Senior Product Designer · Booking.com Flights

Customers wanted to buy. There was nowhere to sell.

After booking a flight, people came back for extras and found a list of banners below the fold. I led the vision for a proper place to buy them, and leadership put it on the plan through 2028. The team refined, launched and iterated on each part.

Sep 2024 to Apr 2025

The booking details page in the vision. Under the two flights sits a section called Upgrade your trip: a row of extras, eSIM data and Security Fast Track, with a View all extras button. Traveller details, baggage, seats and the rest of the booking follow below. Two handwritten notes: the extras now sit right under the flights, and View all extras opens the extras page.

The booking details page before the vision. The flights, traveller details, baggage allowance, seats, flight details and insurance come first. Far down the page sit three banners, one under another: Need more bags, Want to choose your seats, and Fast Track. A handwritten note beside them: baggage, seats and Fast Track, three banners, more than three screens down.

The problem, from both sides

Flights needed to sell more extras. Customers wanted to buy them, just not while booking.

The business

Earn more from every flight sold.

Extras are what you add to a flight: bags, seats, Fast Track. Flights' ambition for 2025 was to widen that range and grow what it earns.

The customer

Secure the flight first. Sort the rest later.

Booking a flight is stressful enough. People told Flights research they keep the booking simple, and come back for extras once they know what the trip needs.

Too many decisions. I just want to get from point A to B with the least amount of hassle.

What the research said

People keep the booking simple, then come back for the extras.

You don't buy airport parking until you have a flight. Research asked customers when they would rather buy each extra, and the answer changes with the moment.

At booking

They keep it simple

Fewer decisions while they secure the flight. Protection is the exception.

80%would rather buy a fare lock while booking

After booking

They come back for the trip

Once the flight is booked they know the airport, the dates and the destination.

61%would rather buy an eSIM after booking. For airport parking, 55%

Near departure

They treat themselves

Comfort gets added in the last days before the flight.

50%of Fast Track and checked bag purchases made after booking happen within three days of the flight

Source Flights customer research and post-booking purchase data

What the data said

I looked at the existing data too.
After booking, almost nothing sold.

The post-booking funnel data pointed at the first step: few people even tapped the banners.

Before booking

~64k Seats sold a week

~47k Checked bags sold a week

After booking

<2k Seats and bags sold a week When offered, 1.6% bought a seat and 0.83% a bag.

What customers saw

Customers couldn't see where to buy.

Baggage, seats and Fast Track sat in a list below the fold, each its own purchase. People overlooked them: they had to scroll all the way down, and some never realised there was more to buy.

The booking details page as it was. The flights, traveller details, baggage allowance, seats, flight details and insurance come first. Far down the page sit three banners, one under another: Need more bags, Want to choose your seats, and Fast Track. A handwritten note beside them: baggage, seats and Fast Track, three banners, more than three screens down.

What had been tried

Moving the banner had already been tried.

The Fast Track extra was tried in three places after the flight was booked. It barely sold, and putting it first took sales from the baggage extra. A better spot for one extra was a worse one for another.

0.05% of customers bought Fast Track when offered On the booking details page (after booking)

0.13% bought it when offered With the confirmation page added

Stopped Moved to the top of the page More clicks, no more sales, fewer bags sold

The condition

Whatever fixed it had to hold six extras, not three.

Flights sold three extras after a flight was booked. For 2025 it planned three more. The business needed them, and customer research showed people want to add what they skipped while booking. In a list, that made six banners, each one further down the page.

2024 · Three extras

Baggage, seats, Fast Track

2025 · Three more, six in all

Lounge access, eSIM, airport parking

The workshop · 13 and 14 November 2024

I brought 27 people into one room for a two-day workshop.

Eight disciplines in a room in Amsterdam, with London on Zoom. We left with four focus areas and the ideas I explored next: the carousel, the extras page and the email.

A meeting room with a harbour outside its windows. About fifteen people sit in armchairs facing two wall screens. One screen shows a colleague joining by video call, the other a board of sticky notes. Faces are blurred.

The call

Visibility first. You can't personalise a surface that doesn't exist.

The focus areas came from problems we found in competitors, our own product, the data and past experiments. I put two in the plan now and two later, so the roadmap promised only what was feasible.

Now · New extras

A pattern that scales.

Now · Visibility

Ways in where customers already look.

Later · Personalisation

The right extra for the trip.

Later · One checkout

Several extras, one payment.

The exploration

Ten concepts, drawn as one system.

One page for all the extras, the ways into it, and one checkout behind it. I drew it as a single flow so each team could see where its part sat.

