Travel-Tech Practice · T1

Flight Booking Teardown — Journey & Funnel Map

Where the MakeMyTrip booking funnel actually leaks, which persona feels it hardest at each stage, and which of the 10 recommendations from the teardown targets it.

Same modeled numbers as the Booking Funnel Analysis (T8) — this page visualizes that project's stage-to-stage conversion rates (Search→Results ~92%, Results→Fare Review ~38%, Fare Review→Traveller Info ~61%, Traveller Info→Payment ~74%, Payment→Confirmation ~88%) rather than inventing a second set of numbers for the same funnel. See T8 for the full funnel analysis and A/B test hypotheses.

Value Rakesh (price-sensitive)

Business Priya (reliability-focused)

Family Planner Anita (group complexity)

100% (baseline)

100%

Rec #6: smart filter defaults

Entry point for all three personas. No major drop-off here yet — the friction starts once results load.

Results

92% (−8%)

92%

Filter fatigue Rec #3, #6

12+ filter dimensions, no smart default; no persistent price comparison across dates. hits Rakesh hardest — he's actively comparing.

Fare Review

35% (−57% — biggest leak)

35%

Price shock Add-on dark pattern Baggage buried Rec #1, #2, #4, #5

Fare inflation between search-result and fare-review price, pre-selected add-ons, buried baggage policy. Rakesh (price shock) and Anita (unclear total-fare breakdown) both hit their worst moment here — this is why the Cut step in the teardown prioritizes fixing this stage first.

Traveller Info

21% (−39%)

21%

Group-entry complexity Rec #9

Logged-out users are funnelled into account creation here, not upfront. Anita feels this most — entering 4+ passengers manually with no shared-itinerary shortcut.

Payment

16% (−26%)

16%

OTP / payment retry friction Rec #7

Priya (last-minute, time-pressed) is most exposed — a failed payment retry costs her the fare she needs to lock in now.

Confirmation

14% (−12%)

14%

Rec #8, #10

Post-purchase, not a drop-off cause — this is where the delay-risk badge and "manage trip" nudges pick up. Priya relies on "My Trips" for rebooking flexibility from here on.

Reading it: Results → Fare Review is the single steepest drop in the entire funnel (92% → 35%, a 57-point fall) — more than double the next-largest drop. That's the concrete evidence behind the teardown's "Cut" step: fixing Fare Review's price-shock and dark-pattern add-ons for Rakesh's segment isn't a guess, it's where the funnel data says the leak actually is.