The flights map is a little known feature on Skyscanner, that allows users to select a departure point and essentially see where in the world they can go from that point. It had a small – but dedicated – band of users, but had limited functionality due to it being built in flash and suffered from a poor user experience when trying to progress to booking the flights.
Map Conversions Boosted By 73%
When it came to developing a new map, we undertook a lot of user research, looking at various map offerings, to find out user’s likes and dislikes, and in particular what they actually use a map for. This gave us some great understandings on the journey we want them to take.
Rebuilt for the future
We assessed all the various map tools at our disposal, but eventually settled on using Google Maps as the base, as it provided the right level of detail and functionality that we required, including the ability to operate on mobile devices, when we were ready to launch that feature.
We ran the new map as part of an A/B experiment against the old map. The change in conversion rates was outstanding with users entering the new flights map, converting 73% higher compared to the old map.
As the Product Manager for the Flights Map I oversaw the entire development of the new version.
- Working with UX researchers to establish best practises and user requirements
- Liaising with designers and developers to create the new version
- Creation and analysis of the A/B test and global roll-out plan