The whole design as one flow chart: the pages a customer sees after booking a flight, the new ways into the extras, and the new basket and checkout.

Grey is what already existed. Green is the new ways in. Orange is the new checkout.

Usability testing · 7 rounds, 16 participants

In usability testing, my first two designs went unnoticed.

I first put the extras behind a tab (Exploration 1), then behind a segment control (Exploration 2). A carousel (Exploration 3) under the booking summary was the one participants noticed and explored.

Exploration 1 with the Booking summary tab selected: two tabs sit at the very top of the page, Booking summary and Available Extras, and the booking details show below. A handwritten note: participants missed these tabs, they did not expect them here.

Exploration 2 with Booking Summary selected: under the two flights sits a segment control with two settings, Booking Summary and Available Extras, and the traveller details follow. A handwritten note: participants did not know how to use this.

Exploration 3: under the two flights sits a section headed Upgrades you deserve, a carousel of extras with Fast Track and Get more bags and a See all extras link. Three handwritten notes: what they can buy is shown up front; beside the See all extras link, opens the extras page; and they just booked, and are happy to add to it.

The pushback

The carousel got pushback. I let a usability test settle it.

The pushback

It pushes traveller details down.

The post-booking team did not want the carousel under the flights, above the travellers' details.

My case

Under the traveller list, extras get missed.

Traveller details are not going anywhere. The list grows with every traveller, so extras under it sink out of sight.

What settled it

A usability test.

Participants noticed and explored the carousel under the flights. It stayed.

Testing · The extras page

The extras page got a "wow", once people found it.

Participants understood the page the moment it opened. Getting there was the hard part. So I made the carousel the way in. It shows a few extras and a "View all extras" button that opens the page.

Impact after launch About 300 a day Customers who opened the extras page in its test

1.38% → 1.48% Customers who bought an extra, in that 7-day test

No harm The test's verdict. The page went live for everyone.

The extras page. A link back to the booking details, then two groups. Flight extras: baggage and seat selection, each with its price and a button. Trip extras: airport parking, lounge access, eSIM data and Security Fast Track. A card beside them shows the booked trip. Four handwritten notes: one click back to their booking; extras for the flight itself; extras for the whole trip; and, under the card, the trip these extras are for sits right beside them.

Testing · What else it showed

Testing also showed what the offer has to get right.

The moment

The confirmation email is the wrong moment.

People open it to check their booking, not to buy.

The price

Starting prices have to say who they cover.

Per traveller or for everyone was unclear.

The trust

Proof goes next to the offer.

People wanted reviews, or how many others bought.

The extras marketing email

I stopped leaving the extras to chance.

Nothing told customers about the extras. I introduced an email that is sent to customers 48 hours before their flight departs. From existing data, I proposed sending it only with three or more extras.

Impact after launch 10× More customers opened the extras page: 0.08% to 0.83%

+7% More customers bought an extra: 0.80% to 0.86%

+12 a day More customers buying an extra, about 4,400 a year

The extras marketing email. A blue top with the line: ready for your trip to Amsterdam? and a View all extras button. Under it, Upgrade your trip: baggage and seat selection with their prices, a panel headed Extras you can count on, then airport lounge access, eSIM data, airport parking and Security Fast Track, each with a button. Three handwritten notes. Beside the View all extras button: opens the extras page in a new tab. Beside the photograph of someone packing a suitcase: a real photo, not an illustration, people feel how an extra makes the trip easier. Beside Upgrade your trip: only the extras this customer can buy.

Landing it

I took it to Flights leadership. It became the plan.

A review with the product managers, the usability study, then the leadership review on 30 April 2025. The short-term ideas went into the roadmap, and the team refined, launched and iterated on each.

H2 2025 · Ways in

The extras page, and the ways into it

Order details, the confirmation page, emails, My Trips and notifications.

H1 2026 · Optimisation

Ranking, recommendations and copy tests

Extras ranked by what suits the trip and the route.

2026 to 2028

Personalisation, bundles and one checkout

What shipped

The vision I led is shipping. Live, piece by piece.

The carousel gets more clicks on the extras. The email sends ten times as many customers to the extras page, and more of them buy.

The extras carousel +42% More clicks on the extras in the carousel shown to customers

The extras page 10× Customers who got the email opened the extras page ten times as often

The extras marketing email +7% More customers buying an extra for their flight, from the marketing email

What I'd change

Next time I'd start where customers already look.

First I put a new page behind a tab, then a segment control. Neither is common on the Booking.com Flights platform, so people missed both. They noticed the carousel under the booking summary.

Back All work Moyinoluwa Olufisayo Next Plan it for me. Hand it over. Let me just drive. Scenra · 2026