Driving conversions with a rewards-based payment method

How did I convince the product team that we should redesign Booking.com Wallet to really serve our travellers?

Business challenge

As traffic into the Wallet was increasing strongly due to more strategic teams issuing rewards, it was imperative we fix the confusion to minimise missed Wallet conversions.
Traveller problem

The separate ‘Rewards’ tab (displaying where rewards were earned from) and Wallet’ tab (displaying available rewards and spending history) were confusing, causing a lack in comprehension and thus, indirectly affecting Wallet engagement and conversion rates.
My approach

Wallet FAQs were meant to comprehensively serve information about Wallet management and usage, yet traffic to this area was extremely low, signalling unmet user needs due to low content quality. I led an optimisation effort to improve Wallet FAQ content, with an intent to also uncover strategic questions prioritising Wallet unification as a UX-led project in the next product roadmap.

I knew that if we were to run user research on the Wallet FAQs, we would collect quality feedback that would influence the Wallet product strategy. While I knew roadmapping conversations were scheduled in the next quarter, I invested in a low-effort Wallet FAQ content redesign project.

This turned out to be a really smart move-not only did it give us a much better FAQ section, it also generated data-supported insights around a past foundational design choice that reduced our potential conversion rates.