As the number of smartphone users and mobile shoppers are globally increasing, customers are demanding fast and frictionless mobile experiences along the way. When people have a negative brand experience on mobile, they are over 60% less likely to purchase from that brand in the future than if they have a positive experience.
The current state of FlixBus mobile web UX, it is mobile responsive but not yet mobile optimized. It is unfortunate that FlixBus mobile web’s conversion rate is the lowest compared to desktop, mobile app and tablet. FlixBus definitely needs to step up the game to improve their mobile web experience. Overall, the perceived friction is too high to convince customers to purchase over the mobile web.
How can we provide a seamless “close to mobile native” booking experience and increase at least 1% conversion on FlixBus mobile web?
There are two things we are focusing on, to improve the mobile web experience: performance and UX. We called this initiative “Sonic”, a cross-functional task-force to support the transformation of our mobile website to a performant ProgressiveWebApp. Beside the technical improvements, this initiative will support the rethinking of the Mobile UX, by allowing capacity to rebuild the User Interface. Cooperation, iteration, and alignment between all customer-facing teams will be a key factor towards this common goal.
We thought of 3 initial steps to ensure the smooth collaboration with the agile teams:
1. Identify usability issues and UX insights from customers on the current mobile web
2. Conduct Design Sprints with cross-functional teams to create prototypes of the optimized mobile UX Design. The prototypes should be closed to mobile native UX. (Two prototypes were created covering “search” and “check out” functionality)
3. Extend and adapt our design system to reflect the outcomes and ensure it is efficiently adopted across teams, to simplify future iteration.