Project Background
Competing with giants by obsessively focusing on payment friction
About Book It
Book It is a Southeast Asian travel booking app competing with giants like Agoda and Booking.com. Our differentiator: obsessive focus on payment friction.
While competitors have users drop off at payment, we built an experience where payment feels inevitable. Analysis revealed users would browse hotels, find their perfect match — then abandon 40-50% of the way through checkout, almost always at the payment step.
My Role & Scope
Cart Abandonment at Checkout
Analysis of competitor apps revealed a consistent pattern: users would browse hotels, load filters, apply promotions, find their perfect match — then abandon 40-50% of the way through checkout, almost always at the payment step.
Too Many Payment Methods
Users faced 10+ payment options regardless of their country. Overwhelming choice paralysis at the worst possible moment — right before conversion.
Confusing Currency Conversions
Hotels listed in one currency, payment in another, final charge in a third. Users couldn't predict the actual amount they'd be charged.
Surprise Fees at Checkout
Service fees, booking fees, taxes revealed only at final confirmation. Users felt deceived and abandoned rather than complete the booking.
Hidden Loyalty Options
Users had loyalty points or promotions available but didn't know until after booking. Missed opportunity to incentivize completion.
Tiny Mobile Form Fields
Payment forms designed for desktop, not mobile. Tiny input fields, difficult to tap, no autofill support. Mobile users abandoned at 2x the rate of desktop.
Last-Minute Hesitation
No social proof or trust signals at final confirmation. Users second-guessed their decision and abandoned rather than commit.
Target Audience
Three traveller types who abandon at checkout — and how the design solved for each
Nadia P.
Budget Planner
Female, 27, marketing executive, Bangkok
Mobile-first (Android/iOS)"I spent 20 minutes finding the perfect room, applied my promo code — then the checkout added taxes and fees I didn't expect. I closed the app and booked somewhere else."
Pain Points
- Taxes and service fees revealed only at the final confirmation screen
- Promo codes don't stack — can't combine referral credit with a discount code
- Local payment methods (PromptPay) buried below 8 international card options
- Tiny payment form fields frustrate her on mobile — mis-taps on card number entry
What Book It Designed for Them
- Transparent pricing at every stage — "Breakdown" always visible, no fee surprises
- Reward stacking: combine loyalty + referral + promo code with visual savings summary
- Geolocation-aware payment methods — PromptPay and GrabPay shown first, max 3–4 options
- Mobile-optimised forms: large input fields, autofill, numeric keypad for amounts
Key Design Decisions
- Fee breakdown button persistent throughout checkout
- Currency conversion explained before confirmation
- Reward stacking UI showing combined discount
- Payment method selection moved earlier in funnel
Payment is Progress, Not a Barrier
Six key design strategies that transformed checkout from friction point to conversion driver
Simplified Payment Method Selection
Transparent Pricing at Every Stage
Loyalty Moments
Mobile-Optimized Forms
Social Proof at Point of Booking
One-Tap Repurchase
Strategic Choices That Drove Conversion
Three foundational decisions that shaped the entire checkout experience
Payment Method as Primary Decision Point
Rather than hiding payment, make it a featured part of the filter/selection process. Users choose payment method early, which reduces surprises later and increases commitment.
Reward Stacking
Let users combine multiple discounts (loyalty, referral, promo code) with visual clarity on how much they're saving. Gamification of savings increases completion rates.
Trust Signals at Checkout
SSL badge, money-back guarantee, 24/7 support link all appear during final confirmation. Reduce last-minute hesitation with visible trust indicators.
App Interface & Features
Key screens showing the frictionless booking and payment experience
Before vs. After
Measurable improvements in conversion, abandonment, and booking volume
Results & Key Takeaways
Impact metrics and lessons learned from obsessive focus on payment friction
Payment abandonment dropped from 42% to 18%
Grew from 500 bookings/month to 3.2K+ within 9 months
Average rating on both iOS and Android stores
Mobile represents 68% of all bookings
Lessons Learned
Book It — Hotel Booking App
iOS & Android app design · Southeast Asia · 2023
Available on App Store and Google Play