1. The Challenge
Bangtao Muay Thai’s booking system suffered from user frustration and abandoned carts. Customers found the flow overly complex, choices overwhelming, and add-ons inconvenient. Key business goals were to increase conversion rates, boost average order value, and upsell membership bundles and packages. On top of that, their international clientele needed a seamless digital experience, and upselling (like private coaching or meal plans) wasn’t effectively integrated.
2. The Process
We began with a deep-dive into their existing flow. We conducted a user flow audit and benchmarked world-class purchasing journeys—like Apple’s or Tesla’s—to inspire simplification. From there, we mapped out user-centric improvements. With a focus on clarity, we restructured the journey into logical steps: select a program, then duration/accommodation, then add-ons, review, and finally payment.
3. Key UX/UI Solutions
We crafted a three-step flow:
Step 1: Program Selection
Users choose from standard programs (like “Muay Thai Beginner”) or special events. For special events, we added flexibility for ticket types (standard/premium), adjusting the flow accordingly.Step 2: Upselling Mastery
In the program selection page, we strategically integrated upselling. After choosing core packages (like “Classic Training”), users seamlessly added extras—nutrition plans, gear packages, photography, ice baths—at the right moment. By presenting these options contextually (not as post-purchase afterthoughts), upsell adoption increased.Step 3: Simplified Checkout
The final step was a clean, easy review and payment process—billing details, final confirmation, and a clear success message. We reduced friction and gave users confidence.
4. Customization for Events
While the core flow was streamlined, we tailored event-specific paths. Special events required ticket types (e.g., standard vs. premium), while beginner packages emphasized all-in-one bundles. This made each flow feel personalized.
5. The Outcome
The impact was undeniable. Since launch, sales have tripled (300% increase). The seamless flow and smart upselling boosted conversions and average order value. Upselling of nutrition plans, gear, and extras significantly improved—directly addressing prior weaknesses.
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