Our team was asked to redesign the checkout flow for Access Development, a leading employee discount network. The goal was to consolidate multiple disjointed checkout experiences into a single, cohesive flow that would work seamlessly across both mobile and desktop platforms.

Access Development is a discount network that features coupons and discounts on its members-only platform. Products include discounts on restaurants, apparel, electronics, and travel-related services like flights, hotels, car rentals, and tickets for attractions like theme parks. For this project, our focus was on the checkout for travel products.

Project Overview

My activities

As a UX designer on this project, I conducted research, created prototypes and high-fidelity screens, and conducted usability tests. My focus was on the bundle-only flow, while another designer from our team built out the cross-selling flows.

The Challenge

Access Development faced a significant user experience issue due to legacy code resulting in different checkout designs and flows for various travel products (flights, hotels, car rentals). This fragmented experience was confusing for users and potentially impacting conversion rates.

Our challenge was to create a unified, intuitive checkout process that would enhance user satisfaction and streamline the booking experience. Initially, we set out to:

1. Consolidate separate checkout processes for different travel products into one unified flow.
2. Ensure that the new design could be implemented within the constraints of their existing design system and technical infrastructure.
3. Complete the redesign within a 4-week timeframe.

As we moved forward with user research and competitive analysis, we discovered that users expected more than just a streamlined checkout process. The inconsistent experience across products and platforms were not just a usability issue, but also impacted the perceived reliability and professionalism of the Access Development brand. The siloed nature of the existing checkout processes was also preventing them from offering complementary services or bundles, a key value proposition for their discount-oriented userbase.

The Solution

Our final deliverable was a set of high-fidelity mobile screens showcasing the end-to-end unified checkout experience. The proposed design centered the unified checkout experience that addressed the initial challenge while also allowing for further growth in business opportunities.

Unified checkout

The checkout process works across all travel products (flights, hotels, car rentals). Taking a mobile-first approach, we designed and used components that could easily be scaled for the desktop version of the site as well.

Leveraging Access Development’s internal design system, we ensured that every element of the new checkout flow aligned with the company’s visual identity. This consistency helps reinforce brand recognition and builds user trust. Secondly, reusing components meant less development resources.

Price transparency

A review and purchase page shows the transparent pricing structure that clearly displays base prices, taxes, fees, and potential savings, especially for bundled bookings. This clarity helps build user trust and highlights the value proposition of Access Development’s discount network.

Given the volatile pricing for things like hotels and flights, it was also important to keep the user in the loop regarding such changes. The review and checkout pages also call out any such fluctuations, including clear microcopy to highlight savings on individual items as well as bundled items.

Multiple pathways

We introduced a “Bundle and Save” option, allowing users to easily book multiple travel components in one transaction. This feature enhances user convenience and also opens up new cross-selling opportunities.

Uncovering further opportunities

We organized some of the key insights from user interviews, competitive analysis, and usability tests. These shaped our approach to redesigning the Access Development checkout process.

Travel booking user journey

Platform inconsistency

Each travel product (flights, hotels, car rentals) had its own unique checkout process. This lack of consistency was confusing for users, especially those booking multiple services for a single trip.

As new product offerings were added to their portfolio over the years, they had been added to the platform, each with their own customized checkout flows. This legacy codebase had resulted in a fragmented and inconsistent checkout experience across their various travel products. The checkout experience varied between mobile and desktop platforms, further complicating the user journey and potentially driving away mobile users.

Beyond shopping carts

Our initial brief sounded a lot like a shopping cart. But researching the travel booking industry quickly helped us realize there was a reason no other platform was approaching this with shopping carts because of price fluctuations.

Dynamic pricing

Unlike a traditional e-commerce cart, we needed to account for the volatile nature of travel pricing, especially because prices tend to fluctuate over minutes. Our research with users had also indicated that they tended to complete their booking over time as they searched for the best deals.

Communicating price changes

• Updates prices in real-time as users build their travel plans
• Clearly communicates any price changes to maintain transparency
• Allows users to lock in prices for a limited time during the booking process

This approach differs from a basic shopping cart in that it doesn’t allow items to sit indefinitely. Instead, it creates a sense of urgency while still giving users the flexibility to build their ideal travel package.

Pricing breakdowns

To build trust and meet user expectations for savings:

• Each component of the bundle shows individual and bundled pricing
• Total savings are prominently displayed and updated in real-time
• All fees and taxes are clearly itemized

This level of transparency goes beyond a typical cart summary, directly addressing user concerns about hidden costs in travel bookings.

Bundles vs. travel packages

Rather than a cart that accumulates individual items, we wanted to encourage users to think in terms of complete travel packages:

• Presents complementary travel components based on initial selections
• Highlights potential savings when items are bundled together
• Allows for easy customization of pre-suggested bundles

This bundle-centric design addresses the user’s complex deal-hunting behavior by simplifying the process of finding the best overall value for their trip.

Utilizing the design system

• We utilized Access Development’s color palette, typography, and iconography throughout the new interface.
• Custom components were created to fit within the existing design language while addressing specific needs of the checkout process.
• We maintained consistent spacing, layout, and interaction patterns as defined in the design system.

By adhering closely to Access Development’s design system while introducing these new features, we created a solution that feels familiar to existing users while significantly improving functionality and opening new business opportunities.