Introduction
Rukita is a leading housing rental platform in Indonesia that allows users to browse and book accommodations online.
At the time, most bookings were short-term stays lasting around 1–3 months. To encourage longer commitments, Rukita introduced voucher incentives tied to minimum stay duration and payment plans.
The Challenge
Although vouchers were available, they weren’t effectively encouraging users to book longer stays.
The goal of this project was to improve the pricing and voucher experience throughout the booking flow to encourage longer-duration bookings.
Problems
Problem 1
Although voucher information was present, it appeared disconnected from the pricing itself and was easy to overlook or distrust.
As a result, users underestimated which listings were actually within their budget.
Problem 2
Vouchers were displayed as static promotional information rather than actionable decision-making tools.
Pricing and eligibility (duration & payment method) were fragmented across multiple screens.
Problem 3
To understand the best deal for them, users had to go through the booking flow, ensure they selected the eligible duration and payment method, and manually apply the voucher before they could finally see the discounted price.
Constraints & Trade-offs
Business constraint
Research showed that fixed pricing tiers are easier for users to understand and more effective for encouraging longer stays. However, business and operational constraints required the team to continue using the voucher system.
Ideal UX
Fixed pricing by duration
✅
Easier to understand
✅
Predictable pricing
✅
Encourages longer stays naturally
❌
Requires new agreements with landlords
❌
Difficult to launch within the required timeline
Current model
Voucher system
✅
Already supported by the existing business model
✅
Flexible for campaigns, urgency, and specific listings
✅
Faster to implement
❌
Higher cognitive load due to rules and requirements
❌
Pricing is less transparent during discovery
Decision
Visual constraint
The initial direction prioritized a minimalist interface aligned with Rukita’s premium visual branding.
However, usability testing showed that users performed better when additional contextual information was surfaced directly in the interface, even though it created a denser layout.
Minimalistic
✅
Aligned with Rukita’s visual branding
❌
User lacks understanding
Informative
✅
Users performed better
❌
Doesn't align with Rukita’s visual branding
Decision
Solutions
Solution 1
Solution 2
Solution 3
Booking - 1. Details
Booking - 2. Payment
Impact
Voucher usage increased from
~30% → 47%
Commitment & upfront vouchers increased up to
2.9x
12-month bookings increased by
4.8x
Overall voucher usage grew between
1.8x – 5x
Stronger decision, higher value
Users gain better visibility into actual pricing earlier in the decision-making process,
reducing evaluation effort and increasing confidence in higher-commitment booking
