51Trips
2022
How I tested the biggest funnel problem without code
Problem area
A metric that worried investors
Users wanted to document their trips and turn them into something they could keep. But documenting each day was slow, manual, and repetitive. Each day left undocumented made the pending work feel bigger, until giving up felt easier than finishing. Low completion rates meant the main product couldn't sell, acquisition costs had no return, and funnel numbers didn't meet expectations.
Starting point
Her incorporation brought very interesting dynamics at the UX level, always with a strategic perspective and involving the entire team. She's a natural researcher, passionate about diving deep into any area. Creative, cheerful, and always willing to lend a hand. Without a doubt, a great colleague and professional.
Design decision 01
Why weren’t users completing their trips?
Without resources for extensive research, we used old survey responses, user journeys, and generative interviews to build hypotheses about what was blocking users in the funnel. The data clearly showed that users didn't have time and the process was too tedious, especially for someone traveling or back to their daily routine. Only highly committed users were completing their trips, but the business needed to reach more people to increase sales.
Understanding the problem
Design decision 02
An intuition worth testing
With a clearer picture of the problem, we had the intuition that improving the daily entry form could be a first step toward solving it. We analyzed every field separately and evaluated which ones could be automated or simplified. We explored solutions like AI or automation, but at that time these technologies were too new and still limited, so we needed to find a way to make the form more dynamic without development resources.
Field insights
Design decision 03
Proving the heart of the concept
To validate our direction, we found an analogous tool similar to Typeform where users would upload their information and we would handle the rest manually, simulating the experience of reduced user effort. The results confirmed our hypothesis: all participants completed their days mostly on time, proving that less responsibility leads to higher completion rates.
Hypothesis validation
Retrospective
The groundwork is done
The completion rate was a metric investors watched closely, and we had strong intuition about what was blocking users. This was my first real experiment with limited resources, and it showed me how much a designer can move forward without depending on a development team.
Then company priorities shifted, but the research, the validation, and the strategy will always be there. To measure success today, I would look at completion rate per trip, time spent documenting each day, and conversion from completed trips to tripbook purchases.
