Tier pricing optimization
Redesigned checkout flow and pricing tier selection for Spain's largest bus operator using behavioral psychology principles. Live implementation showed improved conversion rates.
Transportation
2024
Travel
588M
17,000+
Challenge
The biggest ground transportation company in Spain needed to optimize their booking flow where users were experiencing decision paralysis during tier selection and abandoning checkout. The existing flow treated pricing tiers as simple options without considering the psychology of choice architecture or the cognitive load during transactional moments.
My role
Contributed to behavioral analysis and UX design focusing on choice architecture principles and friction reduction during the booking process.
Process
Phase 1: Behavioral Audit
Analyzed existing checkout flow for psychological friction points
Identified cognitive load issues during tier selection
Mapped decision-making barriers in transactional context
Phase 2: Choice Architecture Design
Applied behavioral economics principles to tier presentation
Redesigned information hierarchy to reduce decision anxiety
Simplified value proposition communication
Phase 3: Friction Reduction
Streamlined payment flow to minimize abandonment
Optimized form fields and interaction patterns
Designed clarity-focused UI for high-stress moments
Key behavioral interventions
Choice Architecture
Restructured tier options using anchoring and framing principles
Clear value differentiation to reduce comparison paralysis
Reduced Cognitive Load
Simplified decision points during checkout
Progressive disclosure of information
Payment Friction Elimination
Streamlined transactional flow
Clarity-focused interface during high-stress moments
Results
Impact
Live implementation - Deployed to production serving millions of users
Improved conversion - Client reported positive conversion improvements
Reduced abandonment - Streamlined booking flow reducing friction
What shipped
New tier selection interface
Optimized checkout flow
Behavioral design system for transactional contexts
Key learnings
Transactional moments require different psychological approaches than exploratory browsing. By reducing cognitive load and applying choice architecture principles, we transformed a decision-heavy process into a confident, frictionless experience.