Livelo
Category
CRO - AB Test
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How experimentation and personalization helped Livelo increase conversion by 5.6 percentage points.
Making travel offers more relevant
How experimentation and personalization helped Livelo increase conversion by 5.6 percentage points.
🏆 2nd Place — CRO Awards Brasil 2025
My role
I led the initiative end-to-end as the Product Designer responsible for the strategy, experience design, experimentation and follow-up of the results.
The challenge
How show to user relevants products?
Our first approach focused on highly specific customer contexts. While the experience was personalized, only a small portion of users actually engaged with the offers.
Instead of simply iterating on the interface, we used those results to question the strategy itself:
How might we make travel offers relevant to a broader audience without losing the contextual value of personalization?
Designing the strategy
From a single touchpoint to a connected journey
Personalized showcases
Using contextual information such as location to surface more relevant travel offers.
Post-purchase cross-selling
Using a moment of high intent to introduce complementary products after a flight purchase.
Product discovery
Improving navigation to make categories such as hotels, packages and car rentals easier to discover
Experimenting in a live environment
The layout is designed to flow naturally—from introduction to deeper engagement. Each section builds on the previous one, making it easy to present services, showcase work, or communicate brand values in a clear and compelling way.
Because the experiments would run directly in Livelo's production environment, my role extended beyond interface design.
I worked end-to-end on the initiative — from defining the strategy and designing the experience to structuring hypotheses and variants. I also supported the team in configuring the A/B tests and followed the experiments after launch.
This allowed design decisions to be evaluated not only by how they looked, but by how customers actually responded to them.
The impact
Small changes in the journey. Measurable impact on the business.
+5.6pp
conversion with complementary post-purchase offers
+1pp
conversion from regionally personalized showcases
7×
more visits to car rental pages
4×
more visits to hotels and packages
What I learned
Relevance is not about being more specific. It's about being useful at the right moment.
One of the biggest learnings from this project was that personalization alone doesn't guarantee relevance.
Our first experiments helped us understand where the strategy was too narrow. By treating those results as learning rather than failure, we were able to rethink the experience, test a broader approach and find a better balance between personalization, discovery and scale.
