Travel widget

Problem

Less than 20% of T‑Bank users are aware of the travel service available in the app. Retention in the travel section is low. The entry points to the service are buried behind multiple clicks — accessible only through the bank's search or lifestyle services.

Goal

Increase user awareness of the travel service by simplifying the entry flow, thereby boosting retention, service engagement, and the number of bookings.

Metrics we influence

• ✦ increase MAU in the travel service
• ✦ increase the number of bookings
• ✦ improve retention

Hypothesis

• ✦ if we place a travel widget on the bank's home screen (35 million MAU), it will simplify entry into travel (1 click) and boost awareness of the service among bank users
• ✦ if we segment content by audience based on their spending and interests, the content will be more relevant and engaging for users
• ✦ if we update the widget content daily, it will heighten user interest, leading to improved retention in the service
• ✦ if we make the widget interactive rather than static, it will increase engagement, driving more traffic into the service

What was done

• ✦ launched an MLP version of the travel widget on the bank's home screen (35 million MAU)
• ✦ content adapts to events and seasons, for instance, in winter we suggest destinations for skiing or snowboarding
• ✦ alongside the widget, developed a dedicated trip page to share extensive details about destinations and boost bookings