Boosted Conversions

Background

Following the post-launch stabilization period, our team began to identify important signals from user feedback. We found that the booking flow in version 1.0 of the app was considered impractical. Some users felt the process was not direct and required too many steps to complete a field reservation. Although this was not a universal issue, a portion of our users felt their experience did not meet expectations. As a result, booking growth through the app did not show a significant increase, and the website remained the favorite channel for users.

Observe

As mentioned previously, some users complained that the booking flow was inefficient and felt too long. To address this, I started with a short research phase to confirm these findings through interviews and data analysis.

The research began with registration and booking data, which revealed a very promising pattern. It turned out that not all users felt the booking flow was too long. I discovered that these complaints generally came from users who had accounts older than two months or those who booked frequently. This initial finding led us to identify two types of users: Experienced Users and Non-Experienced Users, each with different characteristics.

From the research results, the experience of "Experienced Users" showed that they no longer needed detailed information about the venue (such as the number/type of fields, location, price, or rules) because they were already familiar with it. They only required crucial information like slot availability and the existence of discounts or promos.

A deeper investigation led me to a feature that had previously run. Through product development records, the team had performed A/B testing on the website to compare two different booking flows, one of which was called "quick-booking." At that time, this test aimed to see which flow was more preferred. The results showed that the quick-booking flow on the website had much higher traffic compared to the existing booking flow at the time.

Insight

From the observation above, I gained clarity that in this case, there are two types of users: New Users (Non-experience Users) and Old Users (Experience Users). The results from the quick-booking A/B testing on the website previously became a strong suggestion to implement a similar feature in the app as a solution.

Therefore, it was concluded that there was actually no problem with the default (existing) booking flow or display for users in general. However, what actually happened was a shift in the user experience during booking for users who frequently use the app (experienced/expert users) - Insight Statement.

Implementation Testing

Based on the observations and our insight statement, a "Quick Booking" flow for the mobile app is very worth considering. However, this feature needs to be improved with several additions to overcome the weaknesses found in the previous website version.

Features to be added include:

• Showing all available slots for all fields within a single venue to give users a comprehensive overview.
• Allowing users to easily compare empty slots across different fields.
• Ensuring the "add-to-cart" or booking process simple and intuitive.

It is important to remember that this new flow will not replace the default or existing booking flow. The goal is to ensure that non-experienced users (new users) can still access venue and field details so they understand the context of each step in the purchase process.

Concept Model

Here is the conceptual flow for the two idea categories: "Experience User" and "Non-Experience User":

During the process, the team added a small detail to the conceptual flow. The team agreed to change the old name "Quick-Booking" to "Fast-Booking." Moving forward, this product development will be named Fast-Booking.

Quick JTBD (Jobs To Be Done)

To provide clearer direction for product development, I included a brief JTBD to make the user flow mapping process easier.

1. As a new user, I want to know about all the services within the app.
2. As a new user, I want to get complete information about locations (venues), fields, facilities, and available features quickly.
3. As a new user, I want to be able to make a booking after I have confirmed the location and time slot I want.
4. As an experienced user, I know exactly which field I want to use. I expect a fast and direct booking process without following the standard flow.
5. As an experienced user, I want to be able to make a quick comparison of slot availability at several locations (venues).

User Flow

Next, we created a user flow based on the conceptual model and JTBD. Below is the user flow applied to the app for the "Fast-Booking" journey on the homepage.

Wireframe

This was followed by creating wireframes or initial sketches to implement the solution, where users can directly find available slots for every field in a venue on the homepage without having to enter the venue details.

User Interface (UI)

After the wireframes were agreed upon by the team, the process continued to the mockup stage, involving the use of the design system or style guide that had already been implemented.

Release

Coinciding with several other new features and products that Gelora wanted to announce, the team agreed to make the quick-booking feature one of the highlights for the media conference. The rollout of the "Fast Booking" feature will be done gradually or through a full release, depending on the agreed product strategy. Once released, my team and I will continuously monitor its performance by analyzing usage data and direct user feedback. This step is crucial for identifying areas for further improvement and ensuring that "Fast Booking" provides an effective solution—especially for experienced users—while significantly increasing booking traffic through the app.

Result

We have arrived at this momentum—testing the impact of the solution by focusing on the data presented after the product release. As a product designer, it is our responsibility to ensure that the designed solution is effective and purposeful.

• Increased Bookings: Did this solution successfully increase the number of bookings in the app?
• Increased Sign-Ups: Is this solution capable of driving more sign-ups? This aligns with the opinion that "the booking process in the Gelora app is now easier, which could potentially attract users from other apps to migrate and create new accounts."
• Measurement Period: When should the measurement begin to get an accurate picture?

The data used for this analysis includes App Monthly Bookings and App Monthly Sign-Ups. This dataset was retrieved from Metabase, covering the period from April 2024 to June 2025.

For additional context regarding the measurement parameters: the Gelora App was first released in March 2024. The problems that triggered this solution were identified in Q3 2024, then processed and added to the development timeline in Q1 2025. The "Fast Booking" feature itself was launched in March 2025, during the month of Ramadan. Therefore, the measurement period for validation data begins from April to June 2025.

Based on the "App Monthly Bookings" chart, here is the analysis and conclusion:

1. Initial Period (January - March 2024)
   • Data from January and February shows very low booking numbers because the app was still in its early testing and development phase. In March, the app had just been launched and was not yet fully effective in attracting bookings.
2. Stable Growth Phase (April 2024 - January 2025)
   • Starting from April 2024 (the first month of effective data), the number of bookings showed a steady and gradual increase each month. This indicates good user adoption and shows that the app's functionality began to operate optimally and consistently for about nine months until January.
3. Peak and Temporary Decline (February - March 2025)
   • In February 2025, the number of bookings reached its peak. However, in March 2025, there was a significant drop in bookings because it was the month of Ramadan. During the fasting period, the time available for people to exercise is much more limited (usually only after breaking the fast), leading to less user activity in making bookings. This has become an annual trend. At the end of this month, we successfully released the "Fast Booking" feature.
4. Exponential Growth Surge (April - June 2025)
   • After the decline in March 2025, the app showed a very sharp and drastic jump in bookings during April, May, and June 2025. The number of bookings in June 2025 surged to reach an all-time high. This indicates the successful impact of the "Fast Booking" feature and other post-Ramadan strategies, which began to show significant results in attracting bookings within a short period.

Based on the "App Monthly Sign-Up" chart, here is the analysis and conclusion:

1. General Growth Trend Since Initial Release (March 2024)
   • In April 2024 (the first month of effective data), the number of sign-ups showed a significant upward trend, despite some fluctuations. This indicates positive overall user growth for the platform.
2. Early Rapid Growth Period (April – August 2024)
   • The app experienced a fairly rapid increase in sign-ups from April 2024 until it reached a peak in August 2024 (Q3).
3. Stagnation Period (September 2024 – February 2025)
   • After the peak in August 2024, the number of sign-ups stabilized and fluctuated slightly, forming a "small flat V-curve" that lasted until February 2025.
4. Significant Decline in March 2025
   • In March 2025, there was a sharp drop in sign-ups (indicated by the green bar). This decline was caused by the month of Ramadan, as mentioned earlier. However, as previously explained, we also successfully launched the "Fast Booking" feature during this same month.
5. Strong Recovery and Growth After March 2025
   • Following the decline in March, the app showed a strong recovery and a massive surge in sign-ups throughout April, May, and June 2025. By June 2025, the number of sign-ups reached an all-time high for the entire period. This indicates that the impact of the "Fast Booking" feature, along with other post-Ramadan strategies, has started to yield significant positive results.

Wrap-Up

In summary, the implementation of this solution is rooted in a deep understanding of user feedback, which was carefully processed through a structured product design process. It has been proven and verified to deliver a significant impact through data, and it serves as a key component in supporting the company’s business revenue. It is expected that this strategic approach will continue to drive sustainable innovation, improve user satisfaction, and strengthen the company's competitive position in the market.