.
The findings show that users are mainly overlooking the add-on services, while lengthy descriptions and technical errors also prevent them from selecting the services they want.