roadsurfer · Growth · Customer journey
Solving a protection problem by finding the moment when customers are ready to decide.
Too few customers were choosing higher protection before the trip, leaving them less covered on the road while the business absorbed more downstream damage and dispute costs. As Product Owner, I led the initiative from behavioural analysis through product decisions and delivery.
Problem
Put the protection decision where intent is highest.
Our data showed that customers were most likely to consider an upgrade shortly before their trip. I identified mandatory online check-in as the strongest product moment because it is already part of pickup preparation and naturally requires customers to make a decision before travelling.
Product decision
Make the decision clear, timely and easier to act on.
I led the initiative through prioritisation, UX decisions and delivery. Customers now review protection packages as part of online check-in. We improved the comparison, introduced UX nudges towards the highest package and sharpened the wording to make its broader coverage easier to understand.
Outcome
Protection upsells increased 3×.
The improved flow drove a substantial increase in upgrades, with more than 90% initiated directly by customers. The initiative creates value on both sides: customers can start their trip better protected, while the business generates additional revenue and reduces avoidable downstream costs.