Guest Checkout

What started as an experiment to reduce friction in our checkout flow actually gave us some extremely relevant UI findings!

We originally had in mind to optimize our booking experience by allowing users to checkout without creating an account. The reason was simple: we had observed over time that creating an account could slightly increase the friction on the user side.

One of the 3 experiments we ran was adding more context to each step of this new flow. The goal was to provide more information and guide our users through a journey they do twice a year on average. And it worked! By making the booking funnel crystal clear, we observed higher daily completion rates of the checkout flow!