Redefining Schedule Selection — User-Intent Driven Design
Context
On our platforms, some routes offer 20+ departure times per day. While visually clean, the lists didn’t help users easily identify the most relevant option for them.
Many departures had the same price or duration. This made choosing harder than it needed to be. Our goal was clear: surface the best option, without the user having to dig.
A Smarter Visual Component
We introduced a new layered UI element:
Sits above the traditional card layout
Adds a folder-like tab with an illustration and category icon
Communicates hierarchy without disrupting flow
Each tab signals intent:
💸 Cheapest
⚡ Fastest
🔥 Most popular
🧍♂️ Recommended for you
Subtle yet meaningful, these tabs guide decisions visually and intuitively.
The Intelligence Behind the Design
Each featured departure is determined dynamically:
User-Based Recommendation (Frequent): Learns from actual purchase patterns (e.g., always traveling at 2 pm).
Cheapest Option: Highlighted if a clear price advantage exists.
Fastest Option: Prioritized when all prices are equal.
Most Popular: Used as a fallback for new users — shows what others prefer.
Our backend logic adapts to context, while the UI turns that intelligence into clarity.
Schedule List in Action
A full preview of the schedule list with a single highlighted trip.Maintains consistency and usability, now with smart, personalized hierarchy.
Iconography Showcase
We designed a custom set of icons to represent each featured type:
💸 Lowest price
⚡ Fastest trip
🔥 Top seller
✨ Your pick
Playful, friendly, yet informative. They make the concept feel alive without overwhelming the interface.
Results that Validate the Vision
Since release, featured departures have significantly boosted conversion rates:
🔲 Standard (not featured) → 12.87% conversion
🔥 Most Popular → 13.79% conversion (Social proof helps, but isn’t everything)
⚡ Fastest Option → 17.67% conversion (Speed matters when price is similar)
💸 Cheapest Trip → 21.01% conversion (Lower prices draw attention quickly)
✨ User-Based Recommendation → 30.46% conversion (Learning from habits makes it personal)
⏰ Frequent Itinerary (habitual trips) → 🚀 39.12% conversion (The clearest win: personalize, always)
The more personal and contextual the suggestion, the better the outcome.
Meet the design team! 🚀
Ale Castro
Product Designer
Tere Carbajal
Product Designer
Jair Pérez
Product Lead Designer
Thank you!
This project is a reminder: Design isn’t just visual — it’s strategic. When we bridge UX with intelligent systems, we build tools that actually understand people.
Which trip would you pick? 🚀