Fintech for travel flexibility

Fintech for travel flexibility

Designing a fintech cancellation product that scales seamlessly across major global airline partners while navigating complex partner branding, legal compliance, and checkout friction.

Combining strategic vision, creative
problem-solving, and precision execution to deliver high-impact digital products.

ROLE

Lead Product Designer

CONTEXT

Hopper Technology Solutions (HTS)
B2B2C fintech integrations

PRODUCT OVERVIEW

Cancel For Any Reason

Cancel For Any Reason (CFAR) is a fintech ancillary product that travellers can add to their flight booking, giving them the flexibility to cancel up to 24 hours before departure and get a refund. The merchandising UX challenge is maximizing user comprehension without sacrificing booking momentum in a high-friction funnel.

98%

CSAT RATING

10%

ATTACH RATE

$33 million

IN REFUNDS DELIVERED IN 2025

5.8x

REPURCHASE LIKELIHOOD

Driving conversion with
a clear value proposition

Three concise bullet points outline the cancellation window, refund amount, and self-serve process.

Positioning the offer high in the funnel and top of the page captures user intent early. Mandatory selection is a proven CFAR best practice, doubling the attach rates compared to optional selection variants.

Cancel and get a refund
in just three taps

Cancel and get a refund
in just three taps

While traditional travel insurance requires long forms and weeks of processing time, CFAR delivers a 98% self-serve resolution rate and fast payouts.

DESIGN FLEXIBILITY

Built for scale

The white-label architecture can adapt to unique booking flows, design tokens, and localized constraints.

PARTNER SPOTLIGHT

Air Canada

45 MILLION ANNUAL TRAVELLERS

45M ANNUAL TRAVELLERS

$22 BILLION ANNUAL REVENUE

At Air Canada’s scale, even a 0.5% lift in conversion translates to millions in incremental revenue. Introducing Cancel For Any Reason meant designing an offer structure that felt native to their booking flow while operating under strict enterprise regulations and design constraints.

At Air Canada’s scale of $22 billion in annual revenue, even a 0.5% lift in conversion translates to millions in incremental return. Introducing Cancel For Any Reason meant designing an offer structure that felt native to their booking flow while operating under strict enterprise regulations and design constraints.

Post-launch A/B testing revealed clear opportunities to optimize performance. The solid blue header stands out on the page and outperformed all-white variants. Using an actual date instead of 24 hours before departure turns the cancellation window into a dynamic lever for further testing. Explicitly mentioning the original payment method adds significant value for Air Canada users, as alternative refund options are sometimes restricted to travel credit. Co-merchandising (offering 100% and 80% coverage options) drives higher attach rates than a single coverage offer.

“Fast, easy, user-friendly.”

2 PAX · ROUND-TRIP · $1,980 REFUND

“The For No Reason cancellation option is one of the best and most customer-friendly airline policies I've ever seen."

1 PAX · ONE-WAY · $645 REFUND

"Way more efficient than dealing with normal travel insurance. I will purchase it on every flight I book. I hope this becomes the norm for all airlines and booking experiences!”

"Way more efficient than dealing with normal travel insurance. I will purchase it on every flight I book. I hope this becomes the norm for all airlines and booking experiences!”

1 PAX · ROUND-TRIP · $1,170 REFUND

During an Air Canada site update, the CFAR offer was moved down-funnel and mandatory selection was removed. Attach rates plummeted, proving that the best practices directly drive passenger decision-making. We advocated for restoring the original placement, using the analytics as evidence.

2.5x improvement since launch

Iterative A/B testing, optimizing placement, and clarifying copy resulted in a 2.5x lift in attachment rates post-launch.

During an Air Canada site update, the CFAR offer was moved down-funnel and mandatory selection was removed. Attach rates plummeted, proving that the best practices directly drive passenger decision-making. We advocated for restoring the original placement, using the analytics as evidence.

2.5x improvement since launch

Iterative A/B testing, optimizing placement, and clarifying copy resulted in a 2.5x lift in attachment rates post-launch.

During an Air Canada site update, the CFAR offer was moved down-funnel and mandatory selection was removed. Attach rates plummeted, proving that the best practices directly drive passenger decision-making. We advocated for restoring the original placement, using the analytics as evidence.

2.5x improvement since launch

ⓘ Iterative A/B testing, optimizing placement, and clarifying copy resulted in a 2.5x lift in attachment rates post-launch.

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© 2026 Kinsey Smith