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Travel Picture Taker
Travel Picture Taker

OVERVIEW

Increasing membership conversions through pricing transparency

OUTCOME

  • Increased membership sign-ups by 13%

  • Generated $480k+ in incremental revenue

  • Reduced onboarding drop-off across key stages

  • Improved customer understanding of membership value and pricing

My role

Lead UX/UI Designer

Research

Timeline

6 months

THE CHALLENGE

Club Jetstar offers members access to discounted fares and exclusive benefits. Despite strong customer interest, onboarding conversion rates were lower than expected.

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Business believed the issue was friction within the sign-up flow. 

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My role was to understand where customers were dropping off, and identify opportunities to improve conversion while maintaining transparency and trust. 

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UNDERSTANDING THE PROBLEM

I started by reviewing analytics, customer feedback, support tickets, existing onboarding experiences, and also utilising research methods.

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  • Customer interviews

  • Existing experience audit

  • Stakeholder workshops

  • Journey analysis

USER RESEARCH

Working alongside the research team, we conducted customer interviews to understand how users percieved the onboarding experience and what factors influenced their decision-making.

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What customers told us

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  • Customers were abandoning the flow before completing payment

  • Users struggled to understand membership pricing

  • Key membership benefits were not clearly communicated

  • Customers were unsure whether the membership fee represented good value

"As a solo traveller I don't think I'd save much. What are the other benefits?"

"I don't know what I'm paying for and what I'm saving on right now."

"Theres so many numbers [prices] and information, I would just skip this."

KEY INSIGHT

The team initially assumed the problem was friction but research was suggesting differently. Customers were willing to complete the flow, but many didn't fully understand the value proposition until they reached the payment pages. 

There was a clear lack of confidence, and customers needed greater pricing transparency and clearer communication of benefits before commiting.

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Instead of how can we reduce friction during onboarding, we changed the challenge to how can we help customers understand the value of the membership?

EXPLORING SOLUTIONS

I explored several approaches with stakeholders and engineers. 

OPTION 1: Reduce onboarding steps

Pros

  • Faster completion

Cons

  • Did not address customer uncertainty

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OPTION 2: Increase promotional messaging

Pros

  • Stronger marketing

Cons

  • Risk of skepticism

OPTION 3 (CHOSEN): Improve pricing transparency and communicate value

  • Directly addressed customer concerns

  • Built trust throughout the journey

  • Aligned with customer research findings

THE SOLUTION

The final experience focused on helping customers make informed decisions with confidence

BEFORE

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CLEARER MEMBERSHIP VALUE

Benefits were simplified and prioritised based on customer 

AFTER

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BEFORE

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IMPROVING PRICING TRANSPARENCY

Pricing information was surfaced earlier and explained more clearly

AFTER

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DESIGN SYSTEM ALIGNMENT

The solution leveraged existing design system components and patterns to ensure consistency across the jetstar ecosystem.

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DELIVERY & COLLABORATION

Throughout the project, I partnered closely with product managers, engineers, and stakeholders to validate assumptions, prioritise opportunities, and balance customer needs with business goals

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This included:

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  • Design critiques

  • Stakeholder reviews

  • Iterative prototyping

  • Engineering collaboration

  • Design system implementation

IMPACT

The redesigned onboarding experience delivered measurable business outcomes

BUSINESS IMPACT

  • 13% increase in memberships

  • $480k+ in incremental revenue generated

CUSTOMER IMPACT

  • Improved understanding of membership value

  • Greater pricing transparency

  • Reduced uncertainty during onboarding

TEAM IMPACT

  • Established reusable onboarding patterns

  • Informed future optimisation opportunities

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Progressive Disclosure & Simplification (2024 - Current) Variant 2

Better price breakdown table

Transparency in designs and content/price

Removal of green ticks

Better page spacing UI

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