HOI | TRAVEL COMPANION APP
Simplifying Airport Cab Booking on Hoi
Conceptual redesign of the Hoi Cab experience, driven by focused UX improvements. Our goal was to transform ideas into measurable hypotheses, validate them through user feedback, and scale the solutions that proved effective.
ROLE
UI UX Designer
Web, Android, iOS
PLATFORM
2026
YEAR
Business Goal
OVERVIEW
Increase cab booking conversion by making airport transfers easier to understand, strengthening value communication at the comparison stage, and supporting users through the entire journey—from selection to pickup.
Project
Cabs
Category
B2C Solutions
Tools
Figma
The existing cab experience lacked clarity, making airport transfers difficult to understand and compare. This resulted in friction during booking and lower user confidence.
THE PROBLEM
PAIN POINTS
What’s broken today?
User Behaviour: Users struggled to distinguish airport transfers from city to city travel, causing confusion while entering pickup and drop locations.
Booking Funnel Analysis: The cab comparison page was the primary decision making point but lacked strong persuasion cues to encourage the next step.
User Feedback: The value proposition of booking cabs through Hoi wasn't immediately clear.
Post-booking Feedback: Users were unsure where to meet their assigned cab after booking.
DESIGN GOALS
What this concept solves?
Improve Journey Clarity: Added clear From Airport and To Airport labels with simplified terminal selection to reduce confusion.
Boost Purchase Intent: Introduced strike-through pricing, offer banners, and benefit highlights to increase perceived value.
Enhanced Decision Making: Redesigned cab cards to prioritize passenger capacity, luggage, fuel type, and loyalty rewards.
Built Post-Booking Confidence: Revamped the Why Book with Hoi section and added pickup guidance for a smoother arrival experience.
My Design Decision Framework
PROCESS
We redesign to validate hypothesis and user behaviour
Ideas
Hypothesis
Evidence Analytics Heatmaps
UX Principles
Design
Experiment
Measure
Iterate
Data Backed Decision
GA Events
We regularly check funnel and take data based decision for designs
Competitor Analysis
Research
Analysed competitor cab booking platforms to identify UX opportunities and best practices.
Solution
Below are the key use cases, challenges, and proposed solutions.
Insight 1
Users struggled to distinguish airport transfers from city to city travel, causing confusion while entering pickup and drop locations.
Solution:
Added clear Source and Destination labels, making it immediately apparent that the service is for airport transfers.
Simplified terminal selection with better contextual guidance, reducing selection errors.
Introduction of Loyalty Points
Easier Navigation
New Flow
Old Flow
Benefits
Creating Persuasion
New Flow
Old Flow
Insight 2
The cab comparison page was the main decision point but lacked persuasion cues to push users to the next step.
Solution:
Turned the comparison page into a decision surface with strikethrough pricing, offer banners, an animated
"Why Book with Hoi" ribbon and visible loyalty points.
Applied persuasion design with pricing cues, offers and rewards reinforcing value right where the decision is made
Made rewards visible before purchase by surfacing loyalty points on every option, so the upside is part of the comparison, not a post-hoc surprise
Insight 3
The value of booking cabs through Hoi wasn't immediately clear to users.
Solution:
Rebuilt the "Why Book with Hoi" section into visual cards with supporting imagery and benefit-led messaging.
• Communicated value through benefit-led framing rather than leaving users to infer why Hoi is the better choice
• Reinforced the proposition at the point of comparison, closing the gap between what Hoi offers and what users perceive
New Flow
Old Flow
Pickup Spot Info
Insight 4
After booking, users were unsure where to meet their assigned cab.
Solution:
Added a dedicated pickup guidance section on the booking confirmation page.
• Applied journey continuity by extending support past checkout to the moment it's actually needed — arrival
• Reduced post-booking uncertainty so confidence carries through to pickup, not just to payment
Designing Every Decision, Not Just Every Screen
DECISIONS
The redesign was driven by a simple principle: every design decision should help users make the next decision with confidence. Instead of optimising individual screens, we focused on the complete booking journey.
Search
01
Help users start with clarity
Clear From Airport & To Airport labels
Simplified terminal selection to reduce confusion
Compare (The key conversion moment)
02
Redesigned cab cards for easier comparison
Added strike-off pricing & offer banners to highlight savings. Introduced loyalty rewards to increase perceived value. Added a "Why Book with Hoi" ribbon to reinforce trust Surfaced contextual offers within the listing
Book Reinforce value before commitment
03
Stronger value communication to build booking confidence
After Booking
04
Reduce post-booking uncertainty
Clear pickup spot guidance for a seamless airport pickup experience
Key Takeaway & Results
Key Takeaway & Results
Key Takeaway & Results
The comparison page is where users decide whether to book or leave. By improving clarity, highlighting value, and reducing uncertainty at every stage, the redesign transforms a functional listing into a high-converting decision experience that supports users from search through pickup.
Hoi Cabs successfully crossed its first milestone of 100 bookings!
This marks an important early achievement and validates the UX improvements and product decisions made while launching this new business vertical. It establishes a strong foundation for continued optimisation and future growth.
Currently based in Delhi. Always happy to connect