Aviata
Aviata
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•
2022
2022
How we reduced the customer support workload by 10%
How we reduced the customer support workload by 10%
Results
Results
10%
10%
reduction in customer support ticket volume regarding exchanges and refunds
reduction in customer support ticket volume regarding exchanges and refunds
42%
42%
increasing conversion from the orders list to order details
increasing conversion from the orders list to order details
32%
32%
increasing conversion to the refund request page
increasing conversion to the refund request page
39%
39%
boosting conversion to the ticket change request page
boosting conversion to the ticket change request page
About
About
Freedom Travel (ex. Aviata.kz)
Freedom Travel (ex. Aviata.kz)
A leading Kazakhstan-based flight and rail booking service and a major player in the transportation market.
Aviata combines the functionality of a meta-search engine and an Online Travel Agency (OTA), allowing users to access content from Aviata, other agencies, and airlines all in one place.
A leading Kazakhstan-based flight and rail booking service and a major player in the transportation market.
Aviata combines the functionality of a meta-search engine and an Online Travel Agency (OTA), allowing users to access content from Aviata, other agencies, and airlines all in one place.
Problems
Problems
clients called support for refunds or exchanges because they didn't know how to manage it in the user dashboard
clients called support for refunds or exchanges because they didn't know how to manage it in the user dashboard
inquiries regarding routine operations strained the support team and increased wait times on the line
inquiries regarding routine operations strained the support team and increased wait times on the line
support staff were forced to act as "navigators," explaining the UI to customers instead of handling complex issues
support staff were forced to act as "navigators," explaining the UI to customers instead of handling complex issues
Goals
Goals
create an intuitive refund and exchange experience so users can handle these requests on their own
create an intuitive refund and exchange experience so users can handle these requests on their own
release support agents from routine tasks to handle complex and unique passenger issues
release support agents from routine tasks to handle complex and unique passenger issues
reduce the number of call center inquiries related to flight exchanges and refunds
reduce the number of call center inquiries related to flight exchanges and refunds
The design process began with a call center visit to form problem hypotheses, followed by a standard workflow: UI design, a quick hallway test, finalization, design review, and metrics analysis.
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Field research
Field research
Designing high-fidelity screens
Designing high-fidelity screens
Usability testing
Usability testing
Design review
Design review
Post-production analysis
Post-production analysis
Workflow
Workflow
The design process began with a call center visit to form problem hypotheses, followed by a standard workflow: UI design, a quick hallway test, finalization, design review, and metrics analysis.
1
Field research
2
Designing high-fidelity screens
3
Usability testing
4
Design review
5
Post-production analysis
Hypotheses
Hypotheses
After gathering and processing all the information from listening to customer calls, we defined the following problem hypotheses:
After gathering and processing all the information from listening to customer calls, we defined the following problem hypotheses:
users don't realize that the ticket (order) card is clickable, so they often fail to navigate to the details
users don't realize that the ticket (order) card is clickable, so they often fail to navigate to the details
users don't realize that the ticket (order) card is clickable, so they often fail to navigate to the details
users who do reach the order details often don't scroll to the bottom, so they remain unaware of the "refund" / "exchange" buttons
users who do reach the order details often don't scroll to the bottom, so they remain unaware of the "refund" / "exchange" buttons
users who do reach the order details often don't scroll to the bottom, so they remain unaware of the "refund" / "exchange" buttons
customers fear clicking "refund" / "exchange" buttons because they worry it might lead to irreversible actions like an immediate refund or exchange (poor ux copywriting)
customers fear clicking "refund" / "exchange" buttons because they worry it might lead to irreversible actions like an immediate refund or exchange (poor ux copywriting)
клиенты опасаются нажимать на кнопки «Вернуть» / «Обменять», так как это может привести к необратимым последствиям: возврату и обмену соотвественно (непродуманный ux-копирайтинг)
User dashboard — before
User dashboard — before
This was the legacy design of the user dashboard. It took three steps to complete a refund or exchange. The "Refund" / "Exchange" buttons were positioned at the very bottom of the booking details section.
This was the legacy design of the user dashboard. It took three steps to complete a refund or exchange. The "Refund" / "Exchange" buttons were positioned at the very bottom of the booking details section.
Desktop version — before
Desktop version — before
User dashboard — after
User dashboard — after
I redesigned the cards, slightly changing the structure and removing unnecessary elements. To make clickability clearer, I added arrows. We also moved the entry points for exchanges and refunds closer. In the order details, all primary actions were moved to the top.
I redesigned the cards, slightly changing the structure and removing unnecessary elements. To make clickability clearer, I added arrows. We also moved the entry points for exchanges and refunds closer. In the order details, all primary actions were moved to the top.
Card types
Card types
The new design was easily adaptable to all existing card types.
The new design was easily adaptable to all existing card types.
Roundtrip ticket
Roundtrip ticket
One-way ticket
One-way ticket
Expired ticket
Expired ticket
Reserved ticket
Reserved ticket
Cancelled / delayed ticket
Cancelled / delayed ticket
OWC (oneway combinable) / VI (virtual interline) ticket
OWC (oneway combinable) / VI (virtual interline) ticket
Desktop version
Desktop version
I redesigned the desktop dashboard to align with the mobile version.
I redesigned the desktop dashboard to align with the mobile version.
Beeline Kazakhstan
Beeline Kazakhstan
•
•
2025
2025
How we implemented online document signing
How we implemented online document signing
Aviata
Aviata
•
•
2023
2023
How relaunching anciliary services increased sales by more than 100%
How relaunching anciliary services increased sales by more than 100%
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