Book Now, Pay Later

Company  Goibibo .Year  Mid 2019

Overview:

This project worked over in two phases, to analyze the market potential by building an MVP, and then gathering the basis of the learning which we iterated the designs, and then the feature was released as Book Now, Pay Later in 2020.

What is Pay Later?

Pay later helps the user make a confirmed booking, by providing standing instruction of auto-debit charges for the hotel using a credit card or UPI (Future) closer to the check-in date.

Business Objective

Increase funnel level conversion from room selection page by 8.5-10% by providing pay later as an option for the user to book now and pay later.

Target audience

The credit card users on our platform who book & opt for high value hotel rooms with an advance booking window.

What it means to a traveller?

Pay Later in other sectors

Pay later has become a way of providing flexibility to the customers, and give them the freedom to obtain a product or service and pay later! A lot of brands are going with pay-mode flexibility and are seeing a good uptake.

How are we solving it?

V 1 : MVP

As an MVP we launched Reserve now, pay later (RNPL). A simple flow indicating the availability of RNPL, and the option to choose a mode of payment.

V 1 : User testing by our UX research team

What worked?

• All users easily understood that there are 2 different payment options

• Some users felt they don’t have to pay now, can save money now & pay at time of travel.

Pain Points

• Reserve @ 1 Noticed by few users

• The word reserve did not affirm as a confirmed booking

• Some Users felt it could mean, paying the balance at the hotel

Redesign from learnings

From the user research, it was concluded that communication has to be improved overall in the funnel and also educate the user on how the pay later works.

Here are few iterations I did before I arrived at the final designs.

Based on the iterations and testing the mock designs with the users we concluded that, 

1. Book at Re.1 communicated that you could buy a room at just Re.1 and also feels like a confirmed booking. Book Now, pay later, or book at zero did not feel like the user was getting a confirmed booking

2. The timeline was a better way of making the user understand how the Book at Re.1 works.

3. Also, users liked the way saved cards was shown in the choice of payments section

Revised designs

Impact

After making the above changes and launching the book now, pay later feature we saw an increase of approx 9% funnel level conversion among credit card users and having a significant increase in our booking numbers.