PRICE ALERTS UX/UI 

SUMMARY 

At this moment, 1.3 million users are actively shopping for a flight on Expedia.com. 

However, few of these users are 'ready to buy' or still in discovery mode - not ready for purchase. 

I led design teams that designed and launched new Price Alerts experiences for Expedia. 

METRICS ✅

Increase Email Sign Ups
Conversion Neutral to Positive

MARKET RESEARCH 📈

What sparked this design project was the introduction of Kayak's Price Prediction feature. Located in the top left of their desktop experience, this impactful feature provided recommendations on booking windows for flight purchases. 

Our team studied how they’re price alters worked. We agreed that a more comprehensive visualization may be impactful. Also, we hypothesized that a clearer "Track Prices" experience would increase sign ups.  

FINDINGS

• Users value price trends
• User expect push nofitications

Price Alerts Designs

The designs surface actionable recommendations for travelers by indicating the best time for them to book based on how prices for a given flight search are expected to increase or decrease over time. 

Additionally, we pushed the boundaries of data visualizations to allow the users to customize their booking windows and subsequent price predictions. ​

'Integrated' Price Alerts

In this phase, we extended the experience beyond modals and email sign-ups. Our research found that data-visualizations not only support Price Alerts, the information also had a opportunity to boost consumer confidence at conversation. 

EKG USER TESTING 

To ensure the designs were understandable and actionable, the team spent extensive time in the Expedia Usability Lab.

The two primary technical capabilities of the labs include eye tracking and electromyography (EMG) technology. 

We have the participant click through a live prototype of the design, then track the changes in the EMG readings to understand the real-time impact that the experience is having on the subject as they go through the booking process.

Our learnings guided us towards narrowing our designs to the Search Results page (where users were most engaged) as well as design improvements to help user comprehension
​

KEY LEARNINGS
​

• Simpler Visualizations More Effective
• "On Page" Email Sign Up Form

BETTER EXPERIENCE, 
BETTER BUSINESS  ✈️

Alongside our Product Manager and Engineering partners, we constructed a Test and Learn roadmap for the Price Alerts designs. 

Iteratively, we tested the experiences - looking for positive boosts in email sign ups, and ultimately, conversion. The results are best summarized in an industry write up: 

​“The entire online travel market has improved its conversion rates,” said Ryan Williams, an analyst at Millward Brown Digital, a consulting firm that tracks Internet use. “But Expedia’s conversion improvement is outpacing the market.”

